8 - International Media
Mukbang Mania: The Global Obsession with Watching People Eat
What happens when something as simple as eating dinner becomes a global entertainment genre? Across various social media platforms, videos of people consuming massive amounts of food have drawn in millions of viewers, transforming solo dining into a shared digital experience. Known as "mukbangs," this genre of content has exploded in popularity over the past years. Originally a niche trend, the art of mukbang has evolved into a global phenomenon that highlights the power of social media in shaping international media movements.
Qustodio states that the term "mukbang" comes from the Korean word, 먹방, which combines the Korean words for "eating" and "broadcast" together. The trend originated in South Korea around 2008, where content creators hoped to reimagine the social aspect of having a meal in a digital sense. It is believed that the mukbang trend was able to take off so quickly in Korea because of the country's rapid technological advances in terms of internet connectivity, specifically with Seoul being known as the "bandwidth capital of the world" (Shorthand). Many Korean streamers would use a platform called AfreecaTV, now called SOOP, to host their mukbangs and chat with fans in real time. The concept was simple: streamers would film themselves eating large meals while interacting with live viewers.
Mukbangs soon spread to other parts of the globe, which can be attributed to social media platforms like YouTube and TikTok. Viewers across the world became fascinated by the genre, and creators in countries like the United States, China, and the United Kingdom began producing their own forms of mukbang content in the mid-2010s. In the U.S. specifically, mukbangers distorted the original purpose of the trend—to provide comfort for individuals who eat alone— into a sort of challenge where creators binge copious amounts of food all in the name of entertainment (BURO Malaysia). American creators like Nikocado Avocado and Trisha Paytas built massive followings by adapting the format to suit Western tastes, often incorporating shock-value and pre-recorded videos.
As mukbangs grew beyond South Korea, it began to evolve to reflect the cultures of different regions. Traditional Korean mukbangs were typically more relaxed and conversational, with the focus being on the food and engaging with viewers in real time. In contrast, Western mukbangs often lean into excess, with larger portions, fast food, dramatic reactions, and exaggerated personalities. Some creators focused on luxury eating, while others used extreme challenges to draw attention. These cultural adaptations show how trends are often customized to appeal to new audiences, reflecting how global influences can impact international media.
The growing popularity of mukbang content can partly be attributed to connection. Watching mukbangs makes people feel less lonely, especially in the case of eating, which, throughout history, has been a social function. Some people also find mukbang videos satisfying, with the genre becoming its own form of ASMR. Mukbangs are also an interesting form of entertainment, and many people tune in to live, or eat, vicariously through the creators (National Library of Medicine).
Despite its popularity, the mukbang genre is not without controversy. Many argue that mukbang videos promote unhealthy eating habits, waste food, and can have negative long-term effects on health. In the U.S. especially, creators capitalize off of and glamorize excessive overeating. This further contributes to the disordered eating culture that is rampant across the world, with studies showing that mukbang watching directly. correlates with disordered eating (Chantilly News). A few mukbang creators have even died due to the insane amounts of food that they eat (Times of India). The toxic culture that mukbangs have created has sparked various debates about the implications on both creators and viewers.
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