ABSTRACT
The personal broadcasting of Mukbang on the internet is vigorous among young people in their twenties. They are keen to participate in the cult rituals of broadcasting the self-image of eating in public. Most join the Mukbang culture by watching video clips while the more active and ambitious voluntarily produce and circulate Mukbang video clips themselves. The Korean history of Mukbang on television broadcasting and film started with the male film star Ha Jungwoo, known by the nickname the ‘legend of Mukbang’ among audiences. Since Mukbang has achieved great success, several broadcasting companies have become very busy producing and delivering various formats of Mukbang to the extent that the term ‘the era of Mukbang’ has become a colloquial expression. The cultural and economic features of Mukbang may be analysed from the perspective of novel popular cultural aesthetics.
