"The Era of Sosikjwa Has Arrived"... 'The Unappetizing Ones' Gain Popularity

Sohyun Park and Sandara Park... The Era of 'Small Eaters Mukbang' Opens
"Mukbang Trends Evolve in Various Forms"
Awareness of Health and Environment Boosts Popularity of Small Portions
Concerns Arise Over 'Pro-Ana' Followers Mimicking Extreme Dieting

Broadcaster Park So-hyun appeared on the YouTube entertainment show "Bap Mat Eomneun Unnideul" and revealed that a cup of iced vanilla latte serves as her breakfast and lunch. Photo by YouTube channel 'Heungmaneul Studio' video capture.

[Asia Economy Reporter Park Hyun-joo] A trend of "sosikja" (small eaters) is sweeping the mukbang (eating broadcast) scene, which was once dominated by big eaters who consumed large amounts of food. Viewers, tired of the stimulating mukbangs that border on binge eating, are finding the mukbangs of small eaters refreshing. However, there are concerns that an excessive trend of extreme dieting might emerge.

The curtain rose on the popularity of the so-called "sosikja" (a newly coined term referring to people who eat small amounts) with actress Sohee, formerly of the girl group Wonder Girls. She appeared on MBC's variety show "I Live Alone," slowly chewing half an egg white for 2 minutes and 30 seconds, and enjoyed a healthy meal with Greek yogurt and jam on bread. Her leisurely savoring of her favorite foods contrasted with past mukbangs and became a hot topic.

Until now, most mukbang content, which has proliferated rapidly, has featured ordinary people eating large amounts of food at a fast pace, often beyond what they can digest. Since the emergence of internet personal broadcasts, mukbangs have become popular content but have been criticized for encouraging binge eating and being somewhat violent. Although mukbang videos featuring large amounts of food remain popular, the fact that "sosikja," who were often criticized for "not eating heartily," are now gaining attention clearly marks a change from the past.

Riding on the popularity of sosikja, content led by them has also appeared. The YouTube variety show "Bad Taste Sisters," which premiered last month, features broadcaster Park So-hyun and singer Sandara Park, who are representative sosikja in the broadcasting industry. Park So-hyun ends her daily meals with two vanilla lattes, while Sandara Park, who introduces herself as "the biggest eater among sosikja," eats only one banana throughout the day. Although their food intake is woefully insufficient compared to ordinary people, they pride themselves on being healthy and enjoying their food. Videos of "Bad Taste Sisters," starring the two, are so popular that each episode surpasses 2 million views.

Former Wonder Girls member and actress Sohee appeared on MBC variety show 'I Live Alone' last year. Photo by MBC Variety Show 'I Live Alone' Broadcast Capture.

Experts see the evolution of mukbang trends into various forms as the reason for the emergence of "small eating mukbang." Professor Lim Myung-ho of Dankook University's Department of Psychology explained, "The reason mukbang is popular is that appetite is the most basic, primal desire," adding, "People indirectly experience and satisfy this desire through mukbang." He further analyzed, "In the case of small eating mukbang, it can provide messages or lessons about the harms of overeating, health, and the environment."

There is also an analysis that environmental awareness plays a role in the popularity of sosikja. It is the result of the spread of the perception that food waste negatively impacts the environment. Professor Lim said, "Younger generations tend to place more importance on the environment than older generations," and speculated, "Some people may engage in small eating mukbang as part of efforts to minimize the impact of eating on other lives." He also explained that the preference for small eating arose from prioritizing one's own health over desires and values related to food.

However, there are concerns that extreme dieting to the point of harming health might become a trend. Celebrities who enjoy small eating do so according to their job characteristics or the amount of food suitable for them, but there is a concern that some might skip meals indiscriminately in pursuit of a slim figure. Recently, "Pro-ana" (people who support anorexia), who fast or severely restrict food intake to become underweight, have emerged as a social problem among women in their teens and twenties.

The number of anorexia patients is also on the rise. According to data submitted by the National Health Insurance Service to Nam In-soon, a member of the National Assembly's Health and Welfare Committee from the Democratic Party, the number of anorexia treatment patients increased by 16% over five years, from 1,590 in 2015 to 1,845 in 2019.