Mukbang videos: Decoding the Korean trend that's changing our experience of food

Mukbang is a South Korean internet trend that involves live-streaming or videos of people eating large amounts of food. The term "mukbang" is a combination of two Korean words: "mukja," which means eating, and "bangsong," which means broadcasting. This trend originated in South Korea around 2010 and quickly gained popularity, eventually spreading to other parts of the world.

Mukbang-ASMR magic

In a typical mukbang video, the host (also known as a "mukbanger") consumes a variety of foods in large portions. Some mukbangers also incorporate ASMR (Autonomous Sensory Meridian Response) elements into their videos, emphasizing the sounds of eating, which can create a unique sensory experience for viewers.

Health concerns

Mukbang gained attention due to its unconventional nature and its ability to provide a sense of companionship for viewers who may be eating alone or looking for a form of entertainment while having a meal. However, it has also been met with some criticism. Concerns have been raised about the excessive consumption of food, potential negative impacts on viewers' eating habits, and the health implications for the mukbangers themselves.

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Eating your way to fame

The trend has evolved over time, with mukbangers experimenting with different types of food, eating challenges, and collaborative videos. Some mukbangers have become internet celebrities, gaining substantial followings and even monetising their content through advertisements, sponsorships and merchandise.

Mukbang reaches India

As with many internet trends, the popularity of mukbang has waxed and waned over the years. While it may not be as explosively trendy as it once was, it still remains a notable phenomenon in online culture. Presently there are several famous YouTube channels that regularly put up mukbang videos. From “shaadi ke food” to Indian street food, to 100 momo challenges, they do it all.

Why do people watch it?

A study published in the American Anthropological Association highlighted that viewers gained pleasure from different ASMR sensations including listening to eating and cooking sounds such as chewing noises, preparing foods, and sounds from opening up food packages. ASMR in itself is often touted to have stress-relieving impacts on people.

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