SOOP is opening a shared cooking studio, "Yong Restaurant," to expand the ecosystem of mukbang and cookbang content.
Yong Restaurant is a shared studio where mukbang (eating shows) and cookbang (cooking shows) content—long hampered by barriers to entry such as filming space, equipment, and operational burdens—can be produced more easily. It was planned through a collaboration with the streamer "Working Yong-hyung," who showcases a variety of cooking content on SOOP.
Through Yong Restaurant, SOOP plans to build a more systematic production environment and strengthen participatory content.
Yong Restaurant will operate starting on the 27th, and streamers can use the studio by booking in advance. General visitors can come on-site starting on the 9th of next month to taste the dishes presented by streamers and take part in interactions.
With the studio opening, SOOP will introduce its in-house menu "Soop Fire Jjamppong" and run a participatory program, the "Soop Fire Jjamppong Full-Bowl Challenge," based on it. "Soop Fire Jjamppong" emphasizes a strong spicy and wok-fired flavor, and the "Full-Bowl Challenge" invites participants to finish the dish within a set time limit. Both streamers and general visitors can take part, and those who succeed will be ranked by record and have their names added to the "hall of fame."
A SOOP representative said, "Going forward, through 'Yong Restaurant' we will provide shared infrastructure for producing mukbang and cookbang content and, on that basis, present a range of expansionary content, including joint streams among streamers, collaborations between chefs and influencers, and partnerships with brands and local governments."