TikTok has become a hub of limitless creativity, with one enduring trend capturing the attention of viewers: the fusion of Autonomous Sensory Meridian Response (ASMR) with cooking videos, mukbangs, and grocery hauls.

The latest TikTok food trend

ASMR refers to the tingling sensations triggered by specific sounds or visuals. Within the realm of TikTok’s #asmrfood and #foodtok hashtags that have accumulated over 23 billion views, chefs and content creators are constantly pushing boundaries to elevate their ASMR videos to new heights.

Chefs and content creators constantly push boundaries to take their videos to new heights. (Photo: Lifestyle Asia Hong Kong)

In this level playing field, culinary backgrounds become irrelevant — renowned chefs, popular food content creators, and amateur home cooks all employ a shared formula: crisp sounds, gentle tapping on packaging, hushed descriptions, random sizzles and crackles, the delightful sounds of crunching, and a newfound cult classic — food slamming.

Whether it’s grocery hauls or mukbangs (eating shows), these fast-paced ASMR edits are a sure-fire way to generate significant views and engagement. Consequently, ASMR food content creators have risen to the ranks of top-tier advertisers for brands, receiving lucrative sponsorships and collaboration opportunities that enable them to make a living from their craft.

Why the craze?

With ASMR videos dominating a global social media platform like TikTok, one might naturally wonder — “Why are people so obsessed with ASMR?”

The answer’s simple — it’s entertaining and different. ASMR videos offer a unique and sensory-rich way to captivate viewers, getting them absorbed in otherwise mundane content like eating or cooking. It is the diverse range of sensations and emotions; creating an immersive experience from such unexpected elements of surprise.

ASMR videos offer a unique and sensory-rich way to captivate viewers.

By combining captivating visuals, soothing sounds, and innovative techniques, ASMR food content creators have carved out a niche that offers both entertainment and advertising potential. As this trend continues to evolve, we can expect to see even more creative and mesmerizing ASMR food videos captivating audiences worldwide!

With captivating visuals and soothing sounds, and innovative techniques offer both entertainment and advertising potential. (Photo: Nataliya Vaitkevich)

Even if you’re not particularly a fan of ASMR, the extensive influence of ASMR can now be felt in the real-world gastronomy scene. Chefs and restaurants are incorporating ASMR elements in their dining experience, prioritizing a multisensory culinary landscape for consumers to enjoy.

Despite its revolutionary influence in the food industry today, only time will reveal if ASMR can truly mark itself as an enduring, formidable force in the ever-changing and fast-paced culinary world.

Interested to jump on the ASMR bandwagon? Here’s a tip. Choose foods that give off the noisiest slurp, crunch, swish, chomp, gobble, well.. you get our point?

As long as the noise or sound effect from your chosen food gets amplified on video, you got it. Post it on TikTok and simply wait for the views to roll in!