Efecan Kultur, a 24-year-old content creator from Turkey known for his participation in the mukbang video trend, has died, according to reports from Metro and Turkiye Today.
Kultur rose to prominence on TikTok, where he attracted a following of over 150,000 users by posting mukbang videos—content in which individuals consume large quantities of food on camera, often while engaging with viewers. His videos prominently featured traditional Turkish cuisine and were part of a broader genre that has seen global popularity in recent years.
Originating in South Korea during the 2010s, mukbang videos have become a widespread internet phenomenon, turning many creators into digital celebrities. While some have leveraged their popularity into successful careers, the format has drawn criticism for promoting overconsumption, unhealthy eating practices, and food waste. In response, countries such as China have taken measures to restrict or prohibit such content, citing public health and ethical concerns.
Research has highlighted the potential psychological and physical risks associated with the trend. A 2021 study published in the International Journal of Mental Health and Addiction found links between frequent mukbang viewership and disordered eating patterns. Data from a survey of South Korean students indicated that nearly one-third of regular viewers reported tendencies toward excessive junk food consumption.
Some prominent figures in the mukbang community have spoken openly about the health consequences they have faced. Nicholas Perry, widely known as Nikocado Avocado, has disclosed a range of health problems associated with his mukbang content, including mobility issues, sleep disturbances, and gastrointestinal complications. Perry later revealed that he lost over 110 kilograms and underwent multiple surgeries to address the physical impact of his former lifestyle.
In recent years, certain mukbang creators have taken steps to promote healthier practices. Indian content creator Ashifa ASMR, for example, began including disclaimers in her videos to inform viewers that the footage is often filmed across multiple sessions to reduce health risks.
Kultur’s health reportedly began to decline in December 2023. According to Metro, he was hospitalized for obesity-related complications, including difficulty standing, labored breathing, and extensive bruising. He became bedridden and dependent on a breathing machine before passing away on March 7.
His death adds to a growing list of tragedies tied to extreme eating challenges. In July 2023, Chinese influencer Pan Xiaoting died after her stomach reportedly ruptured during a live-streamed attempt to eat 10 kilograms of food within 10 hours. A month earlier, Filipino creator Dongz Apatan died following a stroke after participating in a high-calorie eating challenge involving large quantities of fried chicken. His family later clarified that he did not always consume the full portions shown in his videos, raising questions about the authenticity and risks of such content.
The passing of Efecan Kultur has once again sparked debate over the dangers posed by viral eating trends and the responsibility of platforms and creators in shaping safe content.
Source: Metro, Turkiye Today, International Journal of Mental Health and Addiction (2021).
