Digital Feasts and Cultural Narratives: Analyzing Eating Practices and Audience Responses in Filipino Mukbang Content

Proponent/s Name/s (Last Name, First Name, Middle Initial)

Felicia Phen P. Labrador, De La Salle UniversityFollow
Marison Claire B. Aristorenas, De La Salle UniversityFollow
Miel Alaena S. Frias, De La Salle UniversityFollow
Denver M. Cho-oy, De La Salle UniversityFollow

Document Type

Paper Presentation

Research Advisor (Last Name, First Name, Middle Initial)

Cho-Oy, Denver M.

Abstract/Executive Summary

Mukbang, a genre of digital eating broadcasts originating from South Korea, has evolved into a localized phenomenon in the Philippines, reflecting the country’s culinary practices, cultural values, and digital habits. This study examines the characteristics of Filipino mukbang content on YouTube, analyzes the portrayal of eating behaviors, and investigates audience engagement and responses. Employing a qualitative, multi-method research design, the study analyzed the top 15 most-viewed mukbang videos by Filipino creators using a semiotic and deductive content analysis approach. The findings revealed that Filipino mukbang content can be thematically framed through the Engagement, Authenticity, and Tradition (EAT) framework. Content creators commonly code-switch between Filipino and English, simulate communal dining through informal settings, and express genuine enjoyment through ASMR elements and exaggerated reactions. Local food traditions—such as kamayan, prayers before meals, and the showcasing of regional dishes—underscore the cultural identity embedded in these videos. However, the content also frequently portrays problematic eating behaviors, including overeating, rapid consumption, and excessive intake of spicy foods. Viewer responses, analyzed from over 750 comments, were categorized into four main themes: positive affective engagement, cultural and moral reflections, protective or concerned engagement, and disgust or rejection. These responses reflect both affective resonance and moral discomfort among viewers. The study concludes that Filipino mukbangs serve as digital spaces where cultural pride, sensory entertainment, and potential public health concerns intersect. It recommends that future media content promote responsible consumption while preserving cultural storytelling, and encourages critical literacy among viewers to navigate mukbang content mindfully.

Keywords

ASMR; audience engagement; eating behaviors; Filipino culture; Filipino mukbang