Viral Trends: What is Mukbang?

Mukbang is a new viral trend in social media and involves people shooting and posting videos of themselves eating.

Mukbang combines the Korean words for “eating” and “broadcast”. The trend first emerged in South Korea in 2014 and within year mukbang went from being a one person operation to a viral trend. There are over 1.6 million posts using the #mukbang hashtag on Instagram

The Grocer suggests that Food businesses could capitalise on the trend by sponsoring influencers to use their products in their social media posts and also by encouraging customers to make mukbang videos of themselves in order to get special offers on the products. There are some negative elements to using Mukbang in your marketing, for example it can be perceived to promote binge eating, so consideration needs to be given before embarking on a campaign. Read more about Mukbang in The Grocer

These are a few Mukbang posts from Instagram to give you a sense of the kind of material that is being produced.


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