In possibly the worst example of cultural-inspiration, how could the Western adaptation of the Korean eating activity ‘Mukbang’ lead to a negative outcome in obesity statistics?
Regularly eating gratuitous amounts of food can lead to health issues like heart disease, obesity, diabetes, high blood pressure and sometimes even some forms of cancer. Of course, Mukbangers never discuss those risks on their channels or hint to having any problems at all relating directly to their unhealthy eating habits. However, when you look at the impact that the Mukbang phenomenon has had on the bodies of some popular channels, one can't help but wonder how many other channels will have a similar narrative? There are channels where the owner has gained hundreds of pounds over the span of a few years, and are clearly suffering from complications as a result. It could also be suggested that Mukbangs are triggering and addictive in nature, and could potentially be triggering to those with eating disorders on both ends of the scales. Particularly in developed countries, where the initial purpose of Korean Mukbang has been lost, wherein the Americans are providing entertainment or spectacle, as opposed to filling a cultural yearning for some company during mealtime.
The origins of the Mukbang are actually quite humble, starting as a Livestream trend to create a sense of people ‘eating together’. In a culture where eating is meant to be a social activity, Mukbang, which translates to ‘eating broadcast’ filled that need for company that Koreans were feeling. The evidence of this is in the payments of sometimes thousands of dollars a month that Mukbangers were receiving as payment for their broadcasts. Since 2010, the trend has expanded to Western (mostly in North American) societies, where it has taken an odd and somewhat gluttonous shape, in which the genre and those who perform it have become online spectacles. The first aspect which points to this is that instead of it being a live broadcast in which the Mukbangers interacts with their audience during their grazing, -- newer Mukbangers are posting pre-recorded videos that range from 20 to 60 minutes where they either eat in silence or talk to themselves about things, which is severing the personal connection between Mukbanger and viewers that initially made it so popular with Korean audiences.
Regularly eating gratuitous amounts of food can lead to health issues like heart disease, obesity, diabetes, high blood pressure and sometimes even some forms of cancer. Of course, Mukbangers never discuss those risks on their channels or hint to having any problems at all relating directly to their unhealthy eating habits. However, when you look at the impact that the Mukbang phenomenon has had on the bodies of some popular channels, one can't help but wonder how many other channels will have a similar narrative? There are channels where the owner has gained hundreds of pounds over the span of a few years, and are clearly suffering from complications as a result. It could also be suggested that Mukbangs are triggering and addictive in nature, and could potentially be triggering to those with eating disorders on both ends of the scales. Particularly in developed countries, where the initial purpose of Korean Mukbang has been lost, wherein the Americans are providing entertainment or spectacle, as opposed to filling a cultural yearning for the company during mealtime.
In 2018, the Korean Government introduced plans to regulate Mukbang broadcasting, in an attempt to curb rising obesity rates, which makes sense, considering that obesity rates have risen from 26% in 1998 to 34.8% in 2016. Meaning that the Korean Government has recognised and is acting on perceived health risks, leaving many to wonder whether there is an association between Mukbang culture and rising obesity rates. Although, it is impossible to lay all the blame on broadcastings of people eating when there are many factors that contribute to the issue, like increased consumption of unhealthy foods in everyday diets, which is combined with an increase of sedentary lifestyles. Both of these factors are becoming culturally normal, particularly in developed countries.
Like many things in culture, once Americans became fans, things began to change, and the purpose of company changed into the purpose of entertainment, and even challenge. What is the appeal in watching someone binge on days worth of food in one sitting? Is it all curiosity in gluttony? And since the trend has officially become part of the American internet culture, could there be negative consequences, considering the context of the current American health climate?
Now that Americans have picked up the trend, it has seen a large rise in popularity. According to Tubular insights, “Mukbang” video content on YouTube reached 85 million views in October 2017 to 138 million views in April 2018.
It only really becomes worrying when you look at the people who have gained a large amount of weight during their career as a Mukbanger on youtube and yet continue to post Mukbangs. Many criticise the situation of getting paid to put their health at risk, beyond the spectacle of moderately healthy people going wild on their "cheat day" (as pictured above).
One example of this is Nicholas Perry, or as he is known online “Nikocado Avocado”. Nick has become infamous for the copious amounts of food he has consumed, and the multiple dramatic mental breakdowns that he posts onto his channels (it has not been confirmed whether his breakdowns are genuine or for entertainment purposes).
It is also noticeable that during his time as a Mukbanger, he has gained an enormous amount of weight, in the realm of 200 pounds, with a 2020 weigh-in revealing that he has reached 300 pounds in weight. When he quit being a vegan in late 2016, he did it with a vengeance; immediately moving to consume absurd amounts of processed foods. Videos have begun to include his on/off husband, Orlin, who has also gained a lot of weight over the duration of their broadcasting.
With the current culture of weight and body image circling around America, a trend surrounding (potentially) unhealthy eating habits could only worsen the situation, especially as obesity statistics state that adult obesity rates have reached 40% in 2020, which is a historic high. This rise of obesity is also happening alongside a rise in the presence of restrictive eating disorders like anorexia and bulimia. Comments sometimes suggest that people watch Mukbang channels so they don’t give in to their own cravings, or find them therapeutic. Or then again, some people could just be watching for the Mukbanger as a person, particularly if they regularly broadcast unflattering and dramatic aspects of their lives, combined with the gratuitous amounts of food that they consume for the camera.
There is also the risk of people who are already in a dangerous health situation using the title of Mukbang as an excuse to binge-eat. An example of this is the YouTuber, Amberlynn Reid, is already dangerously overweight (over 550 pounds as of 2019) but yet continues to participate in Mukbangs, despite her channel being advertised as a channel for ‘weight loss’. For someone like Amber, the Mukbang phenomenon has clearly had a negative impact on her. It can be suggested that Mukbangs are triggering and addictive in nature, and could potentially be triggering to those with eating disorders on both ends of the scale. In that audiences have admitted to watching Mukbangs in order to curb their own cravings.
Sadly in June 2020, Amber updated her subscribers with the sad news that she has been diagnosed with uterine cancer. While there are more updates to come in relation to her treatment, it has become apparent that her weight is already posing as an obstacle (admitting that she was too big to fit in the MRI machine). Which stunned many, but sadly, did not surprise many more— for years, viewers have been watching Amberlynn’s health decrease as she struggled to lose any weight.
Amberlynn's channel serves as a look into the life of a woman who has a goal to lose weight, but despite this, she cannot seem to let go of the Mukbang genre, is that because those videos have the most views, or does she use the creation of content as an excuse to binge on the food she wants? Many point to her as an example of how someone cannot be a Mukbanger and successfully lose weight.
Scientists agree that when one regularly eats gratuitous amounts of food and do not do enough exercise can lead to issues such as heart disease, obesity, diabetes, high blood pressure and sometimes even some forms of cancer (even though it has not been confirmed nor denied that Amber cancer is a direct result of her lifestyle). Of course, Mukbangers hardly ever discuss those risks on their channels nor hint to having any problems at all relating directly to their unhealthy eating habits.
Sadly, we currently do not have the benefit to see what impact this will have years down the track, on both individuals or groups of people. But global trends of obesity can serve as some indicator. Even though the end-goal of Mukbangers is to make money and entertain viewers, it is clear that they do not acknowledge what message their sending, and what impact they could possibly be having on the health of America.
RESOURCES:
(Piece originally written in November 2019, but updated in July 2020)
Hong, E. 2016, Why some Koreans make $10,000 a month to eat on camera, Quartz, retrieved 4th of November 2019, <https://qz.com/592710/why-some-koreans-make-10000-a-month-to-eat-on-camera/>
Jarboe, G. 2018, Here’s why “Street Food” and “Mukbang” Are still huge video trends to watch, Tubular Insights, retrieved 4th November 2019, <https://tubularinsights.com/street-food-mukbang-trends/>
Koreaboo, 2018, Korean Government to restrict Mukbang, due to obesity concerns, Koreaboo, retrieved 4th of November 2019, <https://www.koreaboo.com/stories/korean-government-mukbang-obesity/>
Medical Press, 2019, Is your state one of the ‘most obese’ in America? Medical Press, retrieved 4th November 2019, <https://medicalxpress.com/news/2019-09-state-obese-america.html>
Galvin, G. 2020, The US obesity rate now tops 40%, US News, retrieved 8th of July 2020, <https://www.usnews.com/news/healthiest-communities/articles/2020-02-27/us-obesity-rate-passes-40-percent>
NEDA, N/A, Statistics & Research on Eating Disorders, National Eating Disorders Association, retrieved 4th of November 2019, <https://www.nationaleatingdisorders.org/statistics-research-eating-disorders>
Ross, B. 2018, The Unspoken dangers of ‘Mukbang' culture, Odyssey, retrieved 4th November 2019, <https://www.theodysseyonline.com/mukbang-culture>