In early March 2025, the digital world was shaken by the tragic news of Efecan Kültür’s death. The 24-year-old TikTok content creator from Türkiye had captured the attention of millions through his visually outrageous and emotionally engaging mukbang videos—online content in which influencers eat excessive amounts of food, often in a single sitting, in front of the camera.
Kültür, who rose to fame quickly within Türkiye and gained a growing global audience, became widely recognized for his extreme food combinations, larger-than-life personality, and candid portrayal of his day-to-day experiences. But behind the viral videos and high view counts lay a sobering reality: his health was deteriorating rapidly.
On March 7, 2025, Kültür passed away due to complications from obesity, a condition worsened by the nature of the content that brought him recognition, likes, and digital fame. His death has sent shockwaves throughout the social media community, triggering deep reflection on the cost of virality and the long-term risks of entertainment that thrives on pushing physical and emotional boundaries.
Who Was Efecan Kültür? A Young Man Behind the Screen
Born and raised in Türkiye, Efecan Kültür was described by those who knew him as warm, funny, and deeply creative. Before his rise to fame on TikTok, he had a modest following on other platforms, experimenting with various types of content—from comedy sketches to reaction videos. But it wasn’t until he embraced the mukbang trend that his popularity skyrocketed.
Unlike many creators who approached mukbang with lighthearted humor or staged settings, Kültür often brought raw emotion to his videos. He didn’t just eat; he connected. He spoke openly about his struggles, dreams, and desire to make people laugh. That vulnerability, paired with his increasingly extreme meals—like bowls of pasta drenched in Nutella or piles of deep-fried snacks—made him stand out.
His followers, many of whom were teenagers or young adults, felt a deep bond with him. In their eyes, he wasn’t just a creator—he was a friend. Someone who made them smile during difficult days. Yet as his physical condition worsened, many fans noticed a shift.
The Rise of Mukbang Culture: A Global Phenomenon with Dangerous Side Effects
To understand how Efecan Kültür’s story became such a cautionary tale, it’s important to explore the broader context of mukbang culture. The trend originated in South Korea around 2010, when livestreamers began recording themselves eating large quantities of food while engaging with their audience. It was equal parts culinary entertainment and parasocial connection—a digital dinner shared with strangers.
Soon, mukbang spread beyond Korea and took root on platforms like YouTube, TikTok, and Instagram. Content creators from all over the world began participating, and audiences couldn’t get enough. The appeal? A mix of ASMR (autonomous sensory meridian response), vicarious indulgence, and charismatic personalities.
But as competition grew, so did the extremes. Creators, seeking more views and engagement, felt pressure to outdo themselves. Meals became larger, combinations more bizarre, and the toll on physical health more apparent.
A Dangerous Spiral: From Internet Stardom to Hospital Beds
In Kültür’s case, the spiral happened quickly. His videos evolved from quirky to shocking. While many began light-hearted—with Efecan joking, dancing, or singing before meals—viewers soon saw a more serious shift.
Meals featured thousands of calories, consumed in single sittings. Dishes like Nutella-laden noodles, fried cheese towers, and full platters of fast food became his signature. Comments ranged from admiration to concern. Some viewers applauded his bravery and energy. Others begged him to slow down.
In his final months, fans noticed a decline in his mobility. Videos showed him lying in bed, struggling to speak clearly, and hooked up to medical equipment. Still, he kept filming—pushing through discomfort, possibly motivated by pressure, financial need, or a sense of loyalty to his fans.
He began documenting hospital visits and showing his condition more transparently. These glimpses only deepened public concern, with many pleading for him to stop filming and seek help.
The Day the Videos Stopped: Efecan’s Final Hours
On March 7, 2025, the tragic news of Efecan’s passing was confirmed by Turkish media outlets and later acknowledged by close friends and family members. The official cause: complications due to obesity, including respiratory failure and organ stress.
His final days, according to those close to him, were marked by both pain and hope. Despite the severity of his condition, Efecan reportedly had plans to pivot his content toward health and weight loss. He had spoken privately about wanting to recover, but unfortunately, time ran out before he could begin that chapter.
The Reaction: A Wave of Grief and Sobering Reflections
Efecan’s passing prompted a tidal wave of reactions across social media. Fans, fellow content creators, and public health experts expressed sorrow, shock, and frustration.
TikTok was flooded with tributes: videos compiling his most joyful moments, comments thanking him for the laughter, and messages from followers sharing how much he meant to them. But alongside the mourning came anger and blame. Some pointed fingers at the platforms that reward extreme behavior. Others criticized viewers for encouraging the content or failing to intervene.
The Role of Algorithms and Monetization: A System That Rewards Extremes
One of the more complex discussions emerging from Efecan’s death revolves around how social media algorithms and monetization models contribute to dangerous behavior.
Platforms like TikTok, YouTube, and Instagram operate on engagement-driven systems. The more views, likes, and shares a video gets, the more it’s promoted to new users. In many cases, this incentivizes creators to produce content that shocks, entertains, or overwhelms—often at the expense of their own well-being.
Mukbang creators, in particular, face a dangerous double-bind. Their popularity often hinges on their ability to consume more, appear bolder, and maintain a unique hook. For many, that means pushing their bodies past safe limits.
In Efecan’s case, the system rewarded his extremes. His follower count soared. Videos gained millions of views. Sponsorships trickled in. But the human cost proved too high.
Public Health Experts Sound the Alarm
Following Kültür’s passing, nutritionists, psychologists, and digital wellness experts began issuing renewed warnings about the mukbang trend and its broader implications.
Dr. Elif Yalçın, a Turkish nutritionist who has long criticized extreme eating content, appeared on national TV to speak about the incident. “This is a wake-up call,” she said. “We cannot normalize binge eating for entertainment. It’s harmful to the creator and to the millions of young people watching and imitating.”
Similar sentiments were echoed globally. Psychologists pointed out that children and teens—whose brains are still developing—are particularly vulnerable to unhealthy behavior modeling. Seeing favorite influencers glamorize excessive eating can normalize dangerous habits or lead to disordered eating patterns.
The Emotional Toll on Creators: Behind the Smile
Efecan Kültür is far from the first content creator to struggle under the weight of digital fame. But his story is unique in its openness. He showed his suffering. He didn’t pretend to be okay.
Creators in the mukbang space often report high rates of anxiety, depression, body image issues, and burnout. For many, the performance of happiness hides deep emotional distress. Some fear stopping will result in lost income or followers. Others are trapped by contracts, expectations, or the hope that success will bring lasting happiness.
Efecan’s willingness to share his reality—however painful—may serve as a powerful legacy. He gave the world a window into what happens when viral success comes at the cost of health, safety, and self.
Calls for Change: Responsibility, Reform, and Respect
Since his death, several advocacy groups and public officials in Türkiye have proposed initiatives to address content-related health risks. These include:
Stricter content guidelines for food-related videos on platforms like TikTok and YouTube.
Mental health resources and partnerships for creators, especially those in high-risk niches.
Educational campaigns in schools, teaching youth media literacy and healthy habits.
Parental controls that allow guardians to block extreme food content.
Supporters of these efforts stress that the goal is not censorship but awareness. They argue that creators deserve protection, and audiences deserve transparency.
A Legacy That Could Save Lives
Efecan Kültür’s story is a tragedy, but also a call to action. His life, filled with joy, humor, pain, and resilience, should not be reduced to clickbait headlines or cautionary tales. It should be honored as a lived experience—one that can inform a healthier, more compassionate internet culture.
His content made people laugh. His story made people cry. And now, his memory may help reshape how platforms and people approach online fame.
