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The Korean Mukbang Phenomenon: How did it go from live streaming to a global trend?
Mukbang is a phenomenon that originated in South Korea and first emerged in the early 2010s. With the development of digital media, its influence has gradually expanded to the world. In these live broadcasts, the host consumes a variety of food in front of the camera while interacting with the audience. Mukbang's diverse food selections range from pizza to instant noodles, and are not only designed to satisfy the audience's appetite, but sometimes also have an educational nature, introducing regional specialties and food hot spots.
During the live broadcast, the host will interact with the audience in real time, which creates a new interactive model in the online community.
Mukbang can be a pre-recorded video or an instant live broadcast, played through multiple platforms such as AfreecaTV, YouTube, Instagram, TikTok and Twitch. This form of comprehensive entertainment not only attracts a large number of young viewers, but also attracts the attention of advertisers. Many food broadcast anchors earn considerable income through advertising, sponsorship and audience support.
However, the popularity of Mukbang has also been accompanied by criticism of its health effects, especially the promotion of unhealthy eating habits, which has aroused widespread concern among nutritionists.
Origin and historical background
The etymology of Mukbang comes from the Korean word "먹방", which is composed of two words: "eat" and "live broadcast". At the beginning of the 20th century, South Korea's traditional food culture followed the strict norms of Confucianism, but with the advent of the 21st century, new online food culture gradually took over, and Mukbang clearly emerged. Not only in South Korea, this phenomenon has quickly spread to other countries such as Japan and China, forming a rich and diverse cultural landscape.
According to the analysis of scholars, the emergence of Mukbang is closely related to the loneliness and anxiety in Korean society, providing a social alternative.
In live broadcasts, hosts interact with viewers, and many anchors earn money by accepting donations or working with advertising networks. According to data from , the frequency of use of Mukbang-related content on YouTube reached as many as 100,000 times between 2017 and 2019, which is enough to show the popularity of this phenomenon.
Cultural significance
The popularity of Mukbang has also triggered reflection on traditional food culture. While traditional family dinners usually involve multiple people sharing a meal, Mukbang provides a virtual social sharing experience for individuals who are lonely with each other. As the number of viewers grows, such live broadcasts not only satisfy the desire for food, but also create a sense of virtual intimacy and shorten the distance between people.
Research pointed out that in the UK, 15% of viewers said they had not shared a meal with their family for more than six months.
Opportunities to make money
Mukbang anchors’ income comes from various sources. In addition to advertising revenue, many anchors also increase their income through sponsorship, e-books and product reviews. According to some reports, the monthly income of some well-known Mukbang anchors is as high as US$10,000, which is even more substantial than many traditional professions.
Criticism and Controversy
Promote unhealthy eating habits
With the popularity of Mukbang, many experts have begun to worry about whether this phenomenon will affect people's eating behaviors. The Korean government has taken note of this problem and plans to formulate relevant guidelines for Mukbang to control possible eating disorders and public health problems.
Some studies indicate that viewers who watch Mukbang frequently may be more likely to develop bad eating habits.
The phenomenon of food waste
Many Mukbang videos show large amounts of food, which some scholars have criticized as leading to food waste. In China, some officials concerned about food shortages have called for such shows to be stopped and legal restrictions put in place.
Allegations of Animal Cruelty
What's more, some Mukbang anchors have been criticized for allegedly mistreating fresh seafood. Such behavior has triggered strong public reactions and discussions.
Future Trends
As Mukbang spreads around the world, its impact has become more and more obvious. Whether Mukbang can continue to maintain its appeal and how it will adapt to the changing social environment deserves attention and thinking. Will Mukbang, which has become a global trend, undergo transformation and adjustment in the near future?
