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The origin of Mukbang: Why is eating broadcast so popular in South Korea?
Mukbang (Korean: 먹방) is an online audio-visual broadcast in which the host eats various foods in front of the camera and interacts with the audience. The phenomenon quickly became popular in South Korea starting in the early 2010s and became a global trend by the mid-2010s. A variety of food, such as pizza and instant noodles, can be seen in Mukbang, and there is even educational content to let viewers learn about local specialties or food attractions. Mukbang programs can be pre-recorded or live broadcast, and broadcast platforms include AfreecaTV, YouTube, Instagram, etc. During the live broadcast, the host will interact with the audience through the chat room, which increases the audience's sense of participation.
Mukbang provides a virtual social dining experience that helps lonely people feel less lonely as they seek connection through shared dining experiences.
Mukbang is not only a form of entertainment, but has also gradually become a viable career option for young South Koreans. Many Mukbang celebrities earn considerable income through advertising, sponsorship and audience support. According to reports, some popular Mukbanger earn as much as $10,000 per month, while some successful ones can even earn up to $100,000 per year. Mukbang's appeal has also raised concerns among nutritionists because it may promote unhealthy eating habits.
Historical background and origin
Before the 21st century, Korean food culture was usually based on healthy eating habits and strict Confucian etiquette. Since the late 2000s, the rise of online food culture has gradually changed this situation. Mukbang was first launched on AfreecaTV in 2009 and has since gained popularity on cable and terrestrial broadcasts. Programs of this type often emphasize the appeal of the people preparing the food and are an effective format for broadcasters because they cost less to produce than traditional variety shows.
Some scholars have linked the origin of Mukbang to the fierce competition, anxiety and loneliness in Korean society. Mukbang provides viewers with an opportunity to de-stress.
The popularity of Mukbang is not limited to South Korea. Internet anchors in many countries have also begun to host Mukbang events. For example, in 2016, Twitch launched a new category of "social dining" specifically for this type of broadcast, and the phenomenon is gradually spreading in other Asian countries such as Japan and China. China refers to Mukbang as "eating broadcast", and anchors often share content through short video platforms such as Weibo.
Cultural significance
Mukbang is a stark contrast to traditional food culture, which often focuses on meals shared during family dinners. Mukbang provides socially isolated people with a sense of companionship and alleviates their loneliness through online interactions. According to a British statistic, 15% of viewers said they had not shared a meal with a family member in six months. In South Korea, anchors who perform Mukbang are called Broadcasting Angels (BJs), and their high degree of interaction with the audience makes the viewing experience more social.
Viewers can influence the host's dietary choices in Mukbang, and the host will even imitate the audience's suggestions. This interaction makes watching more interesting.
However, Mukbang has also raised concerns about health effects. A study suggests that people who regularly watch Mukbang are more likely to develop poor eating habits and are linked to eating disorders. And the excessive amounts of food often shown in Mukbang videos have also led to criticism of food waste. Some Mukbanger even suffer health problems from eating so much.
Commercialization and Sponsorship
The commercialization of Mukbang is growing day by day, with many anchors making money through advertising and sponsorship. Bethany Gaskin, alias Mukbanger of Bloveslife, has made over a million dollars from advertising on her videos. This phenomenon has promoted the rise of Mukbang as a profession, allowing many young creators to see potential business opportunities.
Criticism and Controversy
Mukbang's growing popularity has sparked criticism, particularly for promoting unhealthy eating habits and food waste. In 2018, the South Korean government launched regulatory policies for Mukbang to deal with the public health problems caused by this phenomenon. Despite objections that call it an infringement of personal freedoms, research shows that people who regularly watch Mukbang are more likely to adopt poor eating habits.
Some Mukbangers face health crises due to chronic overeating, a risk that increases with Mukbang's popularity.
Finally, the content specifications of Mukbang have also aroused heated discussions in countries such as China and the Philippines, and relevant regulations have emerged one after another. As Mukbang's influence continues to expand, we can't help but ask, is this new food culture a good solution to loneliness, or is it a breeding ground for unhealthy lifestyles?
