Sex Differences in the Relationship Between Mukbang Watching and Dietary Behaviors Among Korean Adolescents

Purpose: Mukbang, an online phenomenon where creators eat large quantities of food while interacting with viewers on online platforms such as YouTube, is significantly associated with eating behavior, especially among adolescents. Adolescents may be especially susceptible to impulsive tendencies and heavy social media use. Sex differences in food preferences may also affect the sex-specific associations between mukbang viewing and eating behaviors; however, these relationships remain unclear. This study examined the associations between mukbang viewing and adolescents’ eating behaviors, focusing on sex differences. Methods: Data from the 18th Korea Youth Risk Behavior Web-Based Survey (2022), involving 46,817 adolescents, were analyzed to assess mukbang-viewing frequency and dietary behaviors, including consumption of fast food, sugar-sweetened beverages (SSBs), and late-night snacks, as well as breakfast skipping. Logistic regression, including an interaction term (Sex × Mukbang viewing frequency), was used to analyze the sex-specific associations between mukbang viewing and dietary behaviors. Results: Mukbang viewing was found to be associated with adolescent dietary behaviors, with sex differences. Boys and girls who frequently watched mukbang had higher odds of consuming fast food, SSBs, and late-night snacks, and were more likely to skip breakfast, compared with non-viewers. However, the odds of late-night snack consumption were not significantly higher among girls who watched mukbang less than three times a month, compared with non-viewers. Conclusion: This study identified sex differences in the associations between watching mukbang and adolescents’ dietary behaviors. The results underscore the importance of identifying factors that reduce mukbang viewing and developing sex-specific strategies to promote healthy eating habits.