Autonomous sensory meridian response. You may know it as ASMR – the niche YouTube genre that has been relieving everyone’s anxiety over the last few months.
The most popular videos include an ASMR mukbang where the sounds of a woman eating black bean noodles and fried chicken is played on loop. Another top performing video is one that contains three and a half hours of fabric sounds.
Cardi B also famously tapped into the genre by conducting an entire interview in ASMR—and she’s not the only celebrity to do so, Dua Lipa, Emily Ratajkowski, and Paris Hilton have done it too. Needless to say, it’s officially a cultural phenomenon.
Defined as a ‘calming pleasurable feeling often accompanied by a tingling sensation’, the practice is said to trigger some form of stimuli in those who watch and listen to it, but it varies from person to person. Some enjoy the sound of turning the pages of a magazine, crinkling paper, tapping nails on various objects, hair brushing or even the sound of a hair dryer.
Thanks to our content-obsessed society, there’s a plethora of ASMR content to explore on YouTube. So, if you find yourself in need of a little pick me up, watch one of these.