Are mukbang videos influencing people to overeat?

Mukbang videos went viral for, what people call, ASMR sounds and, as part of the globally spread Korean wave. The trend shows people eating unrealistically high portions of food. Doctors warn that over-consumption of such content can influence people's eating habits creating a false sense of hunger and even eating disorders.

Unrealistically high amount of food on the plate and a broadcast jockey who munches on it all while also making loud chewing, crunching noises.

Sounds cringe, uncomfortable and boorish? Not for the millions of people who actually watch such videos while munching on food themselves, or simply as a mere pastime.

What was once considered bad manners - eating with your mouth open, making sounds while eating and filling up your mouth like a squirrel collecting nuts - is now generating people thousands of dollars, if not more.

And if this comes as a shocker to you, then you haven't had the opportunity, for good, of watching mukbang videos. What are those, you ask? Exactly that which is described above. Eating high quantities of food and broadcasting it, think of it as having a virtual dinner with strangers.

Mukbang videos went viral for, what people call, ASMR sounds and, as part of the Korean wave.

Not only millions of views, such videos also attract a colossal amount of likes, shares and comments.

But why the obsession? That too with such high quantities of food that is almost impossible for even a group of three to eat, let alone one.

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Priyanshi, a 19-year-old college student, says that watching such videos gives a feeling of satisfaction.

"I usually watch such videos at night which is also when I feel hungry the most. Watching mukbang videos gives a feeling of satisfaction, mainly by seeing the person eating it. It is relaxing and somewhat comforting, mostly because there's someone in front of you who is also eating, thereby killing boredom," she said.

Not only youngsters, adults, too, enjoy mukbang videos equally, if not more.

"When I crave good food, I watch mukbang videos. It's the easiest way to enjoy food, if I may say that. Not because we are getting to eat it but just the whole experience of getting to see someone eat delicious-looking food is so calming and fun," Seema Hashmi, a homemaker and a mother of two, said.

It will be safe to say that the idea behind binge-watching such videos is to satisfy one's, so to say unrealistic, cravings that might arise at odd hours.

But, how do such videos affect our eating habits? The answer is simple. Watching such videos on a regular basis can lead to unhealthy eating habits including overeating.

"I started watching mukbang videos back in 2021 when I was in school. My friend introduced me to them. The chewing sounds are almost therapeutic. But yes, my appetite have considerably increased since I have started watching these videos. I have also gained a few extra kilos," a college student who doesn't want to be named, said.

Dr Richa Sharma, Senior HOD Dietitian, Kailash Deepak Hospital, New Delhi, explained that watching such videos frequently can significantly influence viewers’ perception of hunger and eating behaviour.

"From a clinical standpoint, such content can trigger hedonic hunger, where individuals feel the urge to eat despite not being physiologically hungry. Furthermore, repeated exposure may gradually alter eating patterns, encouraging higher calorie intake and late-night snacking," Dr Sharma said.

Moreover, such videos can make one eat even more as visual food cues strongly stimulate the brain’s reward system, often prompting individuals to eat beyond their actual hunger levels.

"Additionally, distracted eating, such as eating while watching videos, reduces awareness of satiety signals which can result in individuals ending up eating for longer durations and consuming excess calories without realizing it. Emotional factors such as boredom, stress, or loneliness can further amplify this behaviour," she added.

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She points out that there's a noticeable increase in patients discussing mukbang videos during consulations, especially the younger patients.

"Many report experiencing increased cravings after watching food-related content or attempting to recreate what they see online," Dr Sharma said.

Some individuals, she said, also use mukbang videos as a coping mechanism for eating alone, which may indicate underlying emotional or behavioural patterns. In certain cases, this can contribute to irregular eating habits, including overeating or, conversely, restrictive eating tendencies.

But this doesn't restrict to a behavioural issue as overeating can lead to immediate physical discomfort and the most common symptoms include bloating, abdominal pain, heaviness, nausea, and, in some cases, the urge to vomit. These symptoms occur because the digestive system is strained when processing excessive amounts of food at once, especially if the body is not accustomed to large portion sizes.

Then there's the long term risk of developing diseases like obesity and diabetes.

"Chronic overeating can lead to several serious health conditions that include weight gain, obesity, metabolic disorders such as type 2 diabetes, and cardiovascular diseases. Additionally, it can negatively impact mental health, contributing to feelings of guilt, anxiety, or low self-esteem. Further, it may also disrupt natural hunger and satiety cues, making it difficult for individuals to regulate their food intake effectively," Dr Sharma cautioned.

Not to mention, mukbang content often promotes high-calorie, high sugar, fried, low-nutrient foods and encourages sedentary behaviour, as viewers spend extended periods watching such content.

And if you are wondering what's the psychology behind feeling hungry while watching people eat loads of food, doctors has an answer.

The experience of hunger while watching mukbang content is driven by a blend of sensory, cognitive, and emotional processes. One key mechanism is vicarious eating, where viewers mentally simulate the act of eating, almost “tasting” the food through observation. While this can sometimes create a sense of satisfaction, it often has the opposite effect, such as stimulating real appetite.

Dr Megha Agarwal, Consultant Psychiatrist, Kailash Deepak Hospital

She agrees with Dr Sharma and said mukbang videos are rich in visual and auditory food cues—bright colours, large portions, and amplified eating sounds which activate the brain’s reward pathways and trigger cravings.

Additionally, ASMR elements (such as chewing and crunching sounds) can heighten sensory engagement, creating a calming yet immersive experience that paradoxically increases appetite.

"Lastly, parasocial interactions where viewers feel emotionally connected to the creator and can mimic the experience of shared eating, further stimulating hunger through social and emotional association," Dr Agarwal added.

Children and adolescents, Dr Agarwal said, are particularly vulnerable to getting influenced by such videos and take to overeating due to their ongoing cognitive and emotional development.

"They are more impressionable and less equipped to critically evaluate what they see online. Repeated exposure to exaggerated portion sizes and indulgent eating behaviours can shape their perception of what constitutes “normal” eating," she said.

More so, because children learn by seeing and watching their favourite creator eating massive amount of food while also getting appreciated for the act in the comments may put them at a higher risk of getting influenced and doing the same things.

Individuals with pre-existing concerns - such as body image issues, emotional eating tendencies, or low self-regulation - are also at higher risk. Additionally, those experiencing loneliness or social isolation may be more susceptible, as they are more likely to use mukbang content as a substitute for real-life social interaction.

Dr Agarwal warned that in certain individuals, mukbang viewing can become habit-forming and exhibit features similar to behavioural addiction.

"Psychologically, this is driven by reward reinforcement - the content provides immediate gratification through sensory pleasure and emotional comfort. Over time, viewers may develop tolerance, needing to watch more content to achieve the same level of satisfaction. They may also experience withdrawal-like symptoms, such as irritability or restlessness, when unable to watch," she said.

While mukbang content is generally perceived as harmless entertainment, Dr Agarwal said, frequent exposure to such content can be harmful

"From a public health perspective, its widespread consumption raises concerns. Frequent exposure can influence dietary habits, promote unhealthy eating behaviours, and contribute to rising issues such as obesity and disordered eating. The portrayal of excessive eating without visible consequences can also create misleading health narratives," Dr Agarwal said, while adding that while not inherently harmful, its impact depends on frequency, viewer vulnerability, and the nature of the content being consumed.

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While watching mukbang videos over extended periods of time could be, almost, rewiring your brain into eating more, there's a silver lining here.

"This effect is largely reversible. The brain will learn to handle internal hunger and satiety signals properly after people decrease their media exposure and adopt mindful eating and structured meal patterns," Veena V, Chief Clinical Dietician & HOD - Department of Clinical Nutrition and Dietetics, Aster Whitefield, said.

She also believes that such content is a part of a larger 'digital food environment' which is pushing people to eat more, just like in the case of junk food marketing.

Not only the ones who watches but, obviously, the ones who are making such videos also face the brunt of overeating.

Just last year, Efecan Kultur, 24, a Turkish mukbang video creator died fter spending three months in the hospital due to obesity-related problems.

After the high-profile death, reports suggested that the Turkey government, citing it as an example, warned the youngsters of the ills of the mukbang videos.

Another young influencer, of the same age as Kultur, died in 2024 during livestreaming a Mukbang session. Pan Xiaoting was known for consuming upto 10 kg of food during food marathon. She weighed 300 kg at the time of her death.

If mukbang content can prove to be such a nuisance, then why doesn't it comes with disclaimers. This, Veena believes, is still a debatable topic.

"Some argue awareness or context labels could help, even if food isn't as harmful as tobacco or alcohol. That difference makes rules harder to set. If content pushes extreme eating or unhealthy habits, warnings about balanced diets might make sense. But instead of warnings, teaching kids to see this as performative, not real health - could be more practical. A better approach may be promoting honest, balanced messages about what's shown online," Veena opined.