Why Mukbang Is More Than Just A Trend

Okay, let’s talk about mukbang – you know, those videos of people eating that keep popping up on your feed? They’re more than just a trend, and they’re not going anywhere.
As someone who’s fallen deep into the rabbit hole of watching people eat online (and yes, I’ll admit to many midnight cravings because of it), I can tell you that this South Korean export has transformed how we experience food in the digital age.

Consider this: it’s been over a decade since the mukbang format began. However, according to YouTube data, videos containing the word “mukbang” in their titles have accumulated over 30 billion views this year alone!

The concept itself is simple: people broadcasting themselves eating, often in large quantities and with exaggerated enjoyment. While it might sound strange to the uninitiated, there’s something uniquely compelling about these videos that keeps millions of us coming back for more. The term “mukbang” – a combination of the Korean words for “eating” and “broadcast” – may have originated on Afreeca TV in South Korea back in 2008, but its appeal has proven universal.

What makes mukbang different from other viral trends is its connection to one of our most basic human experiences: eating together. In a world where more people live alone and eat alone than ever before, mukbang fills a primal need for communal dining. I’ve found myself turning on a mukbang video during dinner time more often than I’d like to admit, and I’m not alone. For many of us, these content creators have become our digital dining companions.

The genius of mukbang lies in its ability to transcend language barriers. Take Chumnan Maunghong, for instance. I don’t understand a word of Thai, but when I see his videos pop up on my feed, I instantly recognize him as that guy from Bangkok who makes me crave the spiciest Thai dishes at the most inconvenient hours. With 820,000 YouTube subscribers and 1.9 million Instagram followers, he’s a case in point for how when it comes to food content, visual satisfaction speaks louder than words. On the other hand, South Korean YouTuber DONA 도나 is probably the prime example with massive 33.2 million subscribers on her main mukbang channel alone!

What I find particularly fascinating is how mukbang has evolved into a platform for cultural exchange. In India, creators from the northeastern states are using mukbang to share their unique culinary traditions with the world.

Samarjit Khemprai’s channel “Khemprai Village Food” (193,000 subscribers) from Nagaland demonstrates unique cooking methods like preparing chicken in hollow bamboo sticks or cooking catfish with bamboo shoots. Another notable creator from the region, Apollos Kent, has amassed 796,000 subscribers on his channel “Kents Vlog.” His most-watched videos – traditional Naga-style snails (4 million views) and silkworm larvae preparation (3.7 million views) – highlight how mukbang can introduce viewers to unfamiliar cuisines and cultural practices.

These creators are doing more than just filming themselves eating – they’re trying to change the way people and culture in the northeast is typecast, and educating viewers about their regional cuisine. Through their content, viewers from all over have learned about cooking methods and ingredients they might never have encountered otherwise. Trust me, once you’ve tried pork cooked Naga-style with bamboo shoot and Naga chilies, your culinary horizons will never be the same.

Unlike viral dance moves or meme formats that come and go, mukbang taps into something timeless – our relationship with food. It’s not just about watching people eat; it’s about experiencing new cuisines, learning about different cultures, and feeling connected to a global community of food lovers. The format continues to evolve, with creators finding innovative ways to share their content, but the core appeal remains the same: good food is universal, and watching someone enjoy it is oddly satisfying.

So the next time you find yourself watching someone slurp noodles or bite into a perfectly grilled piece of meat at 2 AM, remember you’re not just watching a trend – it’s a new way of experiencing and appreciating food in our digital age. And as far as viewers like me are concerned, as long as we love food, we’ll continue watching Mukbangs.