South Korean politicians are turning to the YouTube mukbang trend to connect with voters in new and intimate ways. For example, former People Power Party chair Han Dong-hoon livestreamed himself eating lamb skewers this week, delighting fans online. “I love lamb skewers. Did you eat yet?” he asked, kicking off the relaxed broadcast. Wearing a grey T-shirt, he chatted casually while eating, leaning into the approachable persona voters now expect. Clearly, this marks a shift in how politicians present themselves during campaigns.
Although Han failed to secure the ruling party’s nomination, he remains active on social media and YouTube. In fact, he turned to the platform immediately after his defeat, thanking supporters in a heartfelt livestream. Han’s channel, launched less than a year ago, has already gained 125,000 subscribers. Moreover, his two latest videos attracted over 820,000 and 610,000 views, reflecting growing interest. Undoubtedly, the YouTube mukbang trend has become a new frontier for political messaging and engagement.
Meanwhile, other presidential hopefuls have also embraced YouTube to maintain a constant presence. For instance, Lee Jae-myung, candidate for the Democratic Party of Korea, continues to post regular updates from the campaign trail. One video showed Lee shaking hands at a market in Imsil County, mixing political messaging with personal warmth. On Sunday, Lee celebrated receiving the YouTube Gold Button for surpassing one million subscribers. As a result, his channel now has 1.35 million followers, making him a top digital performer.
Interestingly, the YouTube mukbang trend blends entertainment with politics, pulling strategies from the K-pop playbook. Politicians now use livestreams to offer voters glimpses into their daily routines. This, in turn, softens public perception and builds emotional bonds with supporters. Notably, Lee Jun-seok of the New Reform Party livestreamed a personal moment visiting his grandparents’ graves. Later, he shared plans to campaign in Andong, creating a narrative beyond traditional political ads.
As the June 3 presidential election nears, candidates continue to expand their digital outreach. Therefore, the YouTube mukbang trend offers a unique path to connect beyond speeches and rallies. Voters appear increasingly drawn to authenticity and personal storytelling. Consequently, politicians hope this strategy will influence undecided or younger demographics. In the battle for hearts and screens, the livestream is now a central campaign tool.
