A popular Turkish content creator known for his mukbang videos — where he ate massive portions of food on camera — has died, reigniting concerns over the dangers of this viral trend.

With over 150,000 followers, Kultur gained a following by indulging in Turkish cuisine. But his health began to decline late last year due to obesity-related issues, including trouble breathing and mobility problems. He became bedridden and reliant on a breathing machine before passing away on March 7.

Mukbang, which began in South Korea in the 2010s, has turned some creators into online stars. South Korea’s Dona and Nikocado Avocado in the U.S. have billions of views combined. But the trend has also drawn criticism for encouraging food waste and unhealthy habits. China has even banned mukbang content altogether.

Studies have linked frequent mukbang viewing to disordered eating, particularly among young people. Some creators have addressed the risks: Indian YouTuber Ashifa ASMR now includes disclaimers in her videos, explaining they are filmed in parts to avoid health issues.

Kultur’s death isn’t the first tragedy. In 2023, Chinese influencer Pan Xiaoting died after her stomach reportedly ruptured during a challenge. Filipino mukbanger Dongz Apatan also died from a stroke after eating large quantities of fried food for a video.

These incidents are sparking deeper conversations about the real-life consequences behind viral food challenges — and whether the attention is worth the toll.