A 24-year-old social media influencer from Türkiye, who rose to fame through viral food challenge videos, has died from obesity-related complications—shocking fans and raising serious questions about the dangerous extremes of internet fame.

Efecan Kültür, a popular TikTok creator best known for his mukbang content—videos where creators eat massive amounts of food on camera—passed away on March 7, 2025, after struggling with severe health issues linked to the very trend that made him famous.

What Is Mukbang?

Mukbang, a term combining the Korean words for “eating” and “broadcast,” became a global phenomenon over the last decade, especially popular with younger audiences aged 11 to 25. These livestreams often show influencers consuming huge quantities of food while interacting with viewers.

While many fans say mukbang content helps them relax or feel less lonely, health experts have long warned that the trend can glamorize binge eating and send dangerous messages about food and body image.

The Cost of Going Viral

Kültür became a social media sensation by eating outrageous meals—Nutella-covered pasta, fried chicken, and thousands of calories’ worth of fast food—in front of the camera. His final mukbang video, shared in October 2024, showed him trying to cut back on salt for his health. But by then, the damage was already done.

Local news outlets reported that he was bedridden, required medical assistance to move, and had been receiving hospital treatment in the months leading up to his death.

His passing has devastated fans and sparked urgent conversations among doctors and researchers about the toll viral content can take on creators’ physical and mental health.

When Likes Come at a Cost

One of the biggest concerns about mukbang content is how social media algorithms reward extreme behavior. The more outrageous or shocking the video, the more likely it is to go viral—pushing creators to outdo themselves over and over again.

“Mukbang creators often feel pressured to keep eating larger and more unusual meals to maintain their audience,” nutritionist Maya Feller told ABC News. “The danger isn’t just in one video. It’s in the ongoing cycle of performance.”

The Impact on Viewers

It’s not just influencers at risk. Studies show that frequent exposure to mukbang-style videos can influence viewers’ eating habits—either by encouraging binge eating or promoting restrictive behavior.

Mental health expert Alex D’Elia says awareness is key: “It comes down to knowing your own triggers. If watching this kind of content becomes compulsive or influences how you eat, that’s a red flag.”

Dietitians warn that extreme food content can distort viewers’ understanding of nutrition and normal eating patterns, especially among teens.

A Wake-Up Call

Efecan Kültür’s death is a sobering reminder that viral fame can have a dark side. While content creators chase views, the real cost may be their health. And as viewers, we also play a role in what kind of content gets rewarded online.

Instead of fueling trends that glorify unhealthy behaviors, maybe it’s time to start uplifting creators who focus on balance, wellness, and authenticity.

Have you heard of mukbang? What do you think of this growing trend—and its risks? Share this story to help raise awareness and start a conversation that matters.