Frequent mukbang viewing may lead to overeating in adults

Watching mukbang videos regularly can have positive and negative effects on adult dietary behaviours, according to a cross-sectional study.

A team of investigators examined data from a National Cancer Center survey involving 1,210 Korean adults aged 20‒64 years. They categorized participants by mukbang viewing frequency and assessed them using the revision of Nutrition Quotient for Korean Adults (NQ-2021), which includes three domains: balance, moderation, and practice.

The investigators also assessed self-reported changes in eating behaviours, such as dining out, delivery, or instant food consumption, and impulsive eating. Finally, they analysed the associations using multivariable logistic regression, with adjustments for sociodemographic variables.

More frequent mukbang viewing showed a significant association with a higher likelihood of being in a better grade in the balance domain (≥5 times/week: odds ratio [OR], 2.88, 95 percent confidence interval [CI], 1.57‒5.30) but also with a lower likelihood of being in the moderation domain (≥5 times/week: OR, 0.21, 95 percent CI, 0.12‒0.38). No significant differences were noted in the practice domain total score.

In addition, frequent mukbang viewers were more likely to dine out, have food delivery, or consume instant food (≥5 times/week: OR, 3.24, 95 percent CI, 1.72‒6.08). They also tended to do impulsive or binge eating (≥5 times/week: OR, 2.80, 95 percent CI, 1.55‒5.06).

On the other hand, adults with moderate mukbang viewing (3‒4 times weekly) were more likely to have decreased dining out, delivery, or instant food consumption (OR, 3.55, 95 percent CI, 1.42‒8.90).

“This study’s findings highlight mukbangs’ influence and the need for further research and public health strategies to maximize its potential benefits,” the investigators said.

“Mukbang, a popular digital content genre where hosts consume large quantities and diverse foods on screen, has gained widespread popularity worldwide,” they noted.