"MUKBANG" videos, which started as a Korean trend and show a person eating to excess is a staple genre of online video platforms. But the practice is being increasingly called out and criticized. Now there's a counter genre referred to as "sosikjwa." In these videos people proudly reveal that they eat very little in tiny portions..
It is often said that the appetite grows with eating. And a lot oft Korean video stars seem to believe this fervently. Some of them like PaToo, Tomin and Shukii have become genuine celebrities in their native country thanks to their "mukbang" content. They can be seen eating astronomical quantities of food, alone, at home. With more or less degrees of difficulty... and pleasure.
These videos gained popularity in South Korea in 2010, before being exported internationally. Since then, they have become commonplace on the Internet. However, "mukbangs" are falling somewhat out of favor in the country where they originated. They have been criticized as promoting eating disorders in young people, while contributing to food waste. In other words, "mukbangs" are losing steam.
A minimalist approach to eating
And they are falling even more out of fashion since the appearance of "sosikjwa." This Korean word comes from the contraction of the verb "sosik" ("to eat small quantities") and the suffix "jwa ("king"). It refers to individuals who eat like a bird and flaunt it on social networks.
Singer and actress Sandara Park and presenter Park So-hyun embody this ideology perfectly. They talk about their minimalist food preferences on the YouTube channel "Unnies without Appetite." And it's proved a major success: the videos they post have had more than 53.4 million views to date.
The transparency with which the two women talk about their eating habits explains why Korean Internet users are finding the videos so fascinating. In one of them, Park So-huyn says she usually drinks two vanilla lattes in a day... and that's it. Sandara Park sometimes only eats one banana a day to feel full.
While some may question the nutritional benefits of these diets -- and rightly so, Shim Cheong, the producer of "Unnies without Appetite," defends the stars. "Everyone is interested in eating well and living well. What's important in 'mukbang' is not to eat large amounts of food, but eat to one's satisfaction. That's the whole purpose of this program: to show that sosikjwa also enjoy food," he told the Korea Times.
Watch out for indigestion
For the sake of the spectacle and interation with their audience, Sandara Park and Park So-hyun try to taste the many dishes chosen by the guests they receive on their YouTube channel. But they don't want to overeat. They usually only eat one or two bites slowly... very, very slowly.
Indeed chewing is an art for "sosikjwa." They chew food for at great length before swallowing it, for the greatest pleasure of viewers. Some even have fun timing how long they take to eat a hamburger or a rice ball.
In the case of comedian Ahn Young-mi, it takes her over four minutes to finish a piece of fried chicken. She ate one on cameral for the YouTube channel "Celeb Five Official." The result: the video of this tasting has generated 430,000 views since its publication on July 13.
According to critic Ha Jae-keun, this popular craze for "sosikjwa" illustrates how Koreans have grown tired of "mukbangs." "People are tired of watching mukbang videos where people gobble up food as if they are in an eating contest. Those who feel uncomfortable about it are turning their attention to 'sosikjwa,'" he told The Korea Times.
However, this phenomenon can reinforce certain gender stereotypes, as did "mukbang". With their small appetite, the "sosikjwa" contribute to perpetuate injunctions related to the physical appearance -- and especially to thinness. On the other side of the screen, some Internet users may be tempted to dangerously restrict their diet to imitate them or use this content as 'thinspiration.' Something that makes the trend dificult to digest wholeheartedly.
ETX Studio
Sun Aug 28 2022
Comedian Ahn Young-mi films herself eating little on the YouTube channel " Celeb Five official". - ETX Studio
ISIS Malaysia's perspective of Budget 2025
An excellent rakyat-centric budget under the overarching principle of a caring and humane economy.
Budget 2025: Record increase in STR, SARA aid initiatives
The government will provide a significant boost to the Sumbangan Tunai Rahmah (STR) and Sumbangan Asas Rahmah (SARA) initiatives next year.
Budget 2025: EPF contributions to be made mandatory for foreign workers – PM Anwar
The government plans to make it compulsory for all non-citizen workers to contribute to the Employees Provident Fund (EPF).
What policies to expect from Indonesia's new President Prabowo
Prabowo will be open to foreign investment, his aide has said, such as by offering investors management of airports and sea ports.
Budget 2025: Govt allocates RM470 mil to empower women's participation in PMKS
The Women's Leadership Apprenticeship Program will be intensified as an effort to produce more female corporate personalities.
Israel sends more troops into north Gaza, deepens raid
Residents of Jabalia in northern Gaza said Israeli tanks had reached the heart of the camp, using heavy air and ground fire.
Indonesia ramps up security ahead of Prabowo's inauguration
Prabowo Subianto will be sworn in as Indonesia's president on Sunday with Vice President-elect, Gibran Rakabuming Raka, also taking office.
Immediate allocation of RM150 mil for local authorities, DID to tackle flash floods
Datuk Seri Anwar Ibrahim said this allocation is intended to address the recent flash floods that hit the capital and several major towns.
Budget 2025: Sabah, Sarawak to continue receiving among highest allocations - PM
Sabah and Sarawak continues to be prioritised under Budget 2025, with allocations of RM6.7 billion and RM5.9 billion respectively.
NFOF will be operational in November 2024 with funding of RM1 bil
PM Anwar Ibrahim said NFOF will support venture capital fund managers to invest in startup companies with RM300 million set aside for 2025.
Minimum wage to increase to RM1,700 effective Feb 1, 2025
The Progressive Wage Policy would be fully enforced next year with an allocation of RM200 million, benefiting 50,000 workers.
Bursa Malaysia ends higher on Budget 2025 optimism
The benchmark index, which opened 1.85 points higher at 1,643.29, moved between 1,641.71 and 1,649.31 throughout the trading session.
Five important aspects relating to people’s lives in Budget 2025 - PM
The focus is on driving the MADANI Economy, speeding reforms, cutting red tape, raising wages, and tackling the cost of living.
Economic outlook: Govt plans to leverage, expand existing city transit system
The expansion aims to provide a more efficient and reliable public transportation network, reduce congestion, and improve accessibility.
Economic outlook: Budget 2025 to lay foundation for a digital-driven economy
The report said Budget 2025 will entail efforts to position Kuala Lumpur as a top 20 global startup hub by 2030 through the KL20 initiative.
Economic outlook: Corruption and lack of accountability hinder economic progress
Special Cabinet Committee on National governance is established to curb corruption, law reforms to modernise outdate regulations, MoF said.
National Wages Consultative Council will be strengthened
The govt will also incentivise hiring women returning from career breaks, offer job matching and improve care services facilities.
Economic outlook: Ensuring 11 years of compulsory education for all children
Budget 2025 will continue prioritising upskilling and retraining initiatives to equip workers with the latest skill sets necessary.
Consolidated public sector projected to record lower surplus of RM41.7 bil 2024
The MoF said the consolidated general government revenue is estimated to increase slightly to RM384.7 billion in 2024.
PM announces substantial Budget 2025 hastening Malaysia to become Asian economic powerhouse
Datuk Seri Anwar Ibrahim said it would create jobs and also tackle financial leakages to enhance public spending efficiency.