Mukbangs, the viral trend of watching people eat large amounts of food on video, have become a cultural phenomenon in recent years. The word “mukbang” is a combination of Korean words which roughly translate to “eating” and “broadcasting” – Korea is actually home to the phenomenon. These food reviews, typically featuring influencers or content creators consuming various dishes, often accompanied by engaging commentary, have generated significant attention across the globe. But what is the psychology behind why we’re drawn to these videos? If you’re pursuing a psychology degree, particularly in concentrations like media psychology or social psychology, understanding the psychological drivers behind mukbangs can offer fascinating insights into human behavior.
Here are 10 things to know about the psychology of mukbangs, also referred to as food review videos, and how they relate to academic studies and real-world applications:
Mukbangs are a form of social connection.
One of the main draws of mukbangs is their ability to foster a sense of social interaction. Viewers often feel connected to the person eating, as though they are sharing a meal together, even though they are physically apart. This phenomenon ties into the psychology of parasocial relationships, a concept explored by researchers like Horton and Wohl (1956), who found that media can create a one-sided relationship where viewers feel connected to the personalities on screen. A degree in social psychology or media psychology could offer valuable insights into how these relationships affect behavior.
Watching food consumption creates a sense of comfort.
Food is a source of comfort for many, and mukbangs capitalize on this by presenting food in a highly accessible and entertaining way. Watching someone eat can provide a sense of satisfaction and relaxation. For those studying psychology, this phenomenon may connect with theories about comfort eating and emotional regulation, which can be explored in courses focusing on clinical psychology or behavioral psychology.
Mukbangs provide visual stimulation and sensory experiences.
Mukbangs often emphasize the visual appeal of food, with creators showcasing vibrant, high-quality meals. This visual stimulation taps into our innate attraction to food and pleasure, which can trigger neural responses related to hunger and satisfaction. Researchers like Ahern (2008), have studied how visual food cues, such as the presentation and appearance of food, influence appetite and eating behavior. Students in fields like cognitive psychology or neuropsychology would likely examine these responses in more depth, exploring how visual stimuli affect the brain’s reward systems and eating habits.
There is an allure to exaggeration and overindulgence.
The exaggerated nature of mukbangs, where creators consume massive amounts of food, appeals to a fascination with excess and indulgence. This ties into psychological studies of binge eating and the reinforcement of extreme behaviors. If you’re studying psychology, particularly in areas like eating disorders or abnormal psychology, these behaviors can be explored in-depth through courses that focus on addiction or disordered eating.
ASMR plays a large role in Mukbangs.
Many mukbang videos incorporate ASMR (Autonomous Sensory Meridian Response), a phenomenon where certain sounds, such as chewing or slurping, elicit pleasurable sensations. Research in the psychology of ASMR, such as that by psychologist Stephen Smith (2017), has shown how these sounds can induce relaxation and even reduce anxiety in viewers. Students focusing on sensory psychology or clinical psychology might explore how these sensory experiences impact the brain and emotional states.
Mukbangs crossed into many cultures.
Mukbangs have deep roots in South Korean culture, but they’ve quickly gained popularity worldwide. This cultural component makes mukbangs a fascinating topic for those interested in cross-cultural psychology. By studying how different cultures interpret food and social interaction, students in cultural psychology programs can gain a better understanding of how food-related behaviors transcend cultural boundaries.
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Viewers can have intense emotional responses.
The emotional engagement viewers experience while watching mukbangs can be profound. Content creators often build an emotional connection with their audience, eliciting feelings of joy, nostalgia, or even vicarious pleasure. Research by Professor of Communications George Gerbner (1973) on media and emotional response can be explored in media psychology courses, where the effects of video content on mood and emotions are analyzed.
Social media has a significant impact on personal validation.
Many mukbang creators gain significant attention through social media platforms, with millions of followers seeking validation through likes, comments, and shares. This concept of social validation ties into psychological theories of self-esteem and social influence. Students in psychology programs, especially those interested in social influence or digital media, might examine how these platforms reinforce behaviors and affect identity.
Mukbangs relate to the psychology of consumerism.
Mukbangs often showcase not just food, but brands, products, and trends. This creates a unique intersection between psychology and consumer behavior, with creators influencing the purchasing decisions of their audience. Psychological research on consumerism, such as the work of sociologist and economist Thorstein Veblen, (1899) on conspicuous consumption, studies the theories on how mukbangs encourage consumption patterns. Courses in industrial-organizational psychology or consumer psychology could provide further insights into this.
Mukbangs also relate to the psychology of addiction and compulsion.
Finally, mukbangs have been critiqued for potentially fostering and showcasing unhealthy relationships with food, especially when viewers become obsessed with watching excessive eating. The psychology of addiction and compulsive behaviors is a key topic in many psychology programs. Research on media addiction, as well as binge eating and compulsive behavior, could provide critical understanding for students in clinical psychology, where the psychological implications of watching and even imitating mukbangs are explored.
Final Notes on the Psychology of Mukbang Food Review Videos
The psychology of mukbangs offers a rich intersection of human behavior, media influence, and cultural dynamics. Whether you are pursuing a degree in social psychology, media psychology, clinical psychology, or consumer behavior, mukbangs offer valuable insights into our emotional and psychological responses to food, social interactions, and media. By studying this topic, you can explore how psychological principles play out in real-world phenomena and how they influence both individual behaviors and broader societal trends.
As you continue your studies in psychology, courses that focus on media influence, social relationships, and consumer behavior will provide you with the tools to analyze these types of cultural phenomena and understand the underlying psychological factors at play. If you’re interesting in learning more about psychological topics that show up in our every day lives, be sure to check out the related articles below.
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