Mukbang

Etymology

The word mukbang comes from the Korean words for "eating" (먹는; meokneun) and "broadcast" (방송; bangsong).

Varieties

Other genres of mukbang include "cook-bang" (cooking and eating) shows. The idea of socializing with an audience remains the same however, the host would then eat what was cooked and describe to the audience what was consumed.

Korean video game players have sometimes broadcast mukbang as breaks during their overall streams. The popularity of this practice among local users led the video game streaming service Twitch.tv to begin trialling a dedicated "Social eating" category in July 2016; a representative of the service stated that this category is not necessarily specific to mukbang, but would leave the concept open to interpretation by streamers within its guidelines.

History of mukbang

The exact date for the first mukbang is unclear. Mukbang began in 2008 through various media platforms on the Internet, such as AfreecaTV. Mukbang became famous among the younger generation who are the main consumers of internet broadcasting shows.

Reasons for popularity

There are several explanations given by various scholars. Jeff Yang, an Asian-American cultural critic and senior vice president of the global research firm Kantar Futures, said that mukbang had its origins in “the loneliness of unmarried or uncoupled Koreans, in addition to the inherently social aspect of eating in Korea” during the interview with Quartz.

Kim-Hae Jin, Ph.D candidate from Choson University, argued that one can vicariously satisfy the desire for the food. The hosts, who call themselves BJs (Broadcast Jockeys), interact with the people who are watching the broadcast through chatting. BJs sometimes claim to be the audience's “avatar” and will exactly follow what people ask them to do.

Adema contends in her article: "food television incorporates the vicarious pleasures of watching someone else cook and eat; the emulsion of entertainment and cooking; the jumbling of traditional gender roles; and ambivalence toward cultural standards of body, consumption, and health. … simultaneously perpetuates the stress of social expectations, and sprinkles sexual innuendos in a venue traditionally associated with maternal security."

Other media platforms

The popularity of mukbang has inspired different variations and adaptions of the “Eating Broadcasting” concept. This trend has continued to gain viewers, create stars, and profit, catching the interest of mainstream media both domestically and internationally. In South Korea, there was a drama called Let's Eat (Hangul: 식샤를 합시다; RR: Siksyareul Habsida) that focused on people who were brought together due to their love of food. In the drama, the characters explore various restaurants and after each episode, the featured foods became a hot topic among young adult viewers. Viewers sought out these restaurants.

Broadcasting stations are looking to capitalize on this interest in other ways as well. Happy Together, a popular entertainment show in South Korea, has a segment where their celebrity guests will cook and then share their favorite dishes with the rest of the cast. JTBC, a South Korean general cable TV network is also looking to jump on the bandwagon with a new variety show in the works. They are planning on a food-centric variety show called Girls Who Eat Well and are looking to cast girl group members from popular South Korean K-pop girl groups. Popular Korean variety series Infinite Challenge has also showcased the phenomenon.

Mainstream media is not the only platform to showcase mukbang. For example, celebrities have done mukbang broadcasts as a CF to promote a food brand.

Mukbang has also gained international interest as well. The popular YouTube series, Youtubers React, showed various YouTube stars reacting to the South Korean trend and ended with their own mini mukbang show.

BJ The Diva

Park Seo-yeon is known to have been the highest earning Broadcast Jockey to date. She earned an estimated $9,300 a month from her fans' and viewers' donations in 2014. Her broadcast videos can be found on AfreecaTV and YouTube. A CNN segment featuring her drew more attention towards the Korean phenomenon of mukbang.

BJ Fitness Fairy

BJ Fitness Fairy was a former physique builder who became interested in the phenomenon of sitting in front of a camera and eating, broadcasting to many people online. She streams on AfreecaTV and spends several hours eating and communicating with her fans and viewers, earning about $4000 a week. BJ Fitness Fairy spends several hours exercising to keep up her physique.

BJ Hyo-Jjang

BJ Hyo-Jjang's real name is Kim Hyo Jin, and she is a broadcaster that is watched by over 100 viewers. Before she began this phenomenon of a mukbang, she was a translator. As she started recording herself eat, she decided to become a full-time mukbang star. She plans to continue broadcasting as long as she has captive viewers.

BJ Patoo

BJ Patoo is a 14-year-old broadcaster who makes an estimated $1,500 a night.

Trisha Paytas

Internet personality Trisha Paytas has been both noted for her popular mukbang videos that she has uploaded to YouTube. Most notably, Paytas' "KFC/Fried Chicken" video has amassed to over a million views on YouTube.