Maangchi

The Korean Cooking Queen of YouTube

Emily Kim, better known by her YouTube handle Maangchi, has become one of the most influential Korean cooking content creators on the platform. Born Kim Kwang-sook in 1957 in Yeosu, South Korea, this 67-year-old culinary educator has transformed from a former online gaming enthusiast into a YouTube sensation with over 6.46 million subscribers and more than 762 million total views.^[1]^[2] Her channel name "Maangchi" means "hammer" in Korean, a moniker that originated from her online gaming days when she played the character-based game "City of Heroes."^[3]

From Gaming Addiction to Culinary Fame

Kim's path to YouTube stardom was unconventional. After immigrating to Columbia, Missouri in 1992 with her then-husband, she worked as a teacher before moving to Toronto, Canada in 2002.^[3] Following her divorce in 2003, Kim became deeply immersed in online gaming, particularly "City of Heroes," where she would play from 6 p.m. until 3 a.m. daily.^[4] Her gaming character was a destructive avatar wielding a large scimitar and wearing a tiny miniskirt, specializing in destruction and earning the nickname that would later become her brand identity.^[4]

The transition from gaming to cooking videos came in 2007 when her children encouraged her to pursue a more nourishing form of internet expression. Kim was motivated by the inaccurate Korean recipes she found in English online and wanted to demonstrate authentic Korean cooking methods.^[4] Her family background in the seafood industry in South Korea had provided her with extensive culinary knowledge learned from female relatives, making her well-equipped to share traditional Korean cooking techniques.^[3]

Content Focus and Teaching Style

Maangchi's YouTube channel centers exclusively on Korean cuisine, featuring everything from traditional dishes to modern interpretations. Her content is characterized by strict adherence to traditional recipes and an upbeat, engaging personality that has earned her the nickname "YouTube's Korean Julia Child."^[5]^[3] She covers a wide range of Korean foods, from kimchi and bulgogi to more specialized dishes like naengmyeon (cold noodles), which she considers the most underrated Korean food in the United States.^[6]

Her teaching approach emphasizes accessibility and authenticity. Kim frequently demonstrates techniques for making kimchi, explaining that she produces it every other month and encouraging viewers to make large batches rather than small quantities.^[7] She has also been generous in sharing knowledge that helps people connect with their Korean identity, particularly Korean adoptees and diaspora communities seeking to reconnect with their heritage through food.^[7]

Channel Performance and Statistics

As of May 2025, Maangchi's channel boasts impressive statistics with 6.46 million subscribers and over 763 million total views.^[2]^[8] The channel maintains consistent daily performance, typically gaining between 37,000 to 79,000 views per day, with estimated daily earnings ranging from $65 to $415 depending on viewership.^[2] Her upload frequency is relatively low at 0.25 videos per week, but this reflects her focus on quality content rather than quantity.^[2]

The channel's engagement rate of 4.84% is considered excellent for the platform, indicating strong audience interaction with her content.^[2] Her videos typically average around 10.15 minutes in length, providing sufficient time for detailed cooking instruction while maintaining viewer attention.^[2] Recent videos in her "Real Korean Cooking Stories" series have garnered between 60,000 to 208,000 views each, demonstrating sustained audience interest.^[2]

Published Works and Collaborations

Beyond YouTube, Kim has authored two comprehensive cookbooks published by Houghton Mifflin Harcourt. Her first book, "Maangchi's Real Korean Cooking," was published in 2015 and focuses on traditional Korean home cooking, including fermentation techniques for Korean sauces, pastes, and alcohol.^[9] The second cookbook, "Maangchi's Big Book of Korean Cooking," published in 2019 with co-author Martha Rose Shulman, expanded into Korean Buddhist temple meals and street food.^[3]^[9] The New York Times named her second cookbook as one of the 13 best cookbooks of 2019.^[5]

Kim has also collaborated with notable figures in the culinary world, including working with Top Chef winner Kristen Kish on a PBS program called "Lucky Chow" in 2013, where she provided traditional Korean cooking instruction focusing on kimchi and japchae.^[3] She has appeared at prestigious food events, including the New York Times Food Festival, where she conducted live kimchi-making demonstrations.^[10]

Government Recognition and Brand Partnerships

In March 2018, the South Korean Ministry of Agriculture, Food and Rural Affairs announced a collaboration with Kim and her Maangchi brand to better showcase Korean foods to North American consumers.^[3]^[11] This official recognition underscores her significant role in promoting Korean cuisine internationally. She has also partnered with various Korean brands including Crown and Sempio Foods, popular companies in Korea.^[11]

Revenue Streams and Business Success

Maangchi has built a diverse revenue model beyond YouTube ad revenue. Estimates suggest her daily AdSense earnings reach approximately $690, while merchandise sales could generate around $2,500 daily, assuming a 20% profit margin.^[11] Brand endorsements contribute an estimated $15,000 annually to her income.^[11] More recent estimates from analytics platforms suggest monthly earnings between $2,400 and $7,300 from YouTube alone, though these figures can vary significantly based on viewership and other factors.^[2]

Her website, maangchi.com, serves as an additional revenue source and community hub, featuring recipe collections, discussion boards, and a podcast.^[4]^[12] The site receives approximately 42,253 impressions, contributing to her overall digital presence and potential revenue generation.^[11]

Personal Life and Current Status

Kim is married to David Seguin, who frequently appears in her cooking videos and is known for his supportive and humorous presence.^[13] The couple's dynamic adds an entertaining element to her content, with Seguin becoming a beloved figure among Maangchi's fanbase.^[13] Despite her success, Kim has maintained a controversy-free career, focusing consistently on her mission to make Korean cooking accessible and enjoyable for everyone regardless of skill level.^[13]