Mukbang videos have become one of the most viral internet subcultures in recent years, but why do audiences flock to watch YouTubers gorge on masses of food? These “eating broadcasts” originate from Korea, and are rooted in the specific cultural attitude that food is for sharing.

As the pandemic has further isolated us and made communal eating all but impossible, mukbang’s popularity has grown even further. It can allow us to self-indulge without consequences and satisfy our desire for gastronomic connection. But when taken to an extreme or too closely emulated in real life, mukbang can become harmful to both viewers and creators.