This study aims to examine why online consumers watch Mukbang, a type of South Korean online entertainment show, by exploring the antecedents of consumers’ attitude toward Mukbang from a cross-cultural perspective. Data was collected from 114 Asians and 129 Caucasian participants using a self-administered questionnaire online. Data was then analysed using structural equation modelling. Similarities and differences were noted for both the samples. The findings show that Asians tend to watch Mukbang due to host attractiveness and social normative influence, while Caucasians watch such shows due to host attractiveness, perceived novelty and social normative influence. Practical implications are provided for traditional and digital marketers, advertisers and broadcast jockeys so they are better equipped with insights on online consumer behaviour, marketing strategies and conceptualisation of videos.

Purpose The purpose of this paper is to conduct an in-depth interview with the Chief Executive Officer (CEO) of Larry Jewelry, a luxury jeweller with boutiques in Hong Kong and Singapore. Given the ever-evolving luxury jewellery market in South East Asia, it is paramount to understand the success factors of the luxury jewellery sector. Design/methodology/approach An in-depth interview approach is used to understand the antecedents of the success of the luxury jewellery sector. Specifically, this paper presents a complex business model of Larry Jewelry and an in-depth interview with the CEO of Larry Jewelry for current insights in the sector. Findings This paper highlights the history of Larry Jewelry, its product segments and the key elements of its business blueprint. Specifically, the success of Larry Jewelry is attributed to its business model and strong branding on quality, craftsmanship, rarity, human interaction and trust. Originality/value Despite the substantial growth in the luxury jewellery sector, there is relatively little research on the success factors of this industry, especially in South East Asia. The current research provides practical insights into business blueprint of a successful luxury jeweller in Hong Kong and Singapore.