NEW YORK, Nov 9 — There’s no escaping this social media trend. Food in general and especially eating onscreen have invaded social networks, proving particularly popular on TikTok thanks to creators from all horizons. So what’s behind this trend?

If you’re sensitive to eating noises, look away now. On social networks, food influencers are proliferating and proving successful! Appetite for this content is reflected on TikTok, where the hashtag #Food has gained more than 400 billion views, and its derivatives, #FoodPorn, #TikTokFood, #FoodTok and others, have tens, even hundreds of billions of views.

From favourite eateries, to tasting sessions and recipes, the world of food has found its place on the Chinese social network. Some content creators have built their business on this trend.

Creators in the US experiencing success with food-related content include the likes of Harry Heal, for example, followed by more than three million users and offering recipes to try at home, or Ashley, who samples dishes on camera, especially in ASMR style, for her with 4.5 million fans. A survey conducted by Secret Linen Store even found that food-related ASMR content is the most popular ASMR genre for people trying to relax after looking at data from YouTube, TikTok and Instagram.

The food trend has gathered so many followers on social media that brands have decided to get in on the act. Pringles, Old El Paso and European burger chain Quick are among some of the brands that have called on influencers to produce sponsored content, i.e., advertisements made by the creator in keeping with the codes of the social network. These contracts can be lucrative, even if the influencers don’t say much about the amounts they receive for these collaborations.

Meanwhile a French influencer called @poopibih, followed by 3.6 million TikTokers has even made the transition into television through her videos. The young woman broke through on the social network by tasting and discovering sweet and savory foods from various cultures. Her videos have been a hit and have millions of views. Indeed, @poopibih has become one of the most famous French influencers on TikTok. She recently announced the launch of her own website, where fans can now buy the various unusual foods she has tested in her videos. These "Poopi Boxes” are priced between €20 and €40 (RM94 and RM188), and are currently sold out. She is now due to present a TV baking contest on the M6 network alongside chef Merouan Bounekraf, seen on the French version of Top Chef.

In a YouTube video, dated September 25, 2022, Poopi said she made between €50 and €100 per day thanks to her content, and between €1,500 and €2,000 per month on TikTok, quite regularly.

Straight out of South Korea

However, this trend had already emerged in Asia in 2009. Called "mukbang” or "meokbang,” this term refers to a kind of show or performance where a person eats huge amounts of food while filming themselves before posting the video or streaming it online. Becoming very popular, especially in South Korea, these influencers were then dubbed "broadcast jockeys.” On TikTok, the keyword #mukbang has 90 billion views.

If for some, the reasons of this popularity can be explained by the need to fill a void by establishing a link between the creator and their followers, others suggest a more sexual and fetishistic character of the content, satisfied by watching young attractive women devouring dishes. — ETX Studio