吃播的“胜利”：为什么大家喜欢看别人吃饭？

你有没有过这样的体验：半夜突然觉得饿了，想吃东西又怕胖，辗转反侧后打开手机，看起了吃播……

这已经成为许多年轻人的日常。

吃播（Mukbang）最早从韩国开始，由一名博主坐在摆满食物的餐桌前向观众展示自己吃饭的全过程，随着观看吃播的受众越来越多，层出不穷的吃播视频逐渐风靡全球，无论是仅43kg的吃播博主木下，还是八块腹肌的奔驰小哥，与拥有良好体型形成鲜明反差的巨大胃容量，刺激了大众的感官，获得热烈追捧。

Mukbang, or Meokbang, is a combination of the South Korean words “meokneun” (eating) and “bangsong” (broadcast) and is about a host who eats a gigantic amount of food in front of the camera while interacting with an audience. The trend originated in South Korea around 2010 on YouTube and has since taken off globally.

At the beginning of Mukbang live streaming, some viewers thought that it was something fresh and funny, but also many viewers still do not understand why it remains so attractive that thousands of viewers can watch a host eat for hours online even if they do not understand the language of the host.

随着中国的社会结构发生变化，越来越多的年轻人离乡打拼，导致独居人口不断增加。工作后的疲惫以及生活中所产生的精神苦闷容易因为独居被放大，观看吃播逐渐成为独居人士消遣下饭的新形式。吃播为博主和受众搭建了双向互动的桥梁。博主们根据受众的提议选择每天直播的食物，而观众们在观看直播的同时也会在评论区与博主实时交流，这也使得吃播逐渐成为大众一种独特新颖的减压方式。

Mukbang is not only a reference to an “eating show” but it has become a significant avenue to study and share delicacies and rituals in the digital arena.

Besides, Mukbang is a double-edged sword. Demographic changes have led to the growth of the proportion of people who live alone, so some may try to forget their loneliness by watching Mukbang. In effect, they don't have to eat alone.

美食的诱惑，是很多人开始看起吃播的诱因。可别小看这些大胃王吃播博主们，他们可不仅仅只是吃的多而已。主播们在决定每天直播的食物上颇有讲究，他们并不只是挑选自己喜欢的食物，还会根据观众在评论区的提议进行变化搭配，食物的种类和就餐形式的多元化也容易吸引大众的注意。

此外，吃播中大量进食的视觉画面冲击会激发受众的食欲和热情。现实生活中，受制于目前社会上“以瘦为美”的大众审美要求，人们往往会通过节食来维持身材，观看吃播既能够满足心理的“饱腹感”，给抑制的的食欲一个排解的通道，又不用担心长胖的风险，这也是为什么吃播能够收到观众追捧的理由之一。

Critics say it can encourage and normalize eating disorders like bulimia, BBC reported. Most popular Mukbang hosts portray bad eating habits on their shows but have a beautiful appearance and look very skinny. Banz, who has millions of fans on Youtube, claims he will exercise up 12 hours a day to burn all the fat off.

随着直播全民化，怎么样能够另辟蹊径，找到一条独特的直播之路，在全民化直播大潮中脱颖而出，成为吃播博主们亟待思考的议题。

如今，吃播已经不是博主个人的单打独斗，而是逐渐形成一个产业链，成为内容生产者的强有力的孵化器。许多专业的内容运营团队应运而生，他们逐渐改变运营策略，在不断的尝试中调整模式，为吃播博主树立独特的风格，并从线上输出逐渐转移到线下，帮助博主们将流量变现。

The main sources of income for Mukbang hosts come from "rewards" from fans during the one to two hours of live streaming. These are usually represented by “flower”, “luxury car” or “rocket” icons, and then the broadcaster will share the revenue with the platforms.

They can also get a signing fee from popular social media platforms or secure advertising for their shows.

对美食的爱是人的共性，这也是吃播兴盛的根本原因。吃播博主们凭一己之胃赢得无数观众追捧的同时，仍需思考如何提升内容质量，凭借自身的影响力，最终实现文化输出的重任。

你是从什么时候开始看吃播的？还记得第一次看吃播的感觉吗？