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Videos of people sipping on molten lava, eating rocks, and cutting fruits made of glass are racking up millions of views on social media.

Mukbang translates to “eating broadcast” in Korean. Learn why people in Korea and the U.S. are watching strangers eat large quantities of food on YouTube.

Unlike mukbang, eating ASMR focuses more on the sounds that emanate from someone’s mouth, whether that’s loud and crunchy or soft and slurpy.

Kieanna, a mukbang creator with over one million followers on TikTok, often posts videos of herself eating food with sounds intended for ASMR, she said.

Notice how Vogue’s mukbang-inspired videos utilize the genre’s hallmarks and techniques, like having their celebrity subjects talk about themselves or encourage them to create ASMR sounds.

A TikTok in which a creator eats raw cookie dough in strawberry milk went viral, with critics saying it goes too far—even for mukbang content.

The world of 'mukbang' - where online creators share videos of them eating (often excessive) amounts of food while chatting to followers - has been attracting growing criticism.