Issue Focus

Mukbang Queen Tzuyang Conquers Television with Impromptu Restaurant Hunt

This article showcases how a top YouTube mukbang creator is transitioning into mainstream television

with a travel-food variety show format, signaling new ways Korean digital-born IP can expand into

traditional broadcast and global markets.

♦  Unscripted Restaurant-Relay Adventure Format

     • ENA·NXT’s “Where Will It Bounce?” follows restaurant owner recommendations to decide the crew’s

       next destination with no preset schedule

     • Six episodes logged 21 hours of travel across 1,500km, with spontaneous on-site negotiations creating

       unpredictable entertainment

♦  Tzuyang’s Historic TV Variety Debut

     • YouTube star Tzuyang (10M subscribers) joins her first regular TV variety show after years of solo digital

       content creation

     • Initially hesitant due to reserved personality, convinced by PD Young-sik Lee’s approach: “Don’t try to

       be funny, we’ll create the comedy”

♦  Cast Chemistry Creates Diverse Food Personalities

     • Dae-ho Kim handles formal negotiations, Jae-hyun Ahn transformed from small eater to foodie,

       Jonathan obsesses over sweet treats

     • Tzuyang’s constant snacking during travel and hunger management strategies provide authentic

       behind-the-scenes humor

♦  Hybrid Format Bridges Digital and Traditional Media

     • Show combines mukbang’s intimate fan connection with broadcast TV’s production scale and travel

       program format

     • Premieres Sept 21 at 7:50 PM, targeting both Tzuyang’s digital-native fanbase and mainstream television

       audiences

Source

The Korea Economic Daily. (2025. 9. 19)

https://www.hankyung.com/article/202509195000H (Korean version only)