Mukbang: How To Take Advantage Of This Very Specific Binge-Eating Trend
There are two types of Instagram Explore Feeds right now. Those riddled with mukbang ASMR videos, and those, surprisingly, without. For the latter, and I still don’t know how you’ve done it (please leave any tips and tricks in the comments), maybe you haven’t even heard of Mukbang. We’ll start there.
Mukbang is a made-up Korean word that combines muok-da (meaning: eat) with bang song (broadcast). Eating broadcast. Literally, videos of people eating. Or, I should say, binge-eating. These feasts are indescribable, and I’m not telling you to go mess up your mukbang-free algorithm… but maybe it’s time to mess up your mukbang-free algorithm.
These videos get hundreds of thousands of views. It’s just people eating!!! I immediately craved not only the trays and platters of food in front of them, but also answers. I needed answers.
The research didn’t take long. This is really all just a culture shock. Koreans use media much differently than we do in America. In Korea, Mukbang videos originally functioned as a way to escape loneliness (uncoupled Koreans would watch them, pretending to be dining with a friend). Korean culture, after all, celebrates dining as a social experience — it is rare to go out and eat alone.
Mukbang has spread in popularity (and especially in geographical reach), and is now being performed by eaters of many races and cultural backgrounds. It does impressive numbers on multiple social media platforms; probably more to do with our obsession with spectacle than loneliness (but the two may work together).
An important component of Mukbang is sound. Slurping, chewing, smacking, swallowing. Some use careful vocals to describe what’s on the menu (I find this is a much more American version of the original), others say nothing for the entire production. The phenomenon here, is known as ASMR. Autonomous sensory meridian response is one’s body reacting with a tingling sensation beginning from scalp and moving down the neck and spine. Comparable to goosebumps. “the chills” etc. Some people react this way to specific sounds, such as those in Mukbang productions.
Even Cardi B. finds ASMR videos so relaxing, she listens to them every night to get to sleep.
During this personal enlightenment of ASMR and Mukbang content, my entrepreneurial wheels began to turn. I know, we get it, I’m an entrepreneur. (Enter the classic: “how do you know if someone is an entrepreneur… they tell you first thing”) I can’t help it! This is what I’m good at!
My entrepreneurial takeaway thoughts are as follows: while this trend is still blowing up, especially in America (we’re always late) restaurants should capitalize. I haven’t seen one Mukbang video shot in a restaurant. Why is it all at home? All of the equipment is portable, all of the food has to be prepared. So, restaurant owners, start thinking bigger. For those with on-menu eating challenges already in place, this one is a no-brainer. Contact Mukbang influencers (these people have hundreds of thousands, even millions of followers!) and have them film themselves completing your food challenge and post it on their page as an on-brand Mukbang post. The tag your restaurant gets is priceless. We all know the power of influencer marketing by now — these is a logical market. Even those without food challenges, get creative with your chefs and create a Mukbang Special. A huge portion of your best-selling dish, perhaps. The possibilities are far from few.
Mukbang has already established itself here in America. It’s time to use it for traction and sales.
SOURCES:
https://qz.com/592710/why-some-koreans-make-10000-a-month-to-eat-on-camera/
https://www.eater.com/2017/4/19/15349568/mukbang-videos-korean-youtube
https://www.today.com/food/what-mukbang-inside-viral-korean-food-phenomenon-t123251
