Mukbang, a trend that started in South Korea, has turned into a global phenomenon. What began as simple live streams of people eating large amounts of food has now grown into a full-fledged content category on platforms like YouTube and TikTok. Viewers tune in for the entertainment, the social connection, or even the relaxing background noise of someone sharing a meal. But behind the screen, the reality for creators is not as simple as it looks. The plates stacked high with food come with their own costs. These costs are not only financial but also physical, mental, and social.
The appeal of mukbang often lies in the sheer amount of food consumed in a single sitting. For creators, this means eating far beyond normal dietary limits. Over time, this habit can lead to serious health concerns. Consuming high-calorie meals regularly raises the risk of obesity, digestive problems, and even heart disease. Some mukbang hosts report feeling sick after filming, yet continue because their audience expects dramatic portions.
There is also the issue of nutritional imbalance. Most videos focus on fast food, fried items, or visually striking dishes rather than balanced meals. While it may look entertaining on screen, the long-term effects can be damaging to the body. Studies published in BMC Psychiatry have noted that frequent viewing of mukbang is linked to higher body mass index and disturbed eating attitudes, showing how both creators and audiences can be affected. For many creators, the pressure to deliver bigger and more extreme food challenges only makes these risks worse.
To viewers, a mukbang video may look like a casual recording of someone sitting down for a meal, but the reality involves hours of preparation. Creators spend time shopping for food, arranging the setup, and making sure the presentation looks appealing on camera. As one mukbang host explained in an ABC News interview, the process involves careful planning of the food, lighting, and sound, all of which take considerable effort before filming even begins.
After recording, the editing process can be just as demanding. Cutting lengthy footage into a polished final product, adding subtitles, and adjusting audio all require focus and patience. Consistency adds another layer of pressure. Audiences expect regular uploads, which means creators are constantly planning their next video. This cycle of preparation, filming, and editing can turn into a full-time job, leaving little space for personal downtime outside of content creation.
Mukbang creators quickly discover that the audience drives much of the content. Viewers often request specific foods, larger portions, or themed challenges, and creators feel pressure to deliver in order to keep engagement high. The demand for constant novelty can become overwhelming, especially when subscribers expect every video to be more extreme than the last.
This struggle is not unique to mukbang. Even creators in other niches, such as Alex David Du of ByAlexdavid, note how demanding audiences can be when it comes to consistency and fresh ideas. For mukbang streamers, this pressure is magnified. The expectation to continually outdo previous videos not only adds stress but can also push creators toward unhealthy habits in order to satisfy their audience’s appetite for spectacle.
Mukbang creators quickly discover that their audience heavily influences what content they make. Viewers often ask for more extreme challenges, bigger portions, or unusual food combinations, and creators feel compelled to deliver in order to keep engagement high. Over time these requests can become overwhelming when every video is expected to be more dramatic than the last.
Nicholas Perry, better known as Nikocado Avocado, is one of the clearest examples of how this pressure can affect a creator. He built a massive following by pushing the limits of mukbang, but later revealed in his video “Two Steps Ahead” that he had secretly lost around 250 pounds while continuing to upload pre-recorded content so viewers would not immediately notice the change. His story shows how easily audience expectations can drive creators into unsustainable routines with lasting health effects.
The same challenges are echoed by creators who eventually step away from the format. Alex David Du reflected on his own experience in the blog post “Is Mukbang Worth It? Here’s What I Learned”, where he explained why he left mukbang behind and shifted his focus to technology, gaming, and personal projects. His perspective underscores that while mukbang may draw an audience, creators often find greater balance and long-term sustainability when they move toward content that aligns with their health and goals.
For many viewers, mukbang might look like an easy path to online fame and income, but the financial reality is more complicated. Popular creators can earn revenue from ads, sponsorships, and donations during live streams, yet the costs behind the scenes add up quickly. Purchasing large quantities of food for each video is expensive, especially when creators feel pressure to showcase premium meals to keep their audience interested.
There are also indirect expenses to consider. Equipment like cameras, lighting, and microphones needs to be maintained or upgraded, and editing software often comes with recurring costs. For smaller channels, these expenses may outweigh the income generated, creating a cycle where creators spend heavily just to keep producing content. Even for successful mukbang personalities, the balance between earnings and costs is rarely as straightforward as it appears from the outside.
Mukbang continues to thrive because it offers entertainment, comfort, and a sense of community for audiences around the world. Yet for creators, sustaining that appeal without sacrificing health or personal life is the real challenge. Some attempt to adapt by limiting how often they film, choosing smaller portions, or mixing mukbang with other types of content to ease the pressure. Others focus on transparency, sharing their struggles openly so viewers understand the trade-offs behind the scenes.
Ultimately, the future of mukbang depends on whether creators can find a balance. Entertainment will always be part of the format, but maintaining well-being has to come first. Without that balance, the cost of mukbang often outweighs the benefits, both for the people on camera and for those who look up to them.
Mukbang may seem like lighthearted entertainment, but for the people creating it, the hidden costs are significant. The health risks of eating beyond safe limits, the time spent preparing and editing, the pressure to meet audience expectations, and the financial burden of constant production all add up. Well-known figures like Nikocado Avocado have shown how extreme the consequences can become, while creators such as Alex David Du have chosen to step back and share their experiences in more sustainable ways.
In the end, the real cost of mukbang is not just measured in money or views. It is reflected in the toll it takes on health, time, and well-being. For both audiences and creators, recognizing these realities is the first step toward reshaping the trend into something healthier and more sustainable.
