Top 10 mukbang influencers and how your brand can work with them for maximum profit in 2025

Here’s what this guide on mukbang influencers gives your brand.

Mukbang is meal-sharing on camera — often quiet, close-up, and sound-led (crunch, sizzle, slurp) — posted live or pre-recorded by YouTube influencers or TikTok creators. It began in South Korea in the late 2000s and spread worldwide. Viewers don’t show up only for “huge portions”; they show up for company and the feeling of eating with someone. Researchers describe this as digital commensality and para-social connection. 

That mix of sensory detail and “eat together” energy pairs well with creator content. ASMR has drawn large, long-running audiences on YouTube, which helps explain why close-ups and clean audio land so well in food videos. 

It’s also big. On TikTok alone, videos tagged #mukbang have been watched well over 600 billion times, per TikTok’s own Creative Center, which tracks hashtag view counts across markets.

There’s also a timing angle: ad money is shifting toward creator and user-generated clips. Multiple industry trackers using GroupM/WARC data say professionally produced content is set to fall below half of content-driven ad spend around 2025–2026.

This guide from the Famesters food influencer agency experts keeps it practical. First, we clear up what mukbang is (and isn’t) today and where it works best — TikTok for quick discovery, YouTube for longer hangs, Instagram for reminders. Then we show which categories fit (from QSR and snacks to beauty wear-tests, creator tech, payments and delivery, home/cleaning, small appliances, retail, events, and even mobile games). You’ll meet 10 mukbang influencers with distinct styles, plus a simple way to test two hooks, keep what holds attention and earns clicks, and scale the winners — without losing the natural feel that makes mukbang work.

What is mukbang today?

Mukbang is meal sharing on camera, not just “eating huge portions.” The pull is texture and sound (crunch, sizzle, slurp) plus the feeling of eating with someone. You’ll see both live streams and pre-recorded videos. Two styles often overlap:

• ASMR-led: quiet, close-up, sound first.
• Talky/story-time: the creator chats while eating, with quick cuts and captions.

This sits inside a wider idea researchers call digital commensality — sharing meals through screens — which helps explain why viewers treat these videos like company. 

Where mukbang works best

• TikTok: fastest discovery — short hooks, tight macros, quick payoffs.
• YouTube: longer “hang out” sessions, full meals, repeatable series.
• Instagram: reminders and saves — reels and stories that keep a product or place top of mind.
• Twitch: live, chat-driven meals — real-time conversation, longer sessions, tips/subs, easy to build running in-jokes and regulars.

Why it moves people (the mechanics, with proof)

• It feels social. Viewers use mukbang to “eat with” a creator. Studies on digital commensality show that remote meal-sharing can deliver some of the same social comfort as eating together in person. 
• People form bonds with the host. Parasocial relationships (the sense that you “know” the creator) are common in mukbang, and research links those bonds to stronger attitudes toward the content and higher intention to keep watching—and, in some studies, to purchase intent. 
• The sound keeps you there. Many clips lean on ASMR. Lab work shows ASMR can lower heart rate (calming) while raising skin conductance (attention) — a combo that helps people settle in and keep watching. 
• Close-ups make food feel more “real.” Sound changes taste and texture judgments: classic sensory studies found that boosting the crunch sound made identical chips seem crisper and fresher. That’s why clean bite audio and tight macros matter. 

The story is simple and satisfying. The best clips follow a clear arc: build → first bite → payoff (a short, genuine reaction). That predictability, plus the social and sensory pieces above, is what makes people stay, comment, and often try the same thing.

Which brands benefit most from mukbang (food-first and beyond)

Food & drinks

Mukbang works best when a product has texture, a small ritual, and a clear “before → bite → reaction” arc. That’s why quick-service and fast-casual brands slot in so naturally. A burger gets stacked, a bowl gets mixed, a taco gets the squeeze-and-dip — and the first bite lands with a clean crunch or sizzle. These clips localize well: the same format works in Los Angeles, Singapore, or Madrid with a store tag, price on screen, and a simple “order here” cue. The only caution is portion optics and competitor exclusivity — frame spreads as shareable and lock out direct rivals during the run.

Snacks and confectionery travel for a different reason: sound. Chips snap, wafers crack, caramel sticks and pulls. A 9–15 second “sound test” is enough to sell texture and make viewers want to try the exact pack they just heard. Keep the framing friendly (kid-adjacent content needs clear disclosures), and let the mic, not the voiceover, do the heavy lifting.

Sauces, condiments, and dips are pure mukbang logic. The “dip-and-bite” is the money shot that ties taste, texture, and a tiny bit of theater into one beat. Mix-and-match flights (“three dips, one bite”) or “forbidden mixes” (two sauces combined) give creators something playful to do while keeping the product centered. Flag allergens and spice levels on screen so viewers know exactly what they’re seeing.

Instant meals and noodles bring steam, stretch, and slurp — the camera loves all three. Spice ladders (mild → hot) create simple series, while “budget vs. premium” comparisons help people choose. Show prep steps quickly with timer overlays, then give the first bite space to breathe. Be careful with boiling liquid and health positioning; safety cues keep the scene comfortable.

Beverages pair naturally with the food arc. A can crack, fizz, and pour is a satisfying beat before or after the bite, and pairing logic is easy to grasp (spicy dish + cooling drink, rich dish + bright soda). Put the serving size and flavor on screen, and handle caffeine or alcohol policies cleanly.

Grocery, supermarkets, and meal kits benefit from the neat “haul → cook → bite” storyline. A basket turns into ingredients; ingredients turn into the first bite. Price per serving and receipt overlays give viewers something useful to screenshot. Get permission for in-store filming, and label promos clearly so trust stays intact.

Food-adjacent brands

Cookware and kitchen tools fit because they set up the bite. Sizzle, chop, blend, and froth are all ASMR-friendly, and before/after textures show why the tool matters. Keep angles safe, add a quick cleaning shot, and let the food take the final bow.

Tableware and storage change how food looks and sounds. Bento “pack with me,” leak-proof checks, and snap-shut lids are small, honest tests that play well on camera. Label capacity and care instructions to avoid back-and-forth in comments.

Delivery apps and logistics tie the story together: tap to order, a live ETA creeping closer, a handoff at the door, then the bite. Viewers see the real timeline and the final payoff in one clip. Use deep links and geo targeting; be transparent about fees.

Tourism and venues — food halls, markets, hawker centers — are made for “crawl” edits. Three stops, three bites, map pins, prices, end with a favorite. Add multilingual captions where helpful, and follow local rules and sensitivities.

Non-food brands that pair surprisingly well with mukbang

Beauty — especially long-wear lip color and transfer-proof products — thrives under a messy, spicy meal. It’s an honest stress test: apply, eat, wipe, reveal. Keep the tone simple (shade name on screen, no medical claims) and let the close-up do the talking. If you’re also in search of other various influencers to promote your beauty brand, check out our articles: Top 10 makeup influencers and Top 10 male beauty influencers.

Streaming and entertainment plug into a real ritual: watch-and-eat. Build a small themed menu around a premiere or episode night. Show logo and hashtag on screen, keep it spoiler-free, and make the clip easy to mimic at home.

Phones, mics, lights, and tripods are the backbone of good mukbang. Split-screen camera tests, mic placement demos, and low-light dinner checks show viewers exactly why the gear matters. Share settings in captions and include a short raw-audio moment so people can hear the difference. Also, check our Top 10 tech influencers that can help you promote phones and other such products.

Payments, wallets, and gift cards live naturally in an “order with me” flow. Show the cart, codes, fees, and final total, then the handoff and the bite. Deep links and clear promos reduce friction; required disclaimers keep it clean.

Ride-hailing and mobility slot in as the last mile. A timed pickup, a quick drive-through run, or a picnic transfer creates a tidy beat before the eating scene. Film safely and get consent for any handoffs on camera.

Home and cleaning products close the loop: mess → clean. A greasy splatter becomes a wipe, a pan becomes spotless, utensils go from coated to clear. One provable claim and a labeled “after” shot are enough—no need to oversell.

Small appliances — air fryers, toaster ovens, frothers, blenders — earn their keep with texture. A three-minute crisp test, a silent froth, a quick blend-to-pour sequence all set up a better bite. Add a timer overlay and basic heat safety.

Tabletop and apparel can be practical or playful: stain-resistant fabrics in a spill test, themed tees during a series, or creator collabs tied to a signature dish. Keep it honest — don’t stage unsafe spills just for drama.

Retail and convenience stores turn into shoppable hauls. “€20 haul → dinner” with a receipt overlay gives viewers a plan they can copy. Tag the store and list prices so the value is clear.

Events and venues — fairs, festivals, night markets — offer many small bites in one clip. Label locations, include access notes, and invite viewers to suggest the next stop.

Mobile games can work, too — especially restaurant sims or titles you can play during a snack break. A small face-cam in the corner while the main screen records gameplay keeps the food present without stealing focus. Add a clear install CTA and respect age ratings.