They’re hugely popular viral videos where people eat large amounts of food in one go. But is there something sinister about consuming this type of content?
There’s often a lot of pleasure to be had in watching other people enjoy food. Just think of those cosy cooking shows that fill prime-time TV spots; they give us inspiration for dishes we might want to try, and it can be enjoyable to watch someone eating something delicious. The concept behind the viral ‘mukbang’ trend builds on this pleasure, taking it to a whole new level.
A ‘mukbang’ is a popular type of internet video, where people record themselves eating, often working their way through a large amount of food. The term comes from the Korean word ‘meokbang’, which combines the words for eating (‘meongneun’) and broadcast (‘bangsong’). The trend originated in South Korea and, in a paper exploring the psychology of watching mukbangs – published in the International Journal of Mental Health and Addiction – it was proposed that they rose to popularity due to widespread feelings of anxiety and loneliness across South Korea, with the videos providing some relief due to the way they replicate companionable eating.
Today, mukbangs have gone global, and not all of them follow the same format. Some focus more on the content creator talking or telling a story while eating, whereas others might be more about eating a lot of food, or eating against the clock. Some are pre-recorded, while others are streamed live while the creator interacts with commenters. Generally, though, an unusually large amount of food will be consumed.
To those new to the concept of mukbangs, the trend might seem very unusual, but these types of videos rack up millions of views, with some creators even making a living from their production. So, what makes them so popular?
“In our modern-day consumer society, ‘more is more’, and this appears to translate across all walks of life, even our eating patterns,” says Clare Patterson, an integrative transpersonal psychotherapist. “In moderation, videos such as these are not necessarily ‘bad’ for us. Sharing meals is an inherently human activity, and something that can feel connecting and meaningful to us. With an increasing number of people living alone, ‘dining with’ another (even if online) is perhaps an attempt for some people to replicate this feeling of social connection.
“There is something that feels very grounding about eating. It is a physical act, and so it is a time where we are in connection with our bodies,” she continues. “Perhaps the appeal for someone watching ‘mukbang’ videos is to experience this connection with their bodies via proxy, which is why the sounds and ‘reality’ of these videos is such a big part of them.”
But if the idea of mukbang videos leaves a bitter taste in your mouth, it could be because this type of content isn’t totally straightforward. In its guide to mukbangs for parents, the organisation Internet Matters (which supports parents and professionals with child internet safety) explains that some of these videos may have a sexualised tone that is inappropriate for children, and which may be indistinguishable from other types of mukbang videos from the title and thumbnail alone. It also points to the closely related ‘sulbang’ videos that can be recommended to viewers – in these videos, creators follow the same format but with alcohol rather than food.
But for children and adults alike, mukbangs do come with the possibility of encouraging an unhealthy relationship with food. For a start, mukbangs are often made up of fast food or takeaways and, as mentioned, one of the key ingredients for the videos is the volume consumed.
“Many of these videos are incredibly unhealthy,” says Clare. “It is very bad for our bodies to consume such vast amounts of food in one sitting, and there is a danger that in watching content like this it ‘desensitises’ us to the dangers of binge-eating – just as watching too much bad news can leave us feeling disconnected and sometimes depressed.
“It is not pleasant or healthy to stuff our bodies like this, and so when such behaviour is glamourised, it might make it easier for us to neglect to care for ourselves and our bodies.”
But it’s not just the viewers who may be affected. The larger the quantity of food that is eaten, the more views a video tends to get. And so mukbang creators may find themselves falling victim to a pressure to eat more and more, to the point of extreme discomfort, in order to keep on appealing to viewers.
Despite the darker side of this trend, it is still possible to enjoy responsibly-made mukbang videos in a healthy, reasonable way. It may be that you stick to watching videos with a strong social element, reaping some of the benefits that Clare mentioned earlier around company and connection. You may also find food inspiration in videos of people trying a new type of cuisine, or it may just be the kind of light entertainment that you look forward to switching off with at the end of the day.
With that in mind, Clare highlights some of the warning signs that your relationship with mukbangs has moved into a more concerning territory:
“Any addictive behaviour is usually a warning sign. If there is an ‘obsession’ or ‘need’ to engage with content like this at the expense of activities that might support your wellbeing, it might indicate an unhealthy relationship,” she explains. “If you are noticing changes to your eating habits – like eating too much or too little, or engaging in binge-like behaviour and feeling out of control in your relationship with food – it could be worth seeking professional help.”
As is so often the case with internet content, you can stumble across the good, the bad, and the ugly all under one search term. As adults, we may be able to distinguish quite quickly whether something doesn’t feel right, or if the content could be harmful to us or the maker in some way. But if you’re concerned about a child or teenager’s relationship with internet trends, visit internetmatters.org for advice and information. Sharing a love of food is one of life’s joys, so if that relationship turns sour, it’s time to take action.
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