Does Watching Mukbang Increase Appetite? The Psychological Impact

January 13, 2026 •

4 min read

Recent studies have revealed a significant positive correlation between frequent mukbang consumption and disordered eating symptoms. This online phenomenon raises the question: does watching mukbang increase appetite, or does it fulfill some other need, like companionship? Research suggests the answer is complex, involving psychological gratification and physiological responses triggered by sensory stimuli.

Quick Summary

This article explores the evidence behind the claim that mukbang increases appetite. It delves into the sensory triggers, psychological motivations, and potential health risks associated with the viewing habits, including disordered eating and overconsumption.

Key Points

Sensory Stimulation: Visual food cues and ASMR sounds in mukbang videos can directly activate the brain's reward system, increasing cravings.
External Eating Triggers: Mukbang promotes eating in response to external stimuli rather than genuine internal hunger, increasing the risk of overconsumption.
Psychological Coping Mechanism: Many viewers use mukbang for digital companionship or as a form of escapism, compensating for real-life loneliness or stress.
Disordered Eating Risk: The glorification of binge eating can lead to disordered eating patterns, body image issues, and potentially exacerbate existing eating disorders.
Unhealthy Food Choices: Frequent mukbang viewers tend to increase their consumption of high-calorie, unhealthy foods like fast food and sugary drinks.
Potential for Vicarious Satiation: While some viewers may experience a form of satiation by proxy, for many, the effect is the opposite, resulting in increased appetite and external eating.

The Sensory Stimuli of Mukbang

One of the most immediate ways mukbang can increase appetite is through its powerful sensory components, both visual and auditory. Mukbang videos are intentionally designed to be highly stimulating, and this sensory overload directly impacts the brain's food-reward system.

Visual Triggers: Food 'Porn' and Palatability

The visual feast presented in mukbang is often a major factor. The high-definition, close-up shots of high-calorie, palatable foods can trigger what is sometimes referred to as "visual hunger". Studies using functional magnetic resonance imaging (fMRI) have shown that visual food cues, particularly those of high-calorie foods, cause heightened neural activation in brain areas associated with reward and appetite. This means that merely seeing these foods can initiate a physiological response that makes a person feel hungry, even if they are not genuinely in need of sustenance.

Auditory Triggers: The Power of ASMR

Many mukbang videos incorporate Autonomous Sensory Meridian Response (ASMR), amplifying the sounds of eating—chewing, slurping, and crunching. These sounds, while relaxing for some, are a form of auditory food cue that can also activate the brain's reward centers. For many viewers, the amplified chewing sounds can create a vicarious eating experience, which may inadvertently increase their own cravings and desire for food. This sensory crossover between observing and experiencing can blur the lines of satiation.

Psychological Motivations and the Compensatory Model

Beyond sensory triggers, psychological factors play a crucial role in why mukbang watching increases appetite. Many viewers turn to mukbang as a coping mechanism, and this compensatory behavior can significantly impact eating habits.

Digital Commensality and Social Isolation

Research has identified social loneliness as a key motivator for watching mukbang. For individuals who live or eat alone, these videos offer a form of "digital commensality," or the feeling of eating with others. This parasocial interaction with the host can reduce feelings of isolation, but this temporary relief can lead to reliance on the content, fostering unhealthy eating patterns. Viewers may subconsciously seek to replicate the shared meal experience, driving them to eat more.

Vicarious Satiation or Increased Cravings?

The psychological impact of watching others eat is a double-edged sword. Some viewers watch mukbang to achieve "vicarious satiation"—that is, feeling full by watching others eat. However, studies show that for a significant portion of the audience, the effect is the opposite. A study involving Chinese mukbang viewers found a strong correlation between compensatory psychology and increased food intake. Instead of feeling full, viewers with this motivation experienced an increase in their own appetite and food consumption.

The Link to Unhealthy Habits

External Eating Behavior: Frequent mukbang watching has been linked to an increase in "external eating behavior," which is eating in response to external food cues (like seeing food) rather than internal hunger cues.
Higher-Calorie Choices: A Korean study found that adolescents who frequently watch mukbang consume more fast food, late-night snacks, and sweetened beverages.
Increased Hedonic Hunger: Exposure to mukbang is significantly associated with hedonic hunger, defined as cravings for palatable foods driven by pleasure rather than physiological need. This is particularly prevalent in videos featuring high-calorie foods.

Comparison: Watching Mukbang vs. Regular Eating


Feature	Watching Mukbang	Mindful, Regular Eating
Stimulus Source	External visual and auditory cues; amplified sounds.	Internal hunger and satiety signals.
Food Type	Often high-calorie, processed, and palatable foods.	Balanced, varied, and nutritionally-conscious choices.
Psychological Effect	Compensatory internet use, digital commensality, escapism.	Connection, enjoyment, and nourishment.
Appetite Impact	Increased appetite, hedonic hunger, and cravings.	Satisfied appetite based on physiological needs.
Health Consequences	Potential for binge eating, weight gain, and eating disorders.	Supports balanced eating patterns and overall health.

Health Risks and the Future of Mukbang

The most concerning aspect of the mukbang trend is its potential impact on physical and mental health. The normalization of excessive, high-calorie eating can distort perceptions of healthy dietary behaviors, particularly in younger, more impressionable viewers. The phenomenon has been linked to disordered eating behaviors, including binge eating and the development of unhealthy relationships with food. For individuals already struggling with eating disorders like anorexia or bulimia, mukbang can be particularly triggering, reinforcing harmful consumption patterns. The health risks extend beyond viewers to the mukbang creators themselves, who often face health complications from their extreme dietary practices. As the trend continues to evolve, with some creators reportedly editing videos to appear as if they ate more than they did, the misrepresentation of reality further complicates viewers' understanding of healthy eating. The research is still evolving, but the evidence points towards a significant influence on appetite and eating behaviors.

Conclusion

Based on a growing body of evidence, watching mukbang videos does have the potential to increase appetite, influence food choices, and lead to unhealthy eating habits through a combination of powerful sensory stimulation and complex psychological mechanisms. The visual and auditory cues trigger the brain's reward system, creating cravings and a desire for palatable food. Meanwhile, psychological factors like seeking companionship or escaping from reality through a compensatory internet behavior can drive viewers to overeat and develop external eating habits. Understanding these dynamics is crucial for promoting healthier media consumption habits and mitigating the potential negative health consequences associated with mukbang culture.

What to Do If You're Affected

If you find mukbang watching negatively impacts your eating habits, consider these steps:

Reduce your exposure: Limit the time you spend watching mukbang videos or take a break entirely.
Be mindful: Practice mindful eating, focusing on your internal hunger and fullness cues rather than external stimuli.
Seek alternatives: Find other forms of entertainment that don't involve food and still provide a sense of connection, such as gaming, podcasts, or online forums.
Get professional help: If you suspect you may be experiencing disordered eating, consider seeking help from a healthcare professional or a therapist. Support is available for developing a healthier relationship with food.

Frequently Asked Questions

While some viewers may report a feeling of "vicarious satiation" by watching others eat, multiple studies show this is often not the case. Many people find that mukbang increases their own cravings and leads to higher food intake, rather than satisfying it.

ASMR mukbang, which amplifies eating sounds, can be particularly stimulating. The auditory cues work with the visual ones to activate the brain's reward centers, potentially enhancing the effect of increasing cravings compared to silent food videos.

For many, watching mukbang can be a harmless form of entertainment. However, for those with tendencies toward disordered eating, or for frequent viewers who begin to develop external eating habits, it can be detrimental. The content can normalize unhealthy portion sizes and food choices.

People watch mukbang for a variety of reasons, including entertainment, reducing loneliness through digital companionship, and escaping from stress. For some, the temporary gratification of watching is more appealing than addressing the underlying issue of why they turn to mukbang in the first place.

Hedonic hunger is the desire to eat for pleasure, not out of physical need. Studies have found a significant correlation between mukbang watching and increased hedonic hunger, particularly for palatable, high-calorie foods often featured in the videos.

Yes, research indicates that adolescents may be more susceptible to the negative influences of mukbang, as they are easily influenced by media trends. Studies have shown links between frequent mukbang viewing in younger demographics and higher rates of unhealthy eating habits, poor body image, and perceived stress.

To minimize mukbang's influence, try to reduce your exposure, be mindful of your body's natural hunger cues, and find alternative hobbies that provide the relaxation or entertainment you seek. If you're struggling, consider talking to a healthcare professional or a therapist.