Mukbang, a captivating and somewhat unusual trend, has taken the internet by storm. This article delves into the world of mukbang, exploring its origins, popularity, and the experiences of both creators and viewers. We'll also take a closer look at Bethany Gaskin, a prominent figure in the mukbang community, and her journey to success.
What is Mukbang?
The word "mukbang" is a portmanteau derived from Korean words: "muk-ja" meaning "eating," and "bang-song" meaning "broadcast." Thus, mukbang translates to "broadcast eating." The core principle behind mukbang is that eating is a social activity. It’s a way of connecting people through meals even when they are miles apart.
In essence, mukbang involves individuals broadcasting themselves consuming large quantities of food while interacting with their audience. These videos, often live-streamed, showcase a variety of foods, from everyday meals to extravagant feasts. The appeal lies in the vicarious enjoyment of food, the sense of companionship, and the potential for ASMR triggers.
Origins and Evolution
Livestreams in South Korea started sprouting up around 2009. The mukbang phenomena originated in South Korea around 2010 and quickly gained popularity. Initially, these broadcasts featured individuals eating alone, providing a virtual dining companion for viewers who were also eating alone. The trend soon spread beyond Korea, captivating audiences worldwide.
In 2014, Reuters said (via CNBC) only about 3,500 people had the idea to upload videos of themselves eating to audiences. But, one year later, an entertainment duo called The Fine Brothers changed the entire landscape almost overnight. The pair uploaded a video to YouTube showing the reactions of Westerners to Korean mukbang videos. Some were horrified by the sheer quantity of food that was consumed in one single sitting, but others were fascinated. Whatever the opinions of the videos were, Americans began making the same type of thing.
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Even though "mukbang" is a Korean word that Americans have embraced and try themselves, many of the videos from the states have some stark differences from the ones in Korea. Many American mukbangers (not all, just to be clear) like to talk while they eat. Lots of videos are also pre-recorded and uploaded at some point after the host wraps their meal up. Most of the Korean videos, however, are actually streamed live during typical dinner hours so viewers can literally eat alongside their favorite personalities. Korean hosts mostly stay silent, as well.
The Appeal of Mukbang
Several factors contribute to the popularity of mukbang:
- Social Connection: Mukbang creates a sense of community and companionship, particularly for those who eat alone or feel isolated. Visiting with Gaskin on YouTube as she talks, dips and eats feels like catching up with a neighbor over the backyard fence.
- Vicarious Enjoyment: Watching someone else relish food can be satisfying, especially for those who are dieting or unable to indulge themselves. People tune into the Food Network because there's something satisfying about watching others enjoy a meal. That's exactly why so many people tune into mukbang videos. Even though they're not the ones indulging in the massive feasts, watching someone else shovel their favorite foods into their mouths is almost as satisfying.
- ASMR: The sounds of eating, such as chewing, slurping, and crunching, can trigger Autonomous Sensory Meridian Response (ASMR) in some viewers, producing a calming and pleasurable sensation. A good chunk of the people watching mukbangers overeat is for reasons relating to ASMR. For those who aren't familiar with the acronym, it stands for Autonomous Sensory Meridian Response, and it's the name for a calming tingling sensation that affects the brain and spine. Some people find the sounds of chewing, sipping, and slurping extremely relaxing, and they fire up the videos for the sounds over the physical eating.
- Entertainment: Mukbang can be entertaining and engaging, with creators often providing commentary, stories, and interactions with their audience. Ashley Cobb, a math teacher in Washington, D.C., is also a fan after one of her eighth-graders turned her on to the videos. Cobb said it’s “fun and soothing” to watch people dip food in sauce and “eat with so much enjoyment.” The footage transports her to “a different place” and “has a way of making you leave reality for a second, sort of like a good book.”
Bethany Gaskin: A Mukbang Success Story
Bethany Gaskin, also known as Bloveslife, is a prominent figure in the mukbang community. The 44-year-old, who has 2.2 million subscribers to her Bloveslife channel on YouTube, is a top earner, clearing more than $1 million in ad money as she eats her way through seafood boils, ginormous servings of barbecue ribs and other drool-worthy spreads. She recently put out a Cajun butter dipping sauce, Bloves Smackalicious, and counts Cardi B and Amber Rose among her 1.1 million followers on Instagram.
Gaskin's success story is a testament to the potential of mukbang as a career. Gaskin, who grew up poor in Chicago, was making circuit boards for the military in January 2017, when she put up her first mukbang video. She retired from her day job that May. Her husband, Nate Gaskin, retired after 20 years at General Electric to help manage her mukbang career, which is packed with speaking engagements, Make-a-Wish visits with sick kids and brand deals. To round out the family affair, their two sons - the youngest is 18 - are also earning incomes from mukbang.
From Cooking to Eating
“I started off trying to cook in videos,” Gaskin said. “I cook really well, then people wanted to see me eat. I unapologetically eat whatever I want, however I want, food dripping down my chin.”
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Shellfish Queen
Bethany Gaskin is a popular YouTuber widely known for eating shellfish online. On her YouTube channels Bloveslife and BlovesASMR Eating Her Way, she doesn't just tackle a one-pound lobster or a few measly crab legs during a video. This lady tackles a serious level of shellfish. She takes on massive Dungeness crab legs, several lobster tails at a time, and dozens of mollusks, all while talking into the camera about how amazing everything is.
For those of us who love eating crustaceans and cracking open their exoskeletons to find the succulent treasure inside, we couldn't imagine actually making money doing so. Lobster and crab ain't cheap, and we expect to rack up a hefty bill eating them. But, what if you earned your salary simply by chomping down mouthfuls of delectable lobster tails and crab legs?
Gaskin's Perspective
Just because you're a part of a community like mukbang doesn't necessarily mean you totally understand the craze or the attention the community garners on a massive scale. Take mukbanger Bethany Gaskin, known as B-Love, for example. This is a woman who, night after night, treats viewers to a massive feast in front of her camera and leaves them satisfied. You might assume someone with such an immense following and passion for the activity would truly understand why someone tunes in to watch her shovel food down her gullet. Well, as it turns out, she doesn't really understand the craze. But hey, it makes her a bunch of money, and what she does understand is bills need to get paid and this is an enjoyable way to do it. "I don't understand it, but I just do it," Gaskin said. "To have people watch you eat, it's weird. The whole idea of eating in front of a camera is said to have came about because the people of South Korea rarely dine alone, so when one does find themselves without company, they can simply tune into their favorite personality and "join" them in a meal. He said, "Korea is a society of the spectacle, and it's gotten to the point where social interaction can't happen-can barely be understood-without being mediated in some way. They have a different understanding of how media is used.
Concerns and Criticisms
Mukbang is not without its critics. Some argue that it promotes unhealthy eating habits and normalizes overconsumption. Gaskin has some advice for critics who say the excess of mukbang promotes an unhealthy lifestyle: “If you don’t like it, don’t watch.” Consumer psychologist Michal Strahilevitz, an associate professor of marketing at Saint Mary’s College of California, said mukbang “may seem crazy” at first, but “watching people binge eat is a whole lot healthier than binge eating yourself.” She added: “Of course, there’s also the risk that this is modeling bad behavior and making it socially acceptable, particularly with younger viewers.”
Others worry about the potential for negative body image issues and the normalization of unhealthy relationships with food. It can't be healthy to stuff hashbrowns, chicken nuggets, fast-food burgers, and a variety of dipping sauces into your body in one session, right? Nowadays, people pride themselves on how much kale they consume and how many carbs they leave out of their daily diet. But, many mukbangers thrive on saturated fats and caloric intakes. One popular American mukbanger who goes by Nicokado Avocado puts his body through hell for most videos.
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Nicholas Perry, who has three mukbang channels under the handle Nikocado Avocado, with 1.72 million subscribers on the largest, said “I just want to do this for a couple more years,” he said. “It IS very unhealthy.” After gaining weight, Perry tries to counter all the fast food with exercise and nutrition off screen.