Does Mukbang Help Cravings? The Surprising Truth

December 21, 2025 •

4 min read

Reports show some viewers watch mukbang to achieve vicarious satisfaction, potentially controlling their diet by enjoying food virtually. But the question remains: Does mukbang help cravings or does it amplify them? The answer is not simple and depends on complex psychological factors.

Quick Summary

Mukbang's effect on cravings is a double-edged sword, with some research indicating temporary vicarious satiation while other studies strongly link frequent viewing to increased hedonic hunger and unhealthy eating behaviors.

Key Points

Dual Effect: Mukbang can produce a temporary feeling of vicarious satisfaction for some, but often increases hedonic hunger and amplifies cravings for others.
Increased Hedonic Hunger: Frequent mukbang viewing, especially of high-calorie items, is linked to a rise in hedonic hunger—craving pleasurable foods regardless of physical hunger.
Unhealthy Behavior: Repeated exposure to the large portions in mukbang can normalize binge-eating, potentially contributing to eating disorders and external eating based on visual cues.
Vulnerable Viewers: Individuals with a history of dieting or disordered eating are particularly susceptible to the negative triggering effects of mukbang.
Healthy Alternatives: Effective ways to manage cravings include practicing mindfulness, using distraction, staying hydrated, eating nutrient-dense foods, and managing stress.
Psychological Coping: While some watch mukbang for social connection, prolonged reliance on virtual companionship may worsen feelings of isolation and not resolve underlying emotional issues.
Mindful Consumption: Viewers should be self-aware of their own triggers and motivations for watching to determine if the content is helpful or harmful to their craving management.

The Dual-Edged Sword: Mukbang's Complex Psychological Impact

For many viewers, watching a mukbang video can feel like a satisfying distraction, a form of digital companionship that temporarily fulfills a craving. The visual and auditory cues—the vibrant colors of the food, the satisfying crunch, chew, and slurp of the host—can trigger a vicarious experience of eating. Some research has explored this idea, finding that for certain individuals, watching immersive food content can lead to a phenomenon known as vicarious satiation. This temporary 'satisfaction' is one of the primary reasons some people turn to mukbang as a dieting tool.

However, a growing body of research presents a contradictory and more concerning picture. The very act of watching a mukbang video, especially those featuring high-calorie, high-fat, and high-sugar foods, can activate the brain's reward centers. For many viewers, particularly those prone to disordered eating, this stimulation does not lead to satiation but to heightened cravings, a phenomenon known as hedonic hunger. Hedonic hunger is the desire for pleasurable foods independent of actual physiological need, and frequent exposure to mukbang content has been shown to increase it.

The Trigger Effect: How Mukbang Increases Hedonic Hunger

While the concept of vicarious satiation exists, it is often overshadowed by mukbang's potential to act as a powerful trigger for unhealthy eating. This is particularly true for vulnerable individuals like those with a history of dieting or disordered eating.

Conditioned Responses to Food Cues

Repetitive and ritualistic watching of mukbang can create conditioned responses in the brain, linking the specific food cues (visual and auditory) to a desire to eat. Studies have shown that increased exposure to food-related media can increase external eating behavior, where individuals eat in response to external cues rather than internal hunger signals. This means viewers may find themselves craving and consuming the exact foods they see in the video, often in unhealthy amounts.

Normalization of Overeating

Many mukbang creators consume excessively large portions, normalizing binge-eating behavior. For impressionable or vulnerable viewers, this can distort their perception of healthy eating habits and increase the likelihood of imitating extreme consumption patterns. This normalization can be particularly damaging for those already struggling with their relationship with food.

Potential Effects of Watching Mukbang on Cravings


Feature	Potential Benefit (For Some)	Potential Harm (For Many)
Psychological Satiation	May induce vicarious fullness through ASMR and visual stimuli, temporarily curbing a craving.	Can activate the brain's reward centers, heightening hedonic hunger and triggering a stronger craving.
Social Connection	Provides a sense of virtual companionship, alleviating loneliness and distracting from cravings.	The reliance on virtual interaction may reduce engagement in real-world social activities, exacerbating feelings of isolation over time.
Eating Habits	Viewers might discover new foods or cuisines without the caloric intake.	Normalizes overeating and encourages external eating behaviors, where food is consumed based on visual cues rather than hunger.
Dieting	Some viewers use it as a tool to control their own eating, experiencing pleasure vicariously.	For restrained dieters, exposure to mukbang can increase the risk of binge eating and other disordered eating patterns.

Healthier Alternatives for Managing Cravings

If you find mukbang videos are a trigger rather than a cure for your cravings, here are some healthier and more effective strategies:

Practice Mindfulness: Pay attention to your body's signals to distinguish between physical hunger and a psychological craving. Mindfulness-based strategies can help reduce food preoccupation and increase perceived control over eating.
Distract Yourself: Engaging in an enjoyable, unrelated activity can help you push past a craving until the urge subsides. Examples include reading, taking a walk, or listening to music.
Eat Nutrient-Dense Foods: Consuming foods high in fiber, protein, and healthy fats can keep you feeling fuller for longer. Have healthy snacks on hand, like nuts, fruit, or yogurt, to satisfy a genuine hunger pang.
Manage Stress and Get Enough Sleep: High stress and insufficient sleep can both trigger cravings. Incorporate relaxation techniques like deep breathing or yoga into your routine and prioritize a consistent sleep schedule.
Hydrate with Water: Sometimes, thirst is mistaken for hunger. Drinking a glass of water can often help to curb a craving.

Conclusion: Finding the Right Balance

While the concept that mukbang helps cravings through vicarious satiation is popular, scientific research suggests that for many, the reality is the opposite. Frequent mukbang viewing is more likely to increase hedonic hunger, encourage unhealthy eating habits, and negatively impact psychological well-being, particularly for those with pre-existing eating challenges. Ultimately, if you use mukbang to curb cravings, it is crucial to recognize that it is a double-edged sword. Mindful consumption and awareness of your personal triggers are essential. For sustainable craving management, employing healthier alternatives that address the root cause of the craving is a far more reliable strategy. For more on the psychology of food consumption, see this article by the Association for Psychological Science on The Hungry Mind.

Frequently Asked Questions

For some individuals, watching mukbang can temporarily reduce cravings through a psychological effect called vicarious satiation, particularly if the content is watched repeatedly. However, for many, especially those prone to external eating, it is more likely to trigger stronger cravings for high-calorie foods.

Hedonic hunger is the desire to eat for pleasure rather than physical need. Mukbang videos, especially those with high-calorie foods, activate the brain's reward centers, and research has found a positive correlation between mukbang addiction and increased hedonic hunger.

Yes, some studies suggest that problematic mukbang watching may be a sign of underlying emotional distress or unfulfilled social needs, with some individuals using it as a form of coping or escapism. It's also been linked to eating disorder symptoms.

No, while some viewers claim to watch mukbang for weight control through vicarious satisfaction, many experts caution against this. The practice can normalize overeating and potentially trigger binge-eating behaviors, which is counterproductive for managing weight.

Healthier alternatives include practicing mindfulness to distinguish between hunger and cravings, drinking water, distracting yourself with another activity, and stocking up on nutrient-dense snacks like fruit, nuts, and yogurt.

Yes, research indicates that frequent mukbang watching is associated with unhealthy dietary behaviors, such as increased consumption of fast food and late-night snacking. It can encourage external eating based on visual cues.

Yes, the content can play a significant role. Watching mukbangs featuring large amounts of high-calorie foods is more likely to trigger unhealthy cravings than watching content that focuses on healthier eating or provides cooking tips.