Have you heard of mukbang? I’ll make it easy for you … have you ever watched a video of people eating a huge amount of food, most of the time using only chopsticks? Yes, that’s mukbang. or muk-bang (먹방). The term refers to a spectacle that is broadcast on the internet of people eating a lot – and most of them are slim people. The word “mukbang” comes from the Korean words “to eat” (먹는; meokneun) and “to broadcast” (방송; bangsong).
Mukbang became popular in South Korea in the late 2000s. Some mukbangs are also broadcast on television, such as on the Afreeca channel. The participants of mukbangs are known as “BJs,” from the English Broadcast Jockey. BJs interact with their audience through chats – when it happens live, usually via webcast. Nowadays, due to the ease of accessing these videos, it is quite easy, especially on social networks like Instagram. The most popular BJs are even paid to eat! They often receive donations from fans or promote specific products as if it were an ad, just like artists usually do. But why do videos like these become so popular? Let’s understand.
Obsession with sounds
One of the reasons that can make mukbang enjoyable to watch is the famous ASMR (Autonomous Sensory Meridian Response), or in Portuguese, Autonomous Sensory Meridian Response. It is basically feeling pleasure from hearing some common sounds that convey relaxation and pleasure, such as: someone whispering, someone typing, plastic being crumpled, someone making noise while eating, among others.
Mukbang has ceased to be a custom of South Korea and China and has become popular in the United States and other Western countries. One of the concerns in mukbang videos is the aesthetics of the food. The rule is clear: the more delicious and caloric the food, the more clicks and views it will get. The same goes for exotic foods. I have seen a video in this style where a Korean ate a kind of “frog” as if it were the most delicious meat in the world, but I confess I didn’t want to stop watching because the video was quite satisfying.
Some professionals, such as psychologists, also believe that these videos are so popular because they involve foods considered “forbidden,” condemned by doctors for being enemies of a healthy life. So, people who limit themselves to watching mukbang often do so to satisfy their cravings just by watching. Let’s say it’s the famous: eating with the eyes.
Another reason is that many of these videos feature hard-to-find foods, and by watching them, some people come to know some varieties. However, many health professionals condemn this type of content because, in a way, mukbang participants are influencers and can lead people to seek out unhealthy foods. But the harm can be to the BJs themselves, as since this is their “job,” the frequency of consuming harmful foods can lead to eating disorders such as obesity and anorexia, which can trigger other diseases like diabetes, hypertension, among others.
An example of an influencer in the BJ field is the American YouTuber Nicholas Perry, known as Nikocado Avocado. He gained over 100 pounds in front of the cameras due to his lifestyle in search of clicks. He developed rapid weight gain and affected his mental health by dealing with a vicious cycle of ultra-caloric fast food meals and also suffered constant attacks from followers regarding his personal life.
In China, for example, this practice is not well viewed, which is why in 2020, President Xi Jinping initiated a campaign against food waste, warning the Chinese about the dangers of food scarcity. Mukbang videos were restricted by the Chinese government.
“Clean Plate” Campaign
As already mentioned, in 2020, Chinese President Xi Jinping called for a fight against food waste, in which he raised concerns about scarcity due to the trade war with the United States and floods that affected local crops, according to information from the Uol Notícias website. With the arrival of Covid-19, which ravaged the whole world in 2020, the idea of combating food waste in the country gained more strength.
After this request, local media turned their attention to mukbang with critical reports about them. Other social media companies began to do the same. The situation became so serious that if any Chinese searched the internet for anything related to mukbang, they would automatically receive a warning to encourage healthy eating and refuse to waste.
Content producers had their videos blurred in order to discourage them from continuing the practice. This led many of them to delete videos of excessive eating. Another influencer who is well known for mukbang is the Korean known as “Muk Sna” or “a. bite.” She eats a lot, organizes the dishes in a very harmonious and eye-catching way, and in some videos, even in very cute ways.
Do you find mukbang-style videos satisfying?
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