The Social Eating Broadcast
Mukbang is a portmanteau of the Korean words for ‘eating’ (meokneun) and ‘broadcast’ (bangsong). It describes a hugely popular genre of online video where a host, known as a Broadcast Jockey (BJ), eats a large—often enormous—amount of food while interacting with their viewers. The format originated on South Korean streaming platforms like AfreecaTV in the late 2000s and has since become a global internet phenomenon on YouTube and Twitch.
The appeal of mukbang is multifaceted. For some viewers, it provides a sense of community and a ‘virtual dining companion,’ combating the loneliness of eating alone. For others, the appeal lies in the spectacle of consumption or in the sensory experience, with many mukbangs incorporating ASMR (Autonomous Sensory Meridian Response) by amplifying the sounds of chewing, slurping, and crunching.
Connection to Film and Media
While not a cinematic movement, the rise of mukbang as a globally recognized internet subculture has led to its inclusion and reference in mainstream media:
- Cultural Shorthand: A film or TV show might feature a character who is a mukbang streamer as a quick way to signify that they are extremely online or to comment on the peculiarities of modern internet fame. It can be used to establish a character’s lifestyle or source of income.
- Satire and Social Commentary: The extreme nature of mukbang—the massive food portions and the performative aspect of eating for an audience—makes it a ripe subject for satire. A fictional film could use a mukbang scene to comment on themes of consumerism, body image, online voyeurism, or the search for connection in a digital world.
- Influencer Marketing: As a more direct link, film studios have engaged in influencer marketing by partnering with popular mukbang creators. A host might do a broadcast featuring food inspired by a new movie (e.g., eating a blue-colored menu to promote an Avatar film) as a novel way to reach the creator’s large and dedicated audience.