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Mukbang, a Korean portmanteau of 'meokneun' (eating) and 'bangsong' (broadcast), brings together food and audience engagement in an intimate digital dining experience. In these online broadcasts, a host, known as a mukbanger, consumes large amounts of food, often while chatting with viewers or responding to comments. Originating in South Korea in the late 2000s, with the rise of single-person household and loneliness among Korean youth, mukbang exploded in popularity by the early 2010s and soon became a global trend. There's a sort of calming allure in watching someone else eat, whether it’s the sound of slurping ramen noodles, the crunch of crispy fried chicken, or the viewer's vicarious satisfaction at a table piled with steaming dishes. For many, it fills a void: a digital way to share a meal, feel connected, or indulge in foods they might avoid in their own diets through 'secondhand eating'.
While most mukbangs are about how much you can eat, in India it has taken on a distinctive twist, where creators are highlighting regional cuisines, celebrating local ingredients, and putting their unique stamp on this digital phenomenon. Instead of purely binging on fast food or classic mukbang fare like noodles, many Indian mukbangers are using their platforms to showcase lesser-known regional dishes, preserving cultural food practices in the process.
Saapattu Raman
Meet Porchezhiyan, the 59-year-old Ayurvedic practitioner from Tamil Nadu, who, along with his son Sabari Kumar, runs his YouTube channel under Saapattu Raman. Unlike many younger mukbangers, Porchezhiyan uses his platform to embrace traditional Tamil cuisine with pride. In his videos, you might find him devouring an entire jackfruit, rows of homemade dosas, or hearty servings of rice topped with local delicacies, all served on banana leaves. Viewers tune in not only for the food but for the authenticity that Porchezhiyan brings to the table. He speaks in Tamil, eats with his hands, and is a down-to-earth man, making each video feel like a humble meal at a Tamil household. Porchezhiyan’s meals are made from ingredients often sourced from his own farm, and he sticks to natural and traditional preparations. His ability to handle massive portions amazes viewers, but he’s quick to remind his fans that moderation is key. When he’s not filming, he adheres to balanced Ayurvedic principles, ensuring that his diet is health-conscious and supports his overall
Apei Eats
Apei Opalic, who runs Apei Eats along with her husband, hails from Manipur and is now based in Serbia, where she uses mukbang to introduce her viewers to the world of Naga cuisine. Apei's journey into mukbang started with a love for watching food vlogs, which soon blossomed into a desire to share her own culture’s food. Her videos are a tribute to traditional northeastern ingredients like bamboo shoots, axone (fermented soybeans), and fiery ghost peppers, all essential elements of Naga cooking. Watching Apei navigate the bold flavors and textures of Naga cuisine has introduced viewers from across India, and even abroad, to foods they might never have tried. Apei’s personality shines in her videos. Though initially shy, she now has a natural charm that draws people in. Mukbang became a way for her to connect with her heritage and bring it into her life abroad, fostering a sense of identity and community. Her platform has allowed her to reconnect with Naga culture and showcase it with pride.
Food Shood With Bijan
Bengali food finds a delightful ambassador in Bijan, the creator behind Food Shood with Bijan. His mukbangs are focused on the flavours of Bengal; think rich fish curries, crunchy 'luchi', and aromatic 'bhuna khichuri. Unlike many fast-paced eating challenges, Bijan’s videos offer an unfiltered ASMR experience, where the sounds of his dining table; every crunch, slurp, and soft gulp add a sensory layer to the experience. His videos don't feature background music or added effects, giving the audience a raw, intimate connection with the food. This focus on ASMR draws viewers who find comfort and nostalgia in the familiar sounds of eating. For Bijan, mukbang is aspirational as much as it is cultural. He often acknowledges that many viewers might crave but cannot easily access authentic Bengali food, making his videos a sort of virtual feast. Bijan also remains aware of the physical toll that mukbang can take on his body, taking breaks between sessions and sticking to a more controlled diet outside of filming to ensure that he stays healthy.
At its core, mukbang offers a sense of connection, a digital space to share a meal. In a world where loneliness is on the rise, mukbang provides a form of 'digital commensality', where viewers feel like they’re eating with a friend or family member. This connection builds a parasocial relationship, where audiences develop a fondness for their favorite mukbangers, sharing in their triumphs, quirks, and culinary experiments. Many viewers find comfort in the familiarity of their favorite hosts, tuning in regularly not only for the food but for the company. Mukbang also taps into our fundamental relationship with food, which is both personal and communal. Food is a symbol of identity, culture, and memory, and mukbangers like Saapattu Raman, Apei, and Bijan bring their cultural narratives to life with each meal. In a globalized digital age, mukbang becomes a platform for preserving and celebrating cultural foodways, allowing people from different backgrounds to appreciate the diversity of Indian cuisine.
Despite its charm, mukbang has its critics, and for valid reasons. Consuming vast quantities of food regularly can lead to health issues over time, from obesity to digestive troubles. In South Korea, where the trend originated, there’s already concern about its impact on viewers’ eating habits and public health. For mukbangers themselves, maintaining a balance is critical. Most, like Saapattu Raman, take health precautions, limiting mukbangs to a few days a week, avoiding excessive junk food, and making healthier choices off-camera.
In India, where food is deeply intertwined with family, identity, and tradition, mukbang represents a fascinating blend of the old and the new. It is a special kind of Frankenstein that was born out of ingredients like the lack of personal boundaries at the dinner table where conversations go into 'what have you done with your life' territory, the iPad kid syndrome and online community building. Using the shared experience of food, It became an avenue for creators to explore their roots and connect with audiences worldwide, turning every meal into a shared celebration of culture and flavour. At the same time, the unique intimacy and relatability of mukbang has made it both an entertaining and comforting escape, a little slice of companionship that we've bizarrely found through the screens.
