If you’re a foodie, you may have stumbled across videos of people fervently eating enormous mountains of food. These videos are part of a digital food trend called mukbang. Unlike culinary shows and eating vlogs such as Masterchef and Man vs Food, mukbang elicits an incomparable enchantment and charisma.
So what is mukbang? Typically, mukbang is described as a live-streamed eating show, which is how it got its name. Mukbang is a portmanteau word, meaning that it is a mashup of two words. Namely, it comes from the Korean words muk-ja which means “let’s eat” and bang-song for “broadcast.” In a mukbang video, there are often several components such as the food haul: shopping for the ingredients and cooking the food. Yet, the elements of a mukbang are flexible; some mukbangers upload ASMR (autonomous sensory meridian response) videos featuring eating sounds while others prefer interacting with the audience simply by eating large amounts of food. Not all mukbang videos present a feast for the eyes and ears to gorge on, but rather, a video of the host’s enjoyment of a simple home-cooked meal. This differs from the mukbang we see in America. Here, mukbang has taken on a more competitive spirit and is often considered a challenge where the host eats excruciatingly spicy food or large portions of food on a time limit.
Now that we know what mukbang is, how did it come about? Mukbang rose to prominence amid the emerging fixation for food on digital platforms. Most sources and experts on food culture agree that mukbang began in South Korea on a streaming platform called AfreecaTV around 2008. However, since mukbang’s emergence as a worldwide obsession, it migrated to other streaming platforms like Youtube. Regardless of the platform, mukbang represents various changing economic and social structures. Family structures were changing as more young adults began living alone and post-war opinions changed the value of food. In light of the shifting attitude towards Korean societal norms and food etiquette, mukbang provided an outlet for expression. The advancement of digital technology paired with the growing number of people living and eating alone epitomized mukbang as companionship in a digital age. That said, loneliness may not necessarily be the only reason for mukbang’s popularity. Another explanation may simply be due to seeing the enjoyment of another person. Several psychology studies show that the delight that results from another person’s happiness is rewarding. In particular, eating happily is a joy trigger. Eating is not only a functional experience but a sensory occurrence along with cues of visual, olfactory, and auditory senses. Thus, mukbang is a way to live -or I should say- to eat vicariously through others. Whether you’re feeling lonely or want to satisfy your latest food cravings, mukbang is the thing to watch. Happy eating!
