Mukbang

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Mukbang
A thumbnail for a muk-bang YouTube video
Korean name
Hangul
먹방
Hanja
Revised RomanizationMeokbang
McCune–ReischauerMŏkpang
IPA[mʌ̹k̚p͈aːŋ]
Also known as Mukbang

Mukbang or Meokbang (Korean: 먹방; lit. "eating broadcast") is an online broadcast in which a host eats large quantities of food while interacting with their audience. Usually done through a webcast (such streaming platforms include Afreeca), muk-bang became popular in South Korea in the 2010s.[1][2][3] Foods ranging from pizza to noodles are consumed in front of a camera for an internet audience (who pay or not, depending on which platform one is watching).

In each broadcast, a host will often interact with their viewers through online chatrooms. With the rising popularity of these eating shows, the host would find lucrative ways of benefiting from the online show. Many hosts generate revenue through muk-bang, by accepting donations or partnering with advertising networks.[3]

Etymology

The word muk-bang comes from the Korean words for "eating" (먹는; meokneun) and "broadcast" (방송; bangsong).[4][5]

Varieties

Other genres of muk-bang 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 muk-bang 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 muk-bang, but would leave the concept open to interpretation by streamers within its guidelines.[6]

History of muk-bang

The exact date for the first muk-bang is unclear. Muk-bang began in 2008 through various media platforms on the Internet, such as AfreecaTV. Muk-bang became famous among the younger generation who are the main consumers of the internet broadcasting shows. From then on, it became a viral trend and common in Korean internet show. During the South Korean presidential election in 2012, the candidates used muk-bang as one of their campaign strategies.

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 The Futures Company, said that muk-bang 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.[7]

Kim-Hae Jin, Phd candidate from Choson University, argued that one can vicariously satisfy the desire for the food. The hosts, who call themselves BJ (Broadcast Jockey) interact with the people who are watching the broadcast through chatting. BJ sometimes claim to be the audience's “avatar” and will exactly follow what people ask them to do.[8]

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."[9]

Other media platforms

The popularity of muk-bang 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.[10]

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.[11] 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.[12] Popular Korean variety series Infinite Challenge has also showcased the phenomenon.[13]

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.[14]

Muk-bang 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 Muk-bang show.

Prominent mukbang broadcasters

BJ The Diva

Park Seo-Yeon is known to have been the highest earning Broadcast Jockey to date. She earned an estimated $9300 a month from her fans' and viewers' donations in 2014.[15] 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 also spends several hours exercising to keep up with her physique.[16]

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 muk-bang, she was a translator. As she started recording herself eat, she decided to become a full-time muk-bang star. She plans to continue broadcasting as long as she has captive viewers.[17]

BJ Patoo

BJ Patoo is a 14-year-old broadcaster who makes an estimated $1,500 a night. [18]

References

  1. ^ Cha, Frances (2 February 2014). "South Korea's online trend: Paying to watch a pretty girl eat". CNN. Retrieved 24 March 2015.
  2. ^ Hu, Elise (24 March 2015). "Koreans Have An Insatiable Appetite For Watching Strangers Binge Eat". NPR. Retrieved 24 March 2015.
  3. ^ a b Evans, Stephen (5 February 2014). "The Koreans who televise themselves eating dinner". BBC. Retrieved 24 March 2015.
  4. ^ 우리는 왜 '먹방'과의 사랑에 빠진 걸까? [I Wonder Why we Fell in Love with "Muk-Bang"?]. The Korea Herald (in Korean). 26 April 2013. Retrieved 30 October 2015.
  5. ^ "Meok-Bang Trend In South Korea Turns Binge Eating Into Spectator Sport". The Huffington Post. 18 December 2013. Retrieved 30 October 2015.
  6. ^ "Why eating and gaming is a thing on Twitch". Polygon. Vox Media. Retrieved 18 July 2016.
  7. ^ Why some Koreans make $10,000 a month to eat on camera,http://qz.com/592710/why-some-koreans-make-10000-a-month-to-eat-on-camera/
  8. ^ 김혜진, 하위문화로서의 푸드 포르노 (Food Porn) 연구 - 아프리카TV의 인터넷 먹방을 중심으로 -
  9. ^ Adema, Pauline. "Vicarious comsumption: Food, television and the ambiguity of modernity." The Journal of American Culture 23.3 (2000): 113.
  10. ^ http://www.kdramastars.com/articles/15816/20140214/let-s-eat-drama-creates-appetizing-dining-trend-among-singles.htm
  11. ^ http://ttonl.org/mukbang-presents-diversion-from-traditional-online-entertainment-2/
  12. ^ http://www.soompi.com/2016/05/01/jtbc-announces-a-new-mukbang-show-featuring-girl-group-members/
  13. ^ http://www.kdramastars.com/articles/104321/20151110/infinite-challenge-jung-joon-ha-and-haha-develop-a-muk-bang-tour.htm
  14. ^ http://www.allkpop.com/article/2015/06/karas-youngji-has-the-cutest-mukbang-show-for-popeyes
  15. ^ Yu, Kaila. "Park Seo-Yeon The Diva │ Star of Food Binge Festicism in South Korea". smcontributer. Retrieved 15 May 2016.
  16. ^ Grant, Belinda. "SOUTH KOREA'S BINGE EATING TV STARS EAT ADEQUATE FOOD TO FEED A FAMILY IN ONE …". My Web Fitness.
  17. ^ Choi, Jiwon. "South Korea's Passion for Watching Strangers Eat Goes Mainstream". abc News.
  18. ^ http://www.allkpop.com/buzz/2014/09/top-8-mukbang-online-streamers-on-afreecatv
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