Mrs. Pound, a Hong Kong fusion diner hidden behind a Chinese stamp shop front

The food porn superstars of South Korea: Mukbang

The internet serves as a valuable vehicle for the exchange of resources, knowledge and ideas. However, the platform can ostensibly be used as a congregation space for some bizarre rituals. Vice‘s food channel Munchies has focused its recent efforts on a fast growing phenomenon in South Korea called Mukbang, where foodies would broadcast their meals to a live audience.

The video explores this strange occurrence in a country where single households are quickly increasing, revealing some surprising reasons behind its popularity. Enjoy the video above.