Mukbang Time! These Indian Creators Are Serving Up Online Feasts & ASMR

The internet thrives on trends, and few have taken off quite like mukbang. These online broadcasts feature people consuming massive amounts of food while interacting with viewers. But what started as a niche phenomenon in South Korea has become a global sensation, capturing the hearts (and stomachs) of viewers in India, and Indian creators as well.

So, what’s a “Mukbang”?

The term “mukbang” comes from the Korean words “muk-ja” (eating) and “bang-song” (broadcast). These mukbang videos likely stemmed from South Korea’s unique social culture. The country has a high prevalence of single-person households, and mukbangs offered a sense of virtual companionship during meals. The trend also tapped into the popularity of ASMR, with the sounds of crunching, slurping, and satisfied sighs offering a surprisingly relaxing experience for viewers.

The Mukbang trend travelled from South Korea to India quickly!

The 2010s saw mukbang explode in popularity across Asia. India, with its own growing internet audience and a similar rise in single living, proved fertile ground for the trend. Here, mukbang’s resonated for different reasons. To begin with, anyone who watched K-dramas, quickly caught on to the mukbang trend. There’s something about watching someone eat a delicious meal in a K-drama that makes you want to eat while binge-watching as well. For many young people living away from home, especially in college, watching a mukbang with a friendly host felt like sharing a meal with a friend. For others, watching another person eat and enjoy their food often helps in stimulating their own lack of appetite.

The sheer variety of food showcased in mukbangs also captured viewers’ interest. Indian mukbang creators often delve into regional specialties, allowing viewers to experience cuisines from across the vast country. Additionally, some Indian mukbang YouTubers incorporate cooking demonstrations, offering viewers a chance to learn alongside the visual feast.

If you haven’t watched a Mukbang yet, here are some Indian creators with mouth-watering content:

Ashifa ASMR (Ashifa)

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A pioneer in the Indian mukbang scene, Ashifa’s channel features her devouring copious amounts of food, the chomping and slurping sounds creating a uniquely satisfying ASMR experience. Her videos rack up millions of views, showcasing the power of a captivating personality and, of course, delicious Indian street food. This mukbang creator from Tamil Nadu currently has 608K subscribers on her YouTube and 271K followers on Instagram.

MaddyEats (Madhuri Lahiri)

Known for her infectious enthusiasm and impressive appetite, Madhuri Lahiri’s channel boasts over 5.03 million YouTube subscribers. Her fans adore her big bites and the eye-catching delicacies she features. Watch any of MaddyEats food challenges and you’re sure to end up craving the same food as well!

Foodie JD

This mukbang creator with 778K subscribers stands out for her clean eating style. Unlike many others, Foodie JD or Jyoti Joshi, finishes all her food, and her fans appreciate her dedication. From vegetarian delights to decadent desserts, her YouTube channel, Foodie JD, showcases a diverse range of dishes. But what truly makes her stand out is her remarkably neat and tidy approach to eating, a refreshing contrast in the world of messy mukbangs.

Food Shood with Bijan

Don’t be fooled by the simple beginnings – Bijan from Tripura started his YouTube channel purely for financial reasons. However, his down-to-earth approach and focus on Indian cuisine have resonated with viewers. His channel, “Food Shood with Bijan,” features videos of him (sometimes joined by others like his mother) enjoying delicious meals, often garnering millions of views. With over 661,000 subscribers, Bijan is a star in the Indian mukbang scene.

Today, mukbangs are a prominent part of the Indian online landscape. Viewers describe a range of emotions when tuning in. Some find the act of watching someone eat strangely comforting, a virtual dinner companion for their solitary meals. For others, the sheer volume of food is a source of amusement and a way to vicariously indulge in a cheat day fantasy. Regardless of your reason, tuning into a mukbang is definitely going to get you hungry in no time!

Who’s your favourite Mukbang Creator in India?