“Tara, Kain!”: A Netnography on Eating Habits Portrayal and Viewer Response of Filipino Mukbang Videos
Document Types
Paper Presentation
School Name
De La Salle University
Track or Strand
Science, Technology, Engineering, and Mathematics (STEM)
Research Advisor (Last Name, First Name, Middle Initial)
Cho-oy, Denver, M.
Start Date
23-6-2025 3:30 PM
End Date
23-6-2025 5:00 PM
Zoom Link/ Room Assignment
EKR 404
Abstract/Executive Summary
Mukbang is a digital eating broadcast that originated in South Korea. Over the years, it has gained popularity in the Philippines. Filipino mukbang content creators not only entertain but also showcase local food, traditions, and social values, while engaging with their audience. This study explores how eating behaviors are portrayed in Filipino mukbang content and how viewers respond to them, aiming to uncover the cultural and psychological implications of this digital trend. Using a qualitative netnographic approach, researchers analyzed the top 15 most-viewed mukbang videos by Filipino content creators on YouTube. Through semiotic analysis and deductive content analysis, the researchers were able to find key themes and patterns. The findings revealed that Filipino mukbangs are characterized by five major themes: engagement, enthusiasm, abundance, ASMR, and tradition. Eating behaviors such as overeating, eating quickly, and consuming extremely spicy food were commonly done by creators. These behaviors drew a variety of viewer responses, reflected in the comments section of each of the 15 videos. Responses could be summarized into four main categories: encouraged, neutral, concerned, and grossed out. This indicates a strong link between creator behavior and audience perception. In conclusion, Filipino mukbang videos reflect both cultural pride and potential health concerns. While they foster connection and entertainment, they also risk normalizing unhealthy eating habits. The study highlights the need for critical viewing and responsible content creation and underscores the relevance of mukbang to media, cultural, and public health.
Keywords
Filipino; mukbang; netnography; eating habits; viewer response
Research Theme (for Paper Presentation and Poster Presentation submissions only)
Media and Philippine Studies (MPS)
Initial Consent for Publication
yes
Statement of Originality
yes
“Tara, Kain!”: A Netnography on Eating Habits Portrayal and Viewer Response of Filipino Mukbang Videos
Mukbang is a digital eating broadcast that originated in South Korea. Over the years, it has gained popularity in the Philippines. Filipino mukbang content creators not only entertain but also showcase local food, traditions, and social values, while engaging with their audience. This study explores how eating behaviors are portrayed in Filipino mukbang content and how viewers respond to them, aiming to uncover the cultural and psychological implications of this digital trend. Using a qualitative netnographic approach, researchers analyzed the top 15 most-viewed mukbang videos by Filipino content creators on YouTube. Through semiotic analysis and deductive content analysis, the researchers were able to find key themes and patterns. The findings revealed that Filipino mukbangs are characterized by five major themes: engagement, enthusiasm, abundance, ASMR, and tradition. Eating behaviors such as overeating, eating quickly, and consuming extremely spicy food were commonly done by creators. These behaviors drew a variety of viewer responses, reflected in the comments section of each of the 15 videos. Responses could be summarized into four main categories: encouraged, neutral, concerned, and grossed out. This indicates a strong link between creator behavior and audience perception. In conclusion, Filipino mukbang videos reflect both cultural pride and potential health concerns. While they foster connection and entertainment, they also risk normalizing unhealthy eating habits. The study highlights the need for critical viewing and responsible content creation and underscores the relevance of mukbang to media, cultural, and public health.
https://animorepository.dlsu.edu.ph/conf_shsrescon/2025/paper_mps/5
