Mukbang, derived from the Korean words “meokneun” (to eat) and “bangsong” (broadcast), has taken the internet by storm. This involves live-streaming or pre-recording oneself consuming large quantities of food. Originating in South Korea in the late 2000s, Mukbang initially gained popularity on platforms like Afreeca TV. Mukbang has now established itself as a unique YouTube genre, captivating audiences worldwide. The community of Mukbang creators is no longer confined to Korea, with participants from diverse global origins. While Korean mukbang emphasizes a shared eating experience, prioritising sensory pleasure through ASMR techniques and real-time interaction with viewers, Western mukbang often highlight the creator’s personality rather than the food itself.

Several reasons have contributed to the growing popularity of Mukbang videos. A key reason is the vicarious satisfaction viewers experience. Watching others consume food; viewers can almost feel the taste and texture themselves, especially appealing to those on restrictive diets or those craving for specific foods that are unavailable to them. For many, mukbangs serves as an escape from their stressful lives as they immerse themselves in the calming sounds of chewing (ASMR) and fulfilling sights. Although mukbangs are frequently solitary experiences, they can also promote a feeling of community as viewers engage with the creator and other viewers via live chat and comments; creating a virtual community of food lovers. In some cases, the motivations for watching mukbangs can also be linked to deeper psychological factors such as Sitophilia.

While Mukbang can be a source of entertainment and relaxation, it’s crucial to consider its effects on its audience. Mukbang creators often prioritise fame before health. Studies indicate that videos featuring extreme food choices and excessive eating tend to have more views. Research also suggests that people who watch mukbang frequently can be prone to impulsive food decisions and unhealthy eating patterns. Analysis of popular Mukbang video thumbnails reveals that warm colours and the creator’s face are common features. These visual elements are likely to boost viewer engagement, as studies indicate they are effective in capturing attention.

A captivating blend of entertainment and food, Mukbang, has definitely left its mark on the digital landscape. While it offers a unique enjoyable experience and promotes cultural exchange allowing viewers to experience different cuisines; it’s important to examine this trend critically. Although research is in a nascent stage, it has shown several negative effects of this growing trend, highlighting the need to strike a balance between entertainment and responsible consumption.

References

Kang, E. et al. (2020) ‘The popularity of eating broadcast: Content analysis of “mukbang” YouTube videos, media coverage, and the health impact of “mukbang” on public’, Health informatics journal, 26(3), pp. 2237–2248. Available at: https://doi.org/10.1177/1460458220901360.

Kim, H.J., MA (2024) An exploratory content analysis of comments and thumbnails of YouTube mukbang videos using computational methods. https://repositories.lib.utexas.edu/items/02c07948-23c4-467d-b048-482b7195a260.

NTU (2023) ‘Expert blog: Seoul food – why the sensory Korean food phenomenon known as ‘Mukbang’ is becoming popular in the West,’ 19 January. https://www.ntu.ac.uk/about-us/news/news-articles/2023/01/seoul-food-why-the-sensory-korean-food-phenomenon-known-as-mukbang-is-becoming-popular-in-the-west.

Sanskriti, S., Guglani, I., Joshi, S., & Anjankar, A. (2023). The Spectrum of Motivations Behind Watching Mukbang Videos and Its Health Effects on Its Viewers: A Review. Cureus, 15(8), e44392. https://doi.org/10.7759/cureus.44392

Kircaburun, K. et al. (2020) ‘The Psychology of Mukbang Watching: A scoping review of the academic and non-academic literature,’ International Journal of Mental Health and Addiction, 19(4), pp. 1190–1213. https://doi.org/10.1007/s11469-019-00211-0.

Figure 1 – https://www.tastingtable.com/img/gallery/why-the-mukbang-trend-is-so-controversial/l-intro-1715778903.jpg

Figure 2 – https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcRLTsg2Alsh8GSrSmc-4QO6vF4Wfvrd5J4-eQ&s

Figure 3 – https://1a-1791.com/video/s8/6/o/z/L/B/ozLBg.4Wpjb.jpg

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