The explosive growth of mukbangs—online broadcasts where hosts eat vast amounts of food—has dieticians worried about their impact on viewers. Stemming from Korea, these videos have become a global sensation on platforms like YouTube and TikTok, with TikTok alone hosting more than 4 million mukbang videos by August. These clips, characterized by their focus on the act of eating and the sounds of chewing, have attracted a massive following, yet they also risk promoting overconsumption and poor dietary choices.

Studies show that the most extreme mukbangs, which depict hosts eating enormous portions rapidly, are particularly popular, which heightens concerns about the normalization of such behavior. Mukbang creators, such as Kieanna, who has garnered over a million followers, often choose foods that produce pleasing sounds, akin to ASMR, to enhance the viewing experience. Some creators are open about not eating all the food they present on camera and emphasize the importance of an active lifestyle to offset their on-screen eating habits.

Health experts encourage viewers to watch mukbangs with a discerning mindset, advocating for a balanced diet and personal health goals. They advise being mindful of the influence these videos might have on one's own eating behaviors. The key lies in the viewer's hands to engage with media, including mukbangs, responsibly and in a manner that nurtures a positive relationship with food.