Eating on camera: a creator-centric case study of mukbang engagement in India

Mukbang, a global digital phenomenon in which individuals consume large quantities of food on camera, has gained increasing popularity across cultural contexts. Despite its growth in India, limited research has examined mukbang through the perspective of content creators. The present study addresses this gap through an in-depth qualitative case study of an Indian mukbanger and male fitness content creator from Uttarakhand ("A"). A 75-min semi-structured interview was conducted via Zoom with an Indian mukbanger. The analysis generated three interconnected themes reflecting the creator's perceptions of audience engagement: (1) vicarious gratification and appetite regulation, (2) food preferences and non-vegetarian appeal, and (3) parasocial and gendered engagement dynamics. Findings suggest that, from the creator's perspective, mukbang functions as a digital site of vicarious eating, sensory stimulation, and parasocial interaction, through which viewers are perceived to regulate cravings, seek companionship, and engage with culturally embedded food practices. At the same time, the creator's account highlights tensions surrounding the normalization of excessive consumption and the "thinness paradox," wherein high-volume eating is performed alongside maintaining physical fitness. He also highlights how online hatred fuels platform engagement. While the study does not directly examine audience behavior, it provides insight into how creators interpret and construct their audiences within platform-driven ecosystems. These findings raise important ethical and public health considerations, particularly in relation to disordered eating patterns, digital influence, and the responsibilities of content creators and platforms.