Exclusive Asia format distribution rights for Korean entertainment show "Unboxing the Flavours" have gone to NBCUniversal Formats, the company said this afternoon.

The show, known as "The I-Wall" outside Asia, was created by Won Woo Park, the original creator of "The Masked Singer". The format is owned by DI Turn Co Ltd and Phileas Productions S.L.  

The Asia deal was signed by Linfield Ng, VP, Format Sales and Production, NBCUniversal Formats.

Originally conceived by DI Turn as a YouTube exclusive culinary entertainment series for the South Korean market, the format has been reimagined by Phileas Productions and DI Turn as a premium studio entertainment format for international audiences.

The premium adaptation raises the stakes with bigger challenges, greater scale and broader audience appeal, while retaining its core DNA of fun, laughter and the joy of cooking, NBCUniversal Formats said in today's announcement.  

In each episode, two celebrity contestants go head-to-head in a series of challenges, competing for the chance to unbox the flavours from the iconic Wall of Ingredients. With every victory, they unlock new ingredients that inspire and shape the dish they ultimately create, combining strategy, creativity and culinary skill in a high-stakes competition.  

Phileas Productions' CEO Sergio Sancho leads distribution outside of Asia.