The clicks from a click pen, the sound from lighting a match, the crunch from a crisp wafer, the peeling of the Velcro, the clicking of long nails on a solid surface, the kneading of sourdough, the mixing of paints, bouncing laser lights, playing with slime, and your doctor cleaning your ears – all of these tend to evoke a certain tingling or calming sensation across your scalp, extending down your neck. Do you feel that?

“What is it?” “Why am I experiencing this?” You may have asked these questions as you viewed many more of these short videos while scrolling through social media.

This feeling is popularly known as ASMR – Autonomous Sensory Meridian Response. It is a sensory phenomenon, likened to meditation….

……described as a pleasant and calming “tingling” sensation experienced across the scalp and down the back of the neck, sometimes spreading through the rest of the body. These sensations are triggered by specific audio-visual stimuli or close contact with a person, whether in person or online. These sensations have been reported to be accompanied by feelings of relaxation and well-being.

This phenomenon has been known for a while; however, it was said to have gained traction from 2010 after YouTuber Jennifer Allen coined the term “ASMR”.

Brain massage

To researchers, it has something to do with how the brain responds to stimuli. It has been observed to show activity in the areas that control emotion and empathy and areas that release neurohormones that lead to feeling sleepy, comforted, and relaxed.

Sound stimuli have an immediate and powerful effect on one’s emotional state.

Soft crackles from a crispy snack, slurps of a refreshing drink, rustle from unwrapping candy, all produce delightful sounds in addition to visuals of preparing the meal, providing a unique sensory experience. These may be relaxing and stimulating for some, trigger cravings and provide satisfaction without the actual consumption of the food for some, and for some provide a point of connection as the broadcasters interact - describing the flavours of the food they eat. Soft sounds from eating the foods, and close-up shots of the preparation may leave a calming effect on a viewer with anxiety.

It is a new way to experience food. For some, it’s the sizzle, pop, crackle or crunch; for some, it’s the satisfaction of enjoying global cuisines from the comfort of their couch.

ASMR is associated with reduced heart rate. Viewers who were depressed reported feeling better; some had an increased positive emotional state. It is a real sensory experience and may be a method of emotional regulation that can potentially be put to therapeutic use.

However, some of you reading this may not actually experience the tingling; maybe you feel the opposite, a feeling of annoyance. Don’t worry; not everyone is supposed to! The stimuli tend to affect a certain set of people with characteristics such as openness to experiences. You probably need other stimuli to relax. 

Possible benefits and therapeutic potential of ASMR

The following benefits haven’t been scientifically proven and are not applicable to everyone but are based on newly emerging research.

Potential uses of ASMR include helping individuals with ADHD (Attention-Deficit/Hyperactivity Disorder), autism, sleep, headaches and anxiety.

The appeal of ASMR

ASMR seems to have gained its popularity and viewership from the long list of its possible
applications and emotions experienced by the “tingleheads”. People are always on the lookout for effective and convenient ways to deal with lifestyle-associated conditions such as stress and chronic pain and for ways to better the quality of sleep or manage anxiety. ASMR videos aid this. It is said that interactive videos such as Mukbang give a sense of being cared for as well. Mukbang is a Korean word derived by combining words meaning - eating and broadcast. Audiences watch the Mukbang broadcasters eat and relish the food in a video or live and are captivated by the visuals (especially their expressions) and associated sounds. For some, it may help cope with loneliness, while for a few, the crunch and chewing sounds are like therapy to the ears.

Food ASMR may not necessarily involve only Mukbang videos. Some videos involved include the unboxing of takeout, visually appealing placement of the food, the process of setting up the dishes, sounds from the peeling of dip packets, etc. Few videos involve making the dish, a step-by-step recipe, or packing lunch boxes; it is the organisation involved for some, colours for others, but mainly sound is what grabs the attention, be it from a bite or a wrapper.

A trend with over a decade of experience is here to stay, grabbing the attention of not just vloggers but brands for advertising. The pleasant effect definitely calls to the masses, to the extent that entrepreneurs are looking at bringing live sessions with the help of pre-session questionnaires to determine the stimuli. Maybe you can try a small session at home with waffle chips or scoopers, or explore other options of your choice through Urban Platter