TikTok and Instagram Reels, 12 May – 12 Nov 2026, 9 markets, in the eating videos we found. Shares count TikTok only (checked 85% accurate). Click any metric to see the analysis behind it.
Which spicy foods people eat on camera, market by market
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Where Buldak sits among spicy noodles
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How people adjust the heat
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In their own words
The eating videos behind these cards
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When, where and with whom people eat spicy food
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Late at night or alone, market by market
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In their own words
The occasions, as people film them
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What people say before, during and after eating
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Pain or pleasure: how each market talks about the heat
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Everyday eating, challenges or mukbang shows
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In their own words
First tries, pain, pleasure and the morning after
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Do viewers react to the food or to the creator?
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What viewers say, region by region
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Does the kind of creator change the comments?
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In their own words
The comments and replies under the eating videos
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Working hypotheses, tested on the videos and comments
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What sets each market apart
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How much each market can bear: coverage and data quality
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