Mukbang combines two Korean words—“meongneun” (eating) and “bangsong” (broadcast)—and involves influencers eating copious amounts of food while interacting with their audience.

Meanwhile, mukbang star Mini has fronted a promotional video on the state-run Guangming Daily, calling on people not to waste food. In one of her ads, she says: "Reheated dishes can be super-tasty ...