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In today’s fast-paced social media landscape, content creators have pushed boundaries to keep audiences consistently engaged.
One such phenomenon that has skyrocketed in popularity is “mukbang” — a trend where influencers broadcast themselves eating enormous amounts of food in one sitting.
Originating in South Korea in the 2010s, mukbang quickly gained worldwide traction, evolving into a mainstream genre among food-focused creators.
Viewers often turn to mukbang videos for a mix of entertainment, comfort, and fascination as they watch hosts tackle vast spreads of food.
As the popularity of mukbang content continues to grow, so do concerns about the negative health impacts on creators.
Many mukbangers, who have built their careers on extreme eating, often feel pressured to outdo themselves with each new video.
Nowadays, there is growing scrutiny over the long-term consequences of online fame, prompting experts and officials to examine its impact on mental and physical health.
China has already outlawed extreme eating content, labeling it a “disturbing” and irresponsible waste of food, while also citing serious health and ethical concerns.
A 2021 study published in the International Journal of Mental Health and Addiction found that regular mukbang viewers often exhibited symptoms linked to disordered eating behaviors.
Additional research showed that South Korean students who frequently watched mukbang videos reported a higher likelihood of consuming excessive amounts of junk food.
In 2023, content creator Ashifa ASMR began adding health disclaimers to her videos, clarifying that her mukbang sessions are filmed over multiple sittings to safeguard her well-being.
Meanwhile, mukbang icon Nikocado Avocado, whose real name is Nicholas Perry, has openly acknowledged the severe health issues he has faced as a result of his participation in the genre.
In various videos, he has detailed the health challenges stemming from his past overeating habits, including limited mobility, sleep disturbances, and digestive complications.
Nikocado Avocado shared that he has since lost over 110 kilograms and underwent skin removal surgery after concluding his active mukbang career.
However, not every content creator has been able to recover from the toll of extreme eating.
In July 2024, Chinese mukbang influencer Pan Xiaoting tragically passed away during a live-streamed eating challenge in which she attempted to consume 10 kilograms of food.
The horrifying incident, where her stomach ruptured mid-stream, highlighted the dangerous lengths some go to for internet fame.
Filipino content creator Dongz Apatan also passed away last June after suffering a stroke shortly after competing in a fried chicken eating challenge.
His sister later revealed that he hadn’t actually consumed all the food displayed in the video, shedding light on the potential pressures creators face to meet audience expectations.
The mukbang community was once again shaken by the recent news of a Turkish mukbanger who tragically lost their life at just 24 years old.
Turkish TikTok creator Efecan Kultur built a following of over 150,000 fans by showcasing indulgent Turkish dishes to his online audience.
However, by December, his health sharply declined due to obesity-related complications, which left him struggling to stand, breathe, and with unusual skin discoloration.
He was soon hospitalized, where his condition worsened, requiring him to be bedridden and dependent on a ventilator.
According to Turkiye Today, Efecan Kultur passed away on March 7, becoming the latest casualty in a growing list of mukbang-related deaths.
His death has reignited calls for stricter oversight of extreme food challenges online, as fans mourn the loss of a gifted creator whose life was cut short in heartbreaking circumstances.
Feature Image Credit: (YouTube/Nikocado Avocado) and (Efecan Kultur)
