Every Wednesdays at 5.30pm sharp, Melissa Lee live streams her experience of trying out a brand new dish.
Melissa, who co-founded contactless ordering platform MM Meal with Stephanie Lee, started live streaming her dining experience when Malaysia imposed its Movement Control Order (MCO) in March, 2020.
The objective was straight forward: To help merchants discover alternatives to grow their businesses despite the pandemic. Because of COVID-19, many food and beverage businesses were significantly impacted as countries went into lockdown.
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In fact, the sisters’ platform, MM Meal, was created specifically to increase brand awareness of merchants and as a means for consumers to use secure and safe order and pay methods.
Mukbang for the buck.
Using Facebook’s livestreaming feature, Melissa began mukbang-ing during the quarantine, trying out all sorts of foods in hopes that the businesses receive some exposure and profit.
“At MM Meal Live our key focus is to help brands to build brand awareness and to help them reach out to more people across differrent market segments. Each livestream we’ve done normally gets over 5,000 reach,” she tells me through a text via Whatsapp.
Mukbang, also spelled meokbang, is apparently not a new trend. People have been eating in front of a live audience for almost 10 years now. The trend began in South Korea in 2010 and soon spread to other Asian nations such as Japan, China, Hong Kong, Taiwan, and more.
Soon, many Malaysians and Singaporeans started doing the same. The trend became a lot more prevalent especially during the lockdowns, making it a worldwide trend and an effective marketing strategy.
Why is it an effective marketing strategy?
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Posted by MM Meal Live on Wednesday, 5 August 2020
According to Melissa, mukbang is effective because viewers are able to engage and communicate with the host while being entertained by them.
“With this growing trend, there’s definitely opportunities for live streaming studios with warehouse facilities to grow, which we’re also currently in the midst of building and expanding,” she reveals to me.
While many are casting a gloomy perspective on the food and beverage industry, MM Meal is currently seeking out opportunities and providing solutions for the various industries, within the likes of tourism and hospitality, that were impacted.
Technology, has once again, become a saving grace and it appears Facebook is here to stay.
Cover image sourced from MM Meal Live.