South Korean e-commerce giant 11th Street (11beonga) has announced the launch of a new live commerce segment called 'Muk-go-bang.' This innovative show combines generative AI technology with the popular Korean trends of 'cookbang' (cooking shows) and 'mukbang' (eating shows).
The core concept involves using generative AI to suggest unique recipes. The show's hosts then follow these AI-generated instructions in real-time, covering everything from ingredient preparation and cooking to plating and the final tasting session.
The first broadcast is scheduled to air on April 9th at 6:00 PM KST through 11th Street's dedicated live commerce platform, 'LIVE11.' The debut episode will feature a popular Korean dish, 'Jjukkumi Samgyeopsal-bokkeum' (stir-fried baby octopus and pork belly), prepared using an AI-recommended method.
Following the pilot, 11th Street plans to make 'Muk-go-bang' a regular weekly fixture, airing every Wednesday at 6:00 PM. The company aims to leverage the growing trend of consumers using AI for meal planning and recipe discovery to drive engagement and sales of fresh and processed food items.
'먹방' (Mukbang) is a combination of the Korean words for 'eating' (먹는; meokneun) and 'broadcast' (방송; bangsong). It refers to an online audiovisual broadcast in which a host consumes various quantities of food while interacting with the audience. In the context of this news, it highlights the 'eating' portion of the new AI-driven show.
— I'm going to watch a spicy jjamppong mukbang tonight.
11th Street is stepping up its live commerce game by integrating artificial intelligence into its content strategy. On April 9, the company revealed its latest project, 'Muk-go-bang,' a portmanteau that suggests a space for both eating and viewing. Unlike traditional cooking shows where a chef follows a set manual, this program relies on generative AI to dictate the culinary direction.
During the live stream, viewers can watch the entire process from start to finish. The cast will handle the raw ingredients, execute the AI's specific cooking steps, and present the final dish. This approach is designed to provide a sense of realism and immersion, as the hosts and the AI interact to create a meal that hasn't been scripted by human producers in the traditional sense.
For the inaugural episode, the AI has selected 'Jjukkumi Samgyeopsal-bokkeum.' This spicy stir-fry is a beloved soul food in Korea, and seeing an AI's take on the seasoning ratios and cooking times is expected to pique the interest of tech-savvy foodies. To encourage viewer participation, 11th Street is also running a promotion where ten customers who verify their purchases in the comments will receive 10,000 won Shinsegae gift certificates.
An official from 11th Street noted that the company is tapping into the modern trend where people increasingly turn to AI for dietary suggestions and recipe searches. By merging this tech trend with the high-energy format of live commerce, they hope to offer fresh and processed food products at competitive prices while providing entertaining content. The move reflects a broader shift in the Korean retail industry toward 'shoppertainment,' where the boundary between shopping and digital entertainment continues to blur.
Context
11th Street is one of South Korea's leading open-market platforms, competing closely with Gmarket and Coupang.
'LIVE11' is their proprietary live-streaming service, which has previously experimented with various themed broadcasts to attract younger demographics.
The term 'Mukbang' (eating show) originated in Korea and has become a global phenomenon, while 'Cookbang' refers specifically to the preparation process.
오늘 저녁은 매운 짬뽕 먹방을 볼 거예요.oneul jeonyeogeun maeun jjamppong meokbaeul bol geoyeyo.
그 유튜버는 먹방으로 정말 유명해요.geu yutyubeoneun meokbaeuro jeongmal yumyeonghaeyo. — That YouTuber is really famous for their mukbangs.
