Mukbangs are a form of digital entertainment originating in Asia in which influencers eat large amounts of foods typically loaded with fats and carbs while making ASMR slurping and chewing noises. These videos are uploaded to the internet via livestream or YouTube. Viewership has exploded in recent years largely because of the ever-growing physical disconnect in younger generations, an effect especially prominent during the pandemic when cooped-up people sought interpersonal connection. Opinions on mukbangs are mixed, as some are disgusted by the noises and mess as well as the gross overconsumption. On the contrary, others are actually intrigued by the ASMR and parasocial aspects of it, feeling a sense of companionship. Given its controversial nature, many expected it would be a crash-and-burn fad. So, how has it risen so much in popularity, and why is that rise detrimental to all parties? Before the 2000s, Korea’s food culture was primarily based on healthy eating practices and strict etiquette. A typical meal included a balanced proportion of meat, rice, and green vegetables. Socially, the act of eating was more focused on the act of sharing than the food itself. However, AfreecaTV flipped those long held traditional qualities on its head with their introduction of mukbangs. Mukbangs, an abbreviation of the Korean term “mumeok bangdui,” meaning “eating broadcast,” began as live-streams on the Korean TV network AfreecaTV (now known as SOOP), recognized for its pioneering Korean livestreaming service.
Mukbangs began getting global attention when a Youtuber named Nikocado Avocado began making mukbang videos. Originally a vegan content creator, his videos usually involved health-oriented foods like salads and healthy recipes. However, over time his videos became more extreme, incorporating a mix of eating large quantities of food while exhibiting emotional breakdowns. His weight gain was the most notable change though, going from 150 pounds to over 400. At first, people thought he was genuinely mentally ill, but he later revealed that everything he presented to social media was a scheme. In a video, Nikocado Avocado appeared to have lost all of the weight he had gained from years of mukbangs and proclaimed that he was ‘one step ahead’ of all those who doubted him. In general, Nikocado’s character arc perfectly illustrates the unhealthy nature of mukbangs, as he exposed many of his viewers to this lifestyle. Due to Nikocado’s widespread influence, many began adopting his unhealthy eating habits and even developing eating disorders, all the while he profited off of a fake personality. Adding on to potential health risks, research shows that there is a direct correlation between consistently watching eating shows and increased fast food consumption.
Even if people do not participate in mukbangs themselves, fast food also tends to be unhealthy with high levels of sodium, fats, sugars, and carbohydrates. This food consumption can lead to diabetes and cardiovascular diseases. Aside from physical harm, watching mukbangs can also lead to mental health detriments for viewers as well as creators. As viewers become interested in extreme content, creators feel compelled to make their content more extreme in order to gain more viewers’ attention. This leads to an increase in stress and pressure for creators. Viewers also become addicted to watching food shows, leading to eating disorders and parasocial attachment to creators. Overall, mukbang culture proves to be unhealthy for everybody involved. Enjoy your food; but killing your digestive system for fame and likes isn’t worth it.
