Imagine the joy and satisfaction you get watching a stranger eat a 12-inch full cheese pizza with chicken wings and a refreshing glass of cold cola. This has become a pastime for most people these days. It is slowly becoming more popular to watch the type, quantity and manner in which different people enjoy different foods. Some find it unhealthy and indecent; others find it relaxing and quirky. Here we enter the fascinating realm of ‘mukbang’ – a public spectacle and a cultural phenomenon, both at the same time.
What is Mukbang? From Soco to Screen
“Mukbang,” a term that originated in South Korea and means “food show,” involves YouTubers and other content creators posting videos of themselves eating different kinds of food. These videos first gained popularity in South Korea around 2010 and later caught the attention of a wider audience. Over the past decade, this form of visual content has branched out into a number of interesting areas – storytelling, exploring the culinary world, and even competition.
Also read: YouTuber thoroughly enjoys Indian vegetarian food in Mukbang video, but the internet is divided
Photo Credit: iStock
Why do we watch Mukbang videos?
Here are some reasons why mukbangs are becoming increasingly popular –
1. Virtual fellowship
Many viewers find a pleasurable connection while eating together and watching mukbang videos. Such virtual company ensures that they do not have to eat alone, as well as providing a shared dining experience.
2. ASMR
The sensory experience provided by these videos, the visual and auditory details, the satisfying sounds like chewing, munching and drinking, the different food items that are pleasing to the eyes also increase the number of viewers.
3. Varied Styles
These mukbang videos provide entertainment to viewers in the form of story-time, Q&A, exploration of different global cuisines and recipes. This is especially appealing to those who are interested in cultural exploration.
4. Fantasy and escapism
Mukbang gives viewers a chance to have a wide imagination and also enables them to enjoy the experiences behind the screen. The escapist instinct and desire for rejuvenation in us drives us to watch such videos.
Also read: Viral Mukbang: Man ate a huge plate full of idlis in car, wrote on the internet “This is a month’s worth of idlis”
Does this create unrealistic expectations?
In recent times, many mukbangers have taken it a step further and started recording themselves eating extremely unhealthy food, often in excessive quantities just to get more views and subscribers. Unrealistic eating challenges, binging competitions and videos of trying out terrifyingly weird food combinations are becoming increasingly prevalent. Apart from health and hygiene concerns, the amount of food typically wasted by these content creators also puts the environment at risk.
In short, this wave of food videos and mukbangs is not just a momentary fad, but an ever-growing craze that could take a completely different direction in the near future. After all, they are an example of how simple, everyday life activities have the potential to turn into global events.