Mukbang Addiction and Emotional Eating Among University Students in Saudi Arabia: A Cross-Sectional Study.

Background/Objectives: Mukbang videos have become increasingly popular and may be associated with eating behaviors, particularly among university students who are more susceptible to stress-related eating and social media use. Evidence on the relationship between Mukbang addiction and emotional eating is limited. This study investigated the association between Mukbang addiction and emotional eating among university students in Saudi Arabia. Methods: A cross-sectional study was conducted between November 2025 and April 2026 using an online questionnaire. A total of 551 students completed the survey. Data were analyzed using descriptive statistics, chi-square tests, and multiple linear regression. Results: Emotional Eating Questionnaire (EEQ) and Mukbang Addiction Scale (MAS) scores did not differ significantly by age, gender, education, or income. EEQ scores differed significantly by marital status (p = 0.025) and occupation (p = 0.037), while MAS did not. Both EEQ and MAS were significantly associated with BMI (p < 0.05). Descriptive analysis showed that participants with high emotional eating levels had a greater proportion of high Mukbang addiction (55%) compared with low Mukbang addiction (45%). However, multiple linear regression analysis found no significant association between EEQ and MAS scores (B = 0.275, p = 0.249). Additionally, MAS scores were not significantly associated with any demographic characteristics. Conclusions: BMI was significantly linked to both emotional eating and Mukbang addiction. Longitudinal studies are needed to clarify these relationships and inform interventions promoting healthier eating behaviors among university students.