On Flagler College Week: Do you like to watch others eat?
Minji Kim, assistant professor of communication, explores the psychology behind an online trend.
MinJi Kim, Ph.D., is an Assistant Professor of Communication at Flagler College, where her teaching in courses such as Media Literacy, Social Media Management, and Health Communication is deeply informed by her research on how media shapes health decisions and societal well-being. Beyond the classroom, MJ serves as Social Media Director for the Department of Communication and leads the User Research Lab, mentoring students in consumer psychology, user experience, and digital marketing analytics. She is also an active member of the editorial board of the Korean Journal of Communication and professional associations including the Korean American Communication Association, American Marketing Association, and Public Relations Society of America, where she advances cross-cultural dialogue and inclusive scholarly exchange.
The Psychology of Mukbang: How Food Media Affects Us
Mukbang (this Korean term meaning “eating broadcast”) has exploded from a small trend in South Korea into a worldwide phenomenon. Whether it’s a single piece of fruit or a feast of noodles and desserts, millions of viewers tune in to watch.
For some, it feels like eating together. For others, it’s pure entertainment. But what does watching someone else eat actually do to us?
In my research, we explored how both the type of food and the portion size in these videos shape viewers’ responses.
The patterns were striking.
When people watched mukbang videos featuring healthy, low-calorie foods like fruit, they reported more positive feelings and higher emotional engagement. But when the food was relatively unhealthy and high-calorie, like macaron ice cream, the reactions were less upbeat.
Portion size mattered, too. Seeing bigger servings nudged viewers to snack more themselves, even when they were not hungry.
And here’s the twist: small servings of indulgent foods were fun to watch, but watching someone finish large portions often made viewers uncomfortable. Overindulgence on screen can be unsettling, even when it’s just to entertain.
Mukbang, then, is more than just a quirky online trend. It shows how media can quietly shape our emotions, spark cravings, and influence what we choose to eat—reminding us that what we watch can end up on our plates.
