A mukbang is a type of video where a person or group of people eat food on camera for the purpose of entertainment. The real question, however, is why do people find these videos so visually and auditorily satisfying?
Mukbangs can range from someone eating a seafood boil in their car, to someone dipping Crumbl cookies in milk with a professional setup.
Within the past decade, mukbangs have gained popularity through social media. Some of the most popular creators who make mukbang content are Stephanie Soo, Zach Choi, Bloveslife, Matt Stonie, Sa Nguyen, babydumplingg, and jellybean.sweets.
In the majority of popular mukbangs, unhealthy food such as fast food or instant ramen is consumed. The bizarre thumbnails typically include disturbing quantities of food or a shocked expression on the creator’s face to promote interaction with the video.
From giant buckets of wingstop ranch to an entire cup of Raising Cane’s sauce, creators use sauce to promote the shock factor and intriguing quality of their videos. In general, creators often try to contrive one part of each meal to attract views such as eating absurd portions in one sitting.
Yet, not all mukbangs are unhealthy. Some mukbang creators make videos of them eating healthy meals such as a salad or a balkan breakfast, making mukbangs reach a wide audience of people depending on their personal preference.
Although mukbang content is often light-hearted, some creators are extremists and publicly embarrass themselves in order to gain views.
Nikocado Avocado, or Nicholas Perry, is an example of a mukbang extremist. In 2014, he started his youtube channel that mainly consisted of vegan and lifestyle vlogs. However, in 2016, he began his mukbang journey with large portions of food, such as mac and cheese and ramen.
Not only did his view and subscriber count increase, but his love for mukbangs did as well. Due to the attention he gained from these types of videos, Nikocado Avocado made them more frequently for years on end.
It got to the point where he endured complications with his health after eating unhealthy meals all the time. On September 6, 2024, Nikocado Avocado posted a video titled, “Two Steps Ahead”, where he revealed a 250 pound weight loss and explained that the entire journey was a social experiment. He claimed that it was all pre-recorded and was done to expose the gullibility of people online and how viewers are so quick to criticize people they watch.
This situation puts mukbang-culture into perspective, while also revealing internet habits.
These videos can bring people together through their love of food and can influence what people do and do not buy into, bringing exposure toward various businesses. Altogether, mukbangs have had a cultural impact and can promote negative or positive habits surrounding food.
