South Korea’s government is planning a crackdown on a binge-eating on social media fad in an attempt to curb rising obesity rates.

Binge-eating junk foods while broadcasting to an online audience has become so popular in Asia’s fourth largest economy that it has spawned a lucrative industry known by the term ‘Mukbang’.

The drastic form of entertainment, consisting of selfie-style videos of people gorging on mountains of food while talking directly at the camera, has drawn hundreds of thousands of followers in South Korea and gone viral globally.

Among the most popular of the glutinous Mukbang YouTubers is ‘Beard Meats Good’, a British former banker turned personal trainer, who can devour more than 10,000 calories per show.

Others like Minsu Huh, known more commonly on YouTube as Yasikee, have made binge-eating a full-time career. He has attracted over 100,000 subscribers on the social media channel with exploits that have included eating 22 bags of ramen noodles in one sitting.