TikTok mukbangs have taken over our social media feeds, and they constantly show content creators consuming large amounts of fast food in one sitting. What once started as simple food reviews to help people find good eats has turned into a trend of overeating and gluttony. While the videos might seem entertaining and fun to watch, they’re starting to raise concerns as they often glamorize overeating and promote obesity.

Mukbang is a term that originated in South Korea and translates to “eating shows.” These videos began around 2010 in South Korea, where live streamers would eat large portions of Asian food while interacting with viewers. Mukbangs then made their way to America five years later and were primarily seen on YouTube. Content creators adopted this trend, changing it from live streams to pre-recorded videos and then it shifted to faster-growing social media platforms like Instagram and TikTok.

These posts initially started as simple food reviews for viewers to find good restaurants and menu items. Over time, they drastically took a turn into consuming massive amounts of junk food like multiple Chipotle burritos coated in melted sugar, several Cane’s meals with 32 ounces of their signature sauce, multiple Wingstop meals with 16 ounces of ranch, and over eight Taco Bell menu items, among many others.

The money content creators make from filming these mukbang videos also plays a huge role in their motivation to continue creating them. Many creators make a significant amount of money through TikTok’s Creator Fund which rewards creators based on views and engagement. The more extreme eating videos are more likely to go viral and earn more followers which earns the creators even more money. This desire for money pushes them to continue to film videos frequently, often at the expense of their health.

On the other hand, these videos have had an unintentional positive impact on advertising for restaurants. Recently, everyone on TikTok has been raving over the Triple Dipper appetizer and the Big Smasher meal at Chili’s. Because of this, Chili’s sales grew 15% in the latest quarter, all of which came from the Big Smasher meal and Triple Dipper. Fast food chains like Chipotle and Wingstop are also in the same boat and have reported an increase in sales and profitability.

While TikTok mukbangs have boosted sales for restaurants and fast food chains, they also raise important questions about the promotion of obesity and overeating. When given a large following on social media, creators have a responsibility to consider the message they are sending online. Instead of glorifying gluttony, they should focus on more balanced and less obnoxious food reviews to protect not only the easily influenced viewers’ relationship with food, but the creators’ health as well.