Food for Thought
- SMS USYD
- Aug 14
- 5 min read
Written by Tatiana Dahdal, Selina Lin and Nikie Yang
In 2021 the word “mukbang” became so popular globally that it was added to the Oxford English Dictionary!
In the world of entertainment, food is no longer just something you eat—it’s something you watch. Across North-East Asia, it has become a spectacle: eating is now as performative and communal as it is culinary, serving not only as a social event but also as a powerful marketing tool. From solo mukbangers slurping ramen in front of a camera to governments inviting influencers to rural towns for gourmet content, food content has evolved far beyond the plate.
Let’s rewind to where it all began: the mukbang. Born in South Korea, mukbang (literally “eating broadcast”) involves people livestreaming themselves eating massive amounts of food while chatting with viewers. It’s oddly soothing, a bit chaotic, and strangely addictive. Why? Because it’s more than just consumption; it’s connection, curiosity, and a bit of competitive spirit.
Some mukbangers became internet royalty by tackling fiery Buldak noodles, outrageous eating challenges, or whispering ASMR crunches into high-tech mics. Soon, eating competitions emerged as a sub-genre of their own. Whether it’s speed-eating ten bowls of ramen, finishing a family-sized KFC bucket, or surviving ghost pepper dumplings without water, these stunts brought suspense, humour, and a kind of spectacle that kept viewers hooked.
Beyond solo challenges, communal meals also found their spotlight. Korean BBQ, in particular, plays a big role in mukbang culture. The sizzling sound of meat grilling at the table, the dipping sauces, the lettuce wraps, all of it creates a multi-sensory experience that translates well on camera. Many mukbangers film group BBQ meals or solo setups, leaning into the interactive and social nature of the cuisine.
What began in East Asia quickly went global, inspiring a new generation of food creators. Enter Western personalities like Nikocado Avocado - dramatic and chaotic - the complete cultural opposite of the calm, precise, and community-driven vibe of many Asian mukbangs.
But mukbangs offered more than just entertainment. As viewers tuned in for the food, they also became curious about the packaging, the flavours, and where it all came from. This curiosity laid the foundation for what came next. Food creators were no longer just entertaining; they were also selling. From spicy noodles to street snacks and sizzling barbecue, mukbangs planted the seed for a much bigger trend: eating as marketing. And that is where influencers and convenience store hype come in.
Food influencers have evolved far beyond simply reviewing meals. Today, they play a major role in promoting specific products, brands and even destinations. One surprising trend is the spotlight on convenience stores like 7/11, especially in Thailand, which have become viral foodie hotspots. Once seen as just a stop for quick snacks, these stores are now must-visit destinations thanks to influencer coverage. Videos featuring Thai basil chicken rice boxes, Thai milk tea, egg pudding and reheated noodles regularly go viral on platforms like YouTube and Instagram Reels. The post often combines taste tests, aesthetic filming and relatable reactions, transforming everyday convenience food into a travel-worthy experience.
Influencers aren’t just showcasing food, they’re packaging it with storytelling, culture and visual appeal. By blending elements like mukbangs, travel vlog and food trends, they create immersive content where the food becomes part of a larger narrative about lifestyle and culture.
Japan Eat, a creator known for showcasing the simple warmth of Japanese good, embraces a solo-traveler, down-to-earth aesthetic that feels incredibly homely. Through short-form videos on Tiktok and YouTube, Japan Eat promotes everything from regional delicacies to instant ramen brands. Their video blends food styling, cultural facts and travel footage, making it the go-to source for audiences planning their trips. They don’t just show food; they sell the experience of eating it in a specific place, making food marketing more immersive, international and shareable.
Did you know? Pad Thai was introduced as a national dish by the Thai government in the 1930’s to boost international relations and tourism.
While it may be tempting to attribute the rise of viral food spots to influencers on platforms like YouTube or TikTok, beyond them lies the strategic role of the government in utilising food to attract tourism. So, what is the connection between the government and food?
Across Northeast Asia and beyond, national and regional governments have historically used the cultural power of food to boost tourism as a form of ‘soft power’. Soft power refers to a country’s ability to influence others through attraction and persuasion rather than coercion or force. In this context, using food as a form of soft power allows for an emotional, visual and tangible connection to one’s country, attracting consumers globally to their history, culture and community. Using cuisine in this way increases tourist curiosity, economic benefits and builds a national sense of identity.
Currently, there is an emerging government campaign to incentivise food influencers and creators to spotlight rural or lesser-known areas. These spots are thus marketed as ‘hidden gems’, shifting attention away from overcrowded tourist spots.
Last year, the Japan Food Product Overseas Promotion Center (JFOODO) launched the ‘Foodies love Japan’ campaign to promote the appeal of Japanese food culture to foreign visitors.
Initiatives included:
Capsule toys containing keychains with local delicacies from different regions, encouraging the interest in local foods beyond popular dishes.
#foodieslovejapan posts, diverting social media attention towards local and regional cuisines
Food stickers! Ads had stickers of regional cuisines and social media initiatives, generating more popularity about rural spots online.
An example of a sticker created by the Japanese government.
Similarly, in Korea this year, the Seoul Tourism Organisation launched promotional videos using a Korean celebrity chef, Edward Lee. These videos depict Lee’s journey through Seoul, showing off local spots, as well as renowned food destinations. By using celebrity endorsements to influence others, Korea hopes to promote Seoul’s culture on social media globally to boost tourism demand.
New tourism campaign
Ultimately, the role of food goes far beyond nourishment or entertainment. It’s a form of power, allowing for economic development, image building and cultural diplomacy. Next time you see a food vlogger promoting a hidden gem in a remote village, look beyond the chopsticks. You might just be watching diplomacy in action!
Here’s some food for thought. Food has become more than just something you consume. It’s a chance for connection, culture and commerce. From mukbangers and food influencers to even the government, food has become a critical tool in creating entertainment, as well as producing tourism. Next time you have a bite, remember the potential power and influence you can create!
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