In Malawi, people aren’t always quick to jump onto the latest global trends. Sometimes, things can take time to reach us. And for several reasons which I won’t get into.

For those unfamiliar with the terms, ASMR and Mukbang may seem strange, but these two online phenomena have captivated millions worldwide, and represent a new form of digital entertainment, providing viewers with unique sensory experiences. Just search in Instagram or YouTube the terms “ASMR” or “Mukbang”, and see for yourself what you find, and the numbers of views of some of the most popular videos.

What is ASMR?

ASMR (Autonomous Sensory Meridian Response) is a relaxing, tingling sensation that typically begins on the scalp and moves down the back of the neck and spine. Often described as a “brain tingle” or “head orgasm,” this sensation is triggered by specific sounds and visuals. Common ASMR triggers include whispering, soft tapping, crinkling paper, and brushing sounds. ASMR videos are extremely popular, with Youtubees for the term exceeding those for “sweets” or “chocolate” in 2015. Many people use ASMR to help with relaxation, sleep, and to manage stress, anxiety, or depression.
ASMR has made a significant impact on popular culture. In music, artists like Billie Eilish, Phoebe Bridgers, and 21 Savage (who has a song titled “ASMR”) have incorporated the soft, intimate sounds of ASMR into their work. Brands have also taken notice, with companies like IKEA and Kentucky Fried Chicken creating ASMR-style campaigns. Even celebrities such as Gigi Hadid, Katy Perry, and the Jonas Brothers have participated in ASMR videos for publications like W Magazine.

What is Mukbang?

Mukbang, a portmanteau of the Korean words for “eating” (meokneun) and “broadcast” (bangsong), is a live or recorded video of a host, or “mukbanger,” eating a large quantity of food while interacting with an audience. Originating in South Korea around 2010, the trend has since gone global. Oxford English Dictionary even added the term to its lexicon in 2021, showing its widespread recognition.
The popularity of Mukbang is often attributed to a desire for social connection. For people who live alone, watching a mukbanger eat can provide a sense of communal dining, combating feelings of loneliness. Many mukbangers have achieved celebrity status, with some earning substantial livings from their content. Mukbang channels have amassed millions of subscribers, surpassing the viewership of some traditional celebrities and K-pop stars.

So, what’s the Connection

There is a clear connection between these two trends. Many people find the sounds of eating in Mukbang videos to be a form of ASMR. The crunchy, slurping, and chewing sounds of foods like fried chicken, pickles, and noodles can trigger a relaxing or satisfying sensation in viewers. These sounds can also be a key part of the viewing experience, making the food look more appetising.

So, now you know what ASMR and Mukbang are.