YouTube’s tighter rules on binge-eating content have cost some Korean mukbang creators their ad revenue. Big names like Tzuyang and Heebab are being watched closely.
Mukbang, the “eating show” trend that took over YouTube, just hit a wall.
YouTube has tightened its rules on content tied to binge eating and eating disorders, and some creators in South Korea say their channels have lost ad money because of it. Korean outlets StarNews and Sports Kyunghyang reported the fallout Sept. 21.
What is mukbang?
Mukbang is a Korean word that combines “eating” and “broadcast.” In a mukbang video, a creator eats a big meal on camera, usually while chatting with viewers.
The trend started on the Korean streaming platform AfreecaTV and spread worldwide on YouTube. Some mukbang creators have millions of subscribers and eat enormous portions in a single sitting.
What did YouTube change about mukbang?
YouTube has had rules against content that promotes eating disorders for years. What changed in September is how those rules apply to ads.
According to Sports Kyunghyang, YouTube lined up its advertising policies with its community guidelines this month. That means videos that show or encourage binge eating can now be ruled ineligible to earn ad money.
YouTube’s rules also say it won’t allow content that glorifies eating disorders or shows behaviors viewers might copy. Back in 2023, YouTube expanded those rules to cover more than just glorification, the outlet reported.
Which mukbang YouTubers lost monetization?
Two creators have gone public so far.
Salppaejo, who has about 440,000 subscribers, posted Sept. 18 that the channel’s revenue had been suspended, according to StarNews. The creator pointed to YouTube’s tighter rules on binge eating and eating disorders.
Miso, who has about 100,000 subscribers, said the channel first got violation emails in March and temporarily lost monetization later that month. Miso ended up deleting 339 of 667 videos, StarNews reported.
That’s about half of four years of work, gone.
Did Tzuyang and Heebab lose their YouTube money?
Not as far as anyone has reported.
Tzuyang and Heebab are two of Korea’s biggest mukbang stars, and headlines this week put their names front and center. But neither StarNews nor Kbizoom reported any action against their channels. The outlets only said creators like them could face more limits or big changes in how they make videos.
So for now, they’re on alert, not demonetized.
Why does this matter for YouTube creators?
Ad money is how most YouTubers pay the bills. Losing it can mean losing the job.
For mukbang creators, the challenge is figuring out where the line is. Eating a big meal on camera isn’t against the rules by itself. But videos built around huge amounts of food could be judged differently now.
Some creators may shift toward food reviews, cooking or restaurant visits instead of eating challenges.
Is YouTube cracking down on mukbang in the U.S. too?
The reports so far come out of South Korea, where the genre was born. YouTube’s rules apply worldwide, though, so the same policies cover creators everywhere.
The creators going public right now are Korean. It’s too early to tell how many other channels, in Korea or anywhere else, will be affected.
What happens next for mukbang?
Sports Kyunghyang says the whole mukbang world, including stars like Tzuyang, Heebab and Sanghaegi, is facing “significant changes.”
YouTube hasn’t made a public statement about the Korean creators, based on what’s been reported. Expect more creators to speak up as they check their own channels.
If you or someone you know is struggling with eating, the National Alliance for Eating Disorders helpline is available at 866-662-1235.
Article compiled with the help of the Pirates & Princesses newsroom.
Pirates and Princesses is your destination for Disney news, theme park updates, and the pop culture you love. From Disney cruises and travel tips to Disney fashion, food, collectibles, and movie news, PNP covers it all. Visit us at piratesandprincesses.net for daily coverage. Follow PNP on Facebook and Instagram, and listen to the Pirates & Princesses podcast on Apple Podcasts and YouTube.
Hat Tips:
StarNews (Sept. 21, 2026), the creators’ monetization suspensions, subscriber counts and statements
Sports Kyunghyang (Sept. 21, 2026), YouTube’s advertising policy change, the 2023 guideline update and industry impact
Kbizoom (Sept. 21, 2026), the status of Tzuyang and Heebab
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