Mukbang, the South Korean phenomenon of eating on camera, has evolved far beyond its playful roots. What began as casual livestreams of oversized meals is now a global content genre influencing food marketing, social media engagement, and even product development. With its mix of sensory appeal, intimacy, and entertainment, mukbang continues to attract millions of viewers worldwide. As food culture merges with digital performance, brands and creators are finding new ways to harness this trend. This article explores why mukbang is still growing, what opportunities it creates, and how it may intersect with the next wave of food trends.
Trend Snapshot
| Aspect | Details |
|---|---|
| Trend Name | Mukbang (먹방) |
| Key Components | Eating large meals on camera, ASMR sounds, digital intimacy |
| Spread | Origin: South Korea → Global via YouTube, TikTok, Twitch |
| Examples | Creators like Banzz, Nikocado Avocado, Stephanie Soo |
| Social Media | Dominant on YouTube, TikTok; rising in Instagram Reels & Twitch |
| Demographics | Gen Z & Millennials globally; urban, digitally native audiences |
| Wow Factor | Visual spectacle + sensory immersion + community connection |
| Trend Phase | Transition from viral craze to mainstream digital food culture |
From Seoul to Screens Everywhere
Mukbang was born in South Korea around 2010, at the intersection of rising broadband speeds, a vibrant livestream culture, and shifting lifestyles. The word itself blends “mukja” (eat) and “bangsong” (broadcast), perfectly describing its premise: eating large amounts of food in front of a live or recorded audience.
According to The Guardian, early mukbangs served as both entertainment and companionship. Many South Koreans, especially young professionals living alone, tuned in during mealtimes to combat loneliness. Viewers could chat with the host in real time, creating a sense of shared dining despite being physically apart.
Within a few years, the format spread to YouTube and beyond. As global interest in Korean pop culture surged, mukbang quickly gained traction in the West. Today, mukbang is no longer a niche—it’s a staple of digital entertainment, with some creators boasting millions of subscribers.
What makes mukbang different from other viral formats is its staying power. While dance challenges and memes come and go, eating remains a universal ritual. Mukbang taps into a fundamental human experience, amplified through digital spectacle.
Digital Intimacy & Sensory Pull
Why do millions of people spend hours watching strangers eat? The answer lies in psychology, sensory appeal, and digital intimacy.
BBC Future notes that mukbang combines the voyeuristic thrill of excess with a comforting sense of connection. Many viewers report watching to feel less alone or to experience food vicariously. For some, it’s about living through the host’s indulgence without the calories. For others, the exaggerated sounds of slurping noodles or crunching fried chicken trigger ASMR (autonomous sensory meridian response), a tingling relaxation effect that has itself become a massive trend.
A study in Appetite highlights how sensory stimulation—especially texture and sound—is central to mukbang’s appeal. This explains why high-definition microphones and exaggerated food textures dominate the genre. The crunch of fried chicken, the snap of a pickle, or the slurp of noodles isn’t incidental; it’s the hook.
This sensory pull connects directly to broader food trends. As explored in Wild Bite Club’s analysis of texture-forward eating, consumers increasingly value sound and texture as much as taste. Mukbang anticipates and amplifies this shift by making texture not only audible but central to the experience.
Opportunities for Brands & Creators
Mukbang’s evolution from quirky livestreams to mainstream entertainment has unlocked major opportunities for brands, food companies, and influencers.
For brands, mukbang is essentially a live-action showcase of food desirability. Instead of polished ads, audiences see authentic enjoyment—sauces dripping, noodles steaming, bites taken in real time. This creates a powerful trust effect that traditional advertising struggles to replicate.
Some fast-food brands have already experimented with product placement in mukbangs, sending items to creators who integrate them naturally into their content. This allows a burger or fried chicken item to be consumed with visceral enthusiasm in front of millions of viewers.
Creators benefit, too. Mukbang offers diverse monetization routes: ad revenue, sponsorships, live tipping, and even cross-platform merchandising. Smaller creators can carve niches—vegan mukbangs, keto mukbangs, sustainable eating mukbangs—appealing to highly targeted audiences.
The trend also opens space for hybrid formats: combining mukbang with cooking tutorials, travel vlogs, or cultural storytelling. By expanding beyond mere eating, creators can deepen their brand identity while retaining the sensory core of the genre.
For food-tech startups, mukbang provides insight into consumer desires. Watching what excites audiences—gooey cheese pulls, extreme crunches, neon-colored snacks—offers a real-time lab for predicting product hits.
Cross-Trend Connections
Mukbang doesn’t exist in isolation—it’s part of a broader food media ecosystem where visual and sensory storytelling is king.
One of the most natural connections is with the rising focus on texture as a defining flavor element. As Wild Bite Club has explored in “Crunchy Everything: Why Texture Is the New Flavor in Food Trends”, consumers increasingly gravitate toward foods that deliver distinctive sensory experiences. Mukbang amplifies this through exaggerated sound and close-up visuals, making texture a spectacle in itself.
Another crossover is with wellness culture. While traditional mukbangs focus on indulgence and excess, a new generation of creators is experimenting with healthier spins—featuring plant-based feasts, portion-conscious meals, or cultural food education. This reframing allows mukbang to align with wellness without losing its entertainment value.
Finally, mukbang intersects with the creator economy. Just as Twitch redefined gaming and TikTok reshaped music discovery, mukbang has established food as a performance medium. Its future may lie in merging with other digital formats: VR dining, interactive livestreams, or AI-enhanced personalization.
Shifting Formats & Innovations
Like any digital trend, mukbang must evolve to survive. Already, we see major shifts:
- Short-form snack content – TikTok and Instagram Reels push mukbang into 30-second or 1-minute bursts, focusing on a single sound or food moment.
- Health-conscious mukbangs – Responding to criticism, some creators feature balanced meals, smaller portions, or themed “clean eating” sessions.
- Cross-cultural fusions – Creators around the world adapt mukbang with local cuisines, from Mexican street food feasts to Italian pasta spreads.
- VR/AR eating experiences – Emerging tech could let viewers “sit” at the virtual table, enhancing the intimacy and immersion of the format.
These innovations suggest that mukbang isn’t a static genre but a flexible canvas for digital food culture. Its core—eating as performance—remains intact, while the delivery adapts to new platforms and cultural currents.
Mukbang’s Next Phase
So where does mukbang go from here? The trend is entering a new phase: mainstream integration with diversified niches.
First, expect more brands to treat mukbang not as a gimmick but as a serious marketing channel. Just as influencer product unboxings became a standard advertising format, mukbang may become a go-to method for food launches.
Second, niche authenticity will grow. Just as food culture has splintered into micro-communities, mukbang will diversify—vegan mukbangs, sustainable mukbangs, heritage cuisine mukbangs—each serving a distinct audience.
Third, ethical recalibration is inevitable. Criticism around health risks and food waste will pressure creators and brands to adapt. Transparent sourcing, portion moderation, and wellness-oriented spins will likely define “Mukbang 2.0.”
Ultimately, mukbang’s staying power lies in its fusion of intimacy, spectacle, and sensory immersion. Eating is universal; watching it evolve into digital entertainment reflects how food culture continues to reshape itself online.
As food merges with tech, mukbang stands as both a window into present desires and a laboratory for future innovations.