Infodemiology of interest in mukbang on YouTube in Eastern Europe 2020–2025

Abstract

This study explores the rise of mukbang—the audiovisual practice of watching others eat large quantities of food—within the sociocultural context of Eastern Europe between 2020 and 2025. Objective: To quantify the 2020–2025 Europe-wide dynamics of YouTube-based interest in mukbang and to characterise Eastern Europe’s thematic query profile. Methods: Combining an infodemiological analysis of YouTube search behavior with a thematic synthesis of scientific literature, the research highlights how digital commensality has emerged as both a form of sensory gratification and a coping mechanism in socially fragmented environments. While most scholarly attention on mukbang has focused on East Asia, this study addresses a critical regional gap by analyzing interest patterns across 44 European countries and identifying distinct thematic preferences in Eastern Europe. Results: Findings show that Autonomous Sensory Meridian Response-driven content dominates the mukbang landscape in the region, revealing a platform-mediated transformation of social rituals around food. Implications: The study contributes to the understanding of how algorithmic cultures and platform consumption reshape food-related behaviors and public perceptions, emphasizing the need for regionally adapted literacy, regulation, and further sociological inquiry.