Objectives

Create differentiated eating show called “Mukbang” for people these days staying longer at home and “Untact society” since Covid-19. 

“Yummy melody” provides super real scene of eating at home, such as delivers, food to go, or simple dishes. 

Try to make short-form video with high-definition and high quality sounds different from existing Youtube creators’ contents or TV Shows. 

To introduce Korean food cultures especially for global fans, and provide chances for many brands to create effective advertisements by collaborating with “Yummy Melody”. 

Strategy and Execution

1. Creating appealing “Mukbang” content to wake up viewers’ appetite by just showing super real eating scene but eliminating food introduction, technical expressions or interjections. 
2. Taking with specialized camera in order to provide high-definition like a movie with 4K resolution, and improving the quality of video by having post production stage: sound effects, editing colors.
3. Stimulating viewers’ sight and hearing with high quality sounds of cooking, chewing, swallowing, and food itself like ASMR.
4. Casting Yoon Du Jun from one of the legendary K-pop Idol group Highlight (Beast) who was a main character of popular eating film “Let’s Eat”. 
5. Yoon Du Jun acts different roles for each episode but have connections called “Yoon Du Joon universe “ between every episodes for global fans to find out and have fun.

Results

‘Yummy Melody’ Mukbang series has been one of the hottest Mukbang with Yoon Du-jun, famous K-Pop Artist. This Mukbang series has amassed over 5million views and 100,000+ hours of total watch time on the social media platform to date. 

Over half of its traffic is actually flowing in through direct search, and the number of M2’s subscribers has increased by more than 10,000 after each episode was released. It can be confirmed that not only subscribers of M2 channel but also public and Mukbang enthusiasts have given a great response. Especially, episode3 which is about Korea’s representative fast food ’tteokbokki’ exceeded over 630,000+ views with a hot response that it is a legendary tteokbokki Mukbang.

Overall, beyond simply eating food, Yummy Melody have presented ‘stay-at-home’ Mukbang with Korea's safe delivery culture to people around the world who spent more time at home due to COVID-19.

Media