SEOUL, September 19 (AJP) - Whether it’s instant ramyeon or a royal feast, one thing is clear: Koreans take eating seriously. The country’s rich history of mukbang – videos showcasing the enjoyment of food – has now evolved into elaborate global productions.
The latest example is "Bon Appétit, Your Majesty," which recently climbed to No. 1 on Netflix's non-English TV chart, underscoring worldwide fascination with Korean cuisine and the rituals surrounding how food is consumed.
One of the show's most talked-about scenes features a French chef who time-slips into the Joseon Dynasty and prepares beef bourguignon for the king. The camera lingers on the monarch's mouth as he slowly chews, the palace silent except for the rhythmic sound of eating. His expression shifts from suspicion to delight – a cinematic focus that elevates dining into drama.
This visual emphasis on food has deep roots in Korea’s media. The mukbang phenomenon first appeared on AfreecaTV in the late 2000s, when streamers like BJ Chulgu and Banzz gained fame for consuming massive amounts of food while interacting with live audiences. By the early 2010s, it had become a nationwide craze, offering not just visual indulgence but also companionship and community. The format later spread to YouTube, inspiring global imitators and influencing food content worldwide.
"In K-food dramas, the way actors eat is crucial. Their expressions, gestures, and dialogue about flavors and ingredients become part of the storytelling," said Kim Chi-ho, professor of Culture Contents at Hanyang University ERICA. "Even the use of chopsticks distinguishes Korean eating culture from the forks and knives familiar to Western viewers. In 'Bon Appétit, Your Majesty,' the exaggerated sound effects and close-ups may seem playful, but they resonate with both global audiences and younger viewers in Korea."
The devil's in the details. In the Netflix animated blockbuster "KPop Demon Hunters," a scene shows Mira, a fictional idol group member, resting her spoon and chopsticks neatly on a folded napkin while waiting for her gukbap (rice-and-soup dish) – a subtle habit familiar to every Korean diner.
While "KPop Demon Hunters" introduced everyday foods like ramyeon, gimbap, and hot dogs to international audiences, "Bon Appétit, Your Majesty" has showcased traditional Korean dishes – echoing the cultural impact of "Jewel in the Palace," which popularized royal cuisine two decades ago.
As global interest in K-pop and K-dramas continues to surge, food has become one of the most tangible entry points for audiences engaging with Korean culture. On-screen exposure often sparks curiosity about dishes, translating into rising overseas sales of products such as ramyeon, kimchi, and Bibigo dumplings – fueling the worldwide K-food boom.
"We are continuing to invest in Korean content, and we believe that good stories will always find the spotlight everywhere," a Netflix official said.
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