Mukbang content on YouTube frequently gets millions of views – with the content creators themselves having millions of subscribers – and these videos are no stranger to TikTok either. 

Why? Well there can be something weirdly engrossing about watching someone try and tackle 10,000 calories’ worth of pizza, eat 24 hotdogs in record time, or suffer with brainfreeze during an ice cube challenge. 

Likewise, some Mukbang content creators have extravagant and entertaining personalities that rival their unusual eating habits – helping them to build networks of loyal fans. 

As with other types of influencers, the most popular Mukbangers can create videos which are sponsored by restaurants or food brands, and can be paid to endorse particular products.

ASMR

Some people find Mukbang appealing because it can produce feelings of ‘ASMR’ (‘autonomous sensory meridian response’). This is often described as a pleasant and warm sensation which occasionally occurs when we see or hear certain sights and sounds.

Mukbang videos can create ASMRs by featuring enormous amounts of popular foods and amplifying the volume and sound quality – meaning the slurps, crunches, and chews of the broadcasters are much more noticeable.

Health impact 

Repeatedly eating thousands of calories in one sitting can lead to obesity – which has links to type 2 diabetes, heart disease, and even depression. As a result, there can be a long-term health impact for those who Mukbang frequently over time.

Some have also criticised the trend for encouraging disorders such as bulimia, anorexia, and binge eating. You can find more information on eating disorders, as well as advice and support, here. 

Viewers who find Mukbang entertaining might want to start creating their own Mukbang content, and this can bring with it some short-term risks too. 

For instance, trying to eat massive amounts of food very quickly can cause sickness and present a choking hazard, and some of the more daring Mukbang challenges – like those featuring very spicy foods – can also lead to serious discomfort.

Mental health impact

As with any publicly-accessible content, some comments from viewers can be abusive and audience members can argue. Hurtful remarks might be made about the Mukbanger’s weight or appearance, and abuse like this can amount to cyberbullying. 

Some Mukbangers might find that receiving criticism online and the demand of maintaining audience numbers (as well as potentially gaining weight) has a negative effect on their mental health – infamous Mukbanger Nikocado Avocado is known for his considerable weight gain and for regularly breaking down whilst filming. 

Imitating challenges

Mukbangers could also feel pressure to attract and entertain audiences by attempting to eat increasingly dangerous meals, and their viewers may be inspired or compelled to imitate them.

This kind of pressure is a common source of online ‘challenges’ – in 2018, for example, there were multiple reports of teenagers eating detergent pods and becoming seriously ill. 

Although some competitive eaters and Mukbangers suffer from health issues, others exercise regularly and maintain a balanced diet when not creating content – which shows that Mukbanging needn’t always be something which is unhealthy and harmful. 

So if your child is watching lots of Mukbang videos – or wants to make their own – you might want to remind them that most content creators don’t actually eat so excessively (and unhealthily) in their everyday lives.

Although Mukbangers create videos to entertain there can be a financial incentive too (especially where the more popular channels are concerned). And while influencers should disclose sponsored content and advertisements, they don’t always do so, meaning young viewers might struggle to recognise when they're being marketed to.

And 2022 research by Ofcom backs this up. They found that 30% of children aged 12-17 weren’t able to identify when an influencer was being paid to promote a product. 

It can therefore be helpful to encourage your child to think about both this side of Mukbang (and other online content) and that their favourite Mukbangers might be promoting products or brands – even while they’re entertaining.

You could also point out that popular Mukbangers (or content creators in general) often put lots of thought into preparing, planning, and rehearsing their videos – which helps remove the risk of getting hurt or ill whilst filming.

Finally, you might discuss how and why people can feel pressured to entertain others by acting riskily. It’s important that children know there’s no need to do things they feel unsure about, or to act up in front of others – no matter how large the audience is. 

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