A Bite of the Mukbang Effect: Through My Lens
I stumbled upon Mukbang five years ago and was instantly captivated—watching someone prepare, devour, and document their meal for an audience felt oddly mesmerising. As a biochemistry and food science student, I knew exactly how the brain plays tricks, triggering gustatory responses just from watching someone relish their food. And yet, I was hooked.
Amidst countless vloggers, only a select few held my attention—those with an impressive appetite and a sense of grace in how they ate. The aesthetics, the familiarity of food choices, and the immersive experience kept me coming back. I even started syncing my meals with Mukbang videos, knowing they’d make me salivate. Surprisingly, it became my little hack—helping me get through meals I didn’t particularly enjoy but ate anyway for their health benefits.
What kept me hooked even beyond the visuals was the deep dive into ingredients—the comforting familiarity of Asian flavours, the artistry of their techniques, and the subtle yet profound lessons in culinary tradition. Each video was more than just a feast for the eyes;
it was a portal into a world where food was savoured differently yet felt universally relatable. It was a blend of discovery and delight, where entertainment and education united in the most appetizing way.
MUKBANG:
Mukbang, derived from the Korean word 먹방 (meokbang), is a fusion of 먹는 (meongneun) meaning “eating” and 방송 (bangsong) meaning “broadcast.” In simple terms, you could call it an “eatcast.”
What started as a niche trend in South Korea in the early 2010s quickly snowballed into a global phenomenon by the mid-2010s. Soon, Mukbang found its way beyond Asia, captivating audiences in the U.S. and beyond.
Mukbang hosts in South Korea are known as Broadcast Jockeys (BJs)—a title widely adopted by live streamers in the country. In the Mukbang world, this simply refers to a Mukbang streamer—someone who transforms eating into an interactive, on-screen experience for their audience.
WHAT'S THE HYPE ALL ABOUT?
The obsession with watching people eat isn’t just a trend—it’s science. As the 1st-century gourmand Apicius said, “We eat first with our eyes.” The brain is wired to respond to food visually, triggering physiological reactions like salivation, increased heart rate, and heightened appetite.
Enter ASMR (Autonomous Sensory Meridian Response)—the soothing, almost hypnotic sensation triggered by certain sounds, including chewing, crunching, and even the sizzle of food. It’s why cooking shows captivate audiences, why Gordon Ramsay’s reactions are so addictive, and why watching someone take a perfect bite feels oddly satisfying.
But food does more than just entice—it leaves a mark on the brain. The circuits controlling reward, memory, attention, and decision-making interact with our eating habits, explaining why mukbang videos feel addictive and immersive. Watching food being eaten can evoke cravings, trigger emotional comfort, and even influence our eating behavior.
Factors like high-quality visuals, sensory cues, and immersive experiences enhance food cravings, making virtual feasts feel almost real. Simply put—food isn’t just eaten; it’s experienced. And that’s the hype!
EFFECTS OF MUKBANG:
Mukbang goes beyond just food—it’s a unique blend of entertainment, connection, and sensory delight. Whether you watch for companionship, enjoyment, or relaxation, it brings people together in a shared experience, making every meal feel less lonely and more engaging.
If you want to experience Mukbang for yourself, do it the best way with all the ingredients you need from Urban Platter!