Bite by Bite: Navigating the Eccentric Universe of Online Competitive Eating with Pizza, Steak, and 100 Layers of Lasagne

"Beyond Buff: Exploring the Unlikely World of Online Competitive Eating with Influencers like Erik Lamkin

Erik Lamkin, a tanned, blonde, and muscular Californian, defies the conventional image of a typical YouTube fitness influencer. Instead of gym routines, Lamkin's content, which has garnered him 3.1 million subscribers, merchandise lines, and a devoted fan base, revolves around astonishing feats of massive eating. In one of his most-viewed videos, Lamkin consumes a staggering 100,000 calories over 100 hours, showcasing the extremes to which online competitive eating creators push themselves for the sake of content.

Lamkin shares the stage with other notable figures in this peculiar realm, including Furious Pete, Joel Hansen (known as Model vs Food), and the trailblazer of overeating online, Matt Stonie. Stonie's most-watched video features him devouring 14 packs of Korean fire noodles, captivating an audience of 144 million viewers. The online competitive eating scene, while predominantly American, extends its influence to the UK, where personalities like BeardMeatsFood and Kate Ovens have garnered substantial followings.

As TikTok emerges as a formidable rival to YouTube, these influencers are also expanding their presence on the new platform. Jacked Eats, for instance, seamlessly combines aesthetics with a hefty dose of food content, showcasing his ability to walk 30,000 steps daily before heading to the office and consuming a staggering 72 crumpets within a 24-hour period. This unlikely world of online competitive eating not only challenges preconceived notions but also underscores the lucrative nature of pushing physical limits in the name of entertainment."

"Beyond the Buffet: The Paradox of Online Competitive Eating Influencers

What unites the online competitive eating influencers is a paradox: despite their massive food consumption, they maintain remarkably thin or Adonis-like levels of fitness and aestheticism. Catering to millennials and Zoomers who grew up watching shows like Man v. Food, these content creators blend the spectacle of consuming vast quantities of food with a commitment to wellness, appealing to a generation that values both indulgence and fitness.

While the concept of filming oneself eating excessively is not new, this wave of content creators takes it to a new level. In challenges featuring 25,000-calorie meals and 'What I Eat in a Day' TikToks, influencers showcase their ability to gorge on fast food before revealing their seemingly unaffected physique in the aftermath. Erik Lamkin, for instance, documents not just the before-and-after weights but also captures exercise breaks, often teetering on the verge of exhaustion.

This trend emerges against the backdrop of a year dominated by discussions on Ozempic, the resurgence of 'indie sleaze,' and the rise of a super-skinny body ideal replacing the previous BBL-obsessed standard. The shift towards wellness-oriented narratives is evident in the evolution of influencers like Nikocado Avocado framing their content as "weight loss journeys."

However, amidst the fascination with these feats of overconsumption and fitness transformations, the impact on mental health warrants consideration. Academic Mattias Strand and his researchers delved into 175,000 viewer comments on popular mukbang videos, exploring the intersection of this content with potentially triggering eating disorder discussions. While many comments were superficial, some revealed a deeper connection between viewers and their own struggles with food and eating, raising important questions about the unintended consequences of this genre on mental well-being."

"Shedding Light on the Mukbang Paradox: The Unseen Impact on Mental Health

In the intricate landscape of online competitive eating, viewer comments reveal a nuanced and ambivalent relationship with the content. For some, watching becomes a destructive habit, potentially triggering binge eating episodes or serving as a substitute for their own consumption. On the flip side, there are those who explicitly express using mukbangs as a means to vicariously experience eating, allowing them to avoid indulging in their own binges, particularly among those grappling with Binge Eating Disorder (BED).

The ethical dilemma arising from these findings prompts questions about creators' responsibilities. As researchers uncover a thousand comments reflecting various struggles with food and eating, it raises the issue of how influencers should address the potential impact on the physical and mental health of their audience. Mattias Strand, the academic behind the research, suggests a basic responsibility for creators to show care for their audience, acknowledging the potential influence they wield.

Yet, the framing of food videos as feats of endurance or peculiar indulgences complicates these conversations. Influencers, by nature, exude cheerfulness, making it challenging to broach the subject of potential harm. Despite this, instances where mukbang creators have faced challenges in their own lives reveal a surprising amount of support from their audience. Even in cases where it's evident that creators aren't faring well, viewers often rally with messages of encouragement and concern.

Erik Lamkin's openness about his past struggles with anorexia and bulimia adds a poignant layer to the narrative. Despite the grim contrast with his current role as a content creator focused on binge-worthy eating, Lamkin credits his food videos with playing a crucial role in his recovery journey. His journey sheds light on the complex interplay between online content, mental health, and personal growth, showcasing that these seemingly indulgent videos can hold a deeper significance for both creators and viewers alike."

"Erik Lamkin, the fitness influencer, takes a giant bite of pizza on his YouTube channel, offering a striking departure from the conventional image associated with fitness content creators. What sets Lamkin apart is his candid discussion of his struggle with eating disorders, a rare and revealing transparency in the fitness influencer space, particularly among men. However, this openness raises concerns about the intersection of this narrative with the prevailing wellness culture and the notion of being 'recovered.'

Lamkin's journey of relearning to eat, captured on camera, has become both a positive and lucrative venture. Yet, the line between the control required to overeat and subsequent restriction to maintain a specific physique can be precarious, mirroring the mindset that may lead to extreme restriction associated with anorexia. Other YouTubers, like Stephanie Buttermore, have shared their experiences of abandoning the facade of a traditional fitness influencer physique to prioritize mental and physical health. Buttermore's 'all-in' weight-gain journey revealed the challenges of maintaining the appearance of a wellness influencer while authentically enjoying food.

The allure of watching these Herculean feats of eating lies in our curiosity about the juxtaposition of consuming copious amounts of food and maintaining a seemingly ideal physique. While mukbangs may have originated from societal loneliness, the fascination with competitive eating stems from a deeper inquiry: How is it possible to eat like that and still look like that?"

"In the realm of mukbangs, the regular viewers are often captivated by the apparent paradox – the person indulging in binge eating while maintaining a healthy and athletic physique. Mattias Strand, a researcher, notes that suspicions arise among viewers who question whether mukbang creators are engaging in purging behaviors or manipulating videos. However, it's challenging for audiences to discern unhealthy habits in creators who hide behind a wellness ideal, particularly those who are petite or athletic.

The content surrounding the new ideal of mukbangs focuses less on reactions like 'ew' or 'wow' and more on 'how.' Articles delve into the routines of 'mukbang stars' who reveal how they 'binge eat' while maintaining health. YouTubers willingly share insights into their diet and exercise regimes, emphasizing the lifestyle of suffering, sacrifice, mental resilience, and restriction as an art form. It's positioned as an anti-Ozempic narrative, where the emphasis is on hard work as a lifestyle choice rather than a stroke of genetic luck.

However, an unsettling revelation from researchers like Strand raises questions about the ethical implications of these 'how-to' explanations. If people are watching content to trigger their own eating disorders, should creators contribute to the issue by providing a guide on bingeing and restricting? The fine line between sharing personal journeys and inadvertently promoting harmful behaviors poses a complex challenge for influencers navigating the intersection of wellness, content creation, and mental health."

"The veil of silence shrouds the competitive eating YouTubers when confronted with the link between their content and pro-anorexia forums. Despite reaching out to industry giants and prominent platforms, none were willing to discuss their work and its impact on their audiences. The hushed acknowledgment of this connection is palpable.

Pro-anorexia forums harbor links and recommendations for food overconsumption videos, becoming a resource for those seeking ways to deter themselves from real-life indulgence. In a Medium blog in 2020, writer Madeleine Cecilia exposed this practice, revealing how overconsumption videos became a tool for her own battle with anorexia.

While for some, watching mukbangs is a casual and detached experience akin to background reality TV, for others, the impact is different. Mattias Strand, delving into the psychology of these videos, notes the intriguing question of why they inspire some viewers to eat less. The unsettling and almost uncanny nature of watching extreme overconsumption may evoke a different response, challenging the conventional understanding of how these videos influence viewer behavior."

"For many viewers, the allure of mukbangs lies in the eerie and uncanny nature of extreme overconsumption. Those driven by morbid curiosity often engage without any personal struggles with eating, viewing it as a means to connect with the creator behind the consumption. However, within the realms of wellness culture and eating disorders, a more sinister attraction emerges – the act of watching an aesthetically pleasing individual eat, providing a vicarious experience for those hesitant to indulge themselves.

As we approach a new year laden with traditional pressures to embark on diets and exercise routines post-festive indulgences, coupled with the growing fascination with post-Ozempic thinness, it's evident that this genre of video isn't fading away. The enduring popularity of 'What I Eat in a Day' calorie challenges, persisting through transitions from YouTube to Instagram Reels and TikToks, underscores the resilience of the content. The platform may change, but our fascination with this unique form of consumption remains unyielding. In a digital landscape constantly evolving, the one constant is our inability to look away."

"In the complex realm of online competitive eating and mukbangs, the allure persists, drawing in viewers with a mix of morbid curiosity and a touch of the uncanny. While many engage with these videos as a casual means of connecting with creators, for others entrenched in the worlds of wellness culture or eating disorders, a more sinister attraction emerges – the act of watching someone else eat to navigate personal struggles with consumption.

As we approach a new year laden with societal pressures to conform to diet and exercise routines, coupled with an increasing fixation on post-Ozempic thinness, the enduring popularity of mukbangs remains steadfast. The genre adapts seamlessly to changing platforms, with 'What I Eat in a Day' challenges persisting across YouTube, Instagram Reels, and TikTok. In this ever-evolving digital landscape, the constant is our collective inability to look away from the peculiar and captivating world of extreme overconsumption."