Eumundi Voice Issue 122, 24 July 2025

HEALTH

What is ASMR?

ASMR stands for Autonomous, Sensory, Median, Response, and is a sensation experienced when presented with a visual and/or auditory stimulus, which manifests commonly as ‘tingling’ on the scalp, neck and upper spine. The body becomes relaxed, and the mind may experience euphoria.

ASMR leads to the release of dopamine, oxytocin and endorphins, which are associated with the release of stress, thereby aiding relaxation. Mental health conditions such as anxiety, depression and insomnia are allieviated by ASMR, particularly in teenagers and young adults, who make up a significant portion of the ASMR viewing community.

Not everyone responds to ASMR. Some people never experience a single tingle in their whole lives. Sensations may occur in the natural world, especially during childhood, however the staggering fact is that there are now more than 25M ASMR videos available to view online.

Many ASMR creators showcase sounds and actions to create scenarios that encourage responses on platforms such as TikTok and YouTube. The subject matter is expansive, but there are some popular themes such as

storytelling, role-play, tapping, whispering, selfcare (e.g. brushing hair) and massage. Eating videos – called Mukbang – featuring humans and animals can be witty and eccentric. Specialised equipment is often used, such as binaural microphones for 360-degree audio and sophisticated cameras to film visuals effectively. Advertising agencies are also utilising ASMR’s huge appeal, with the likes of the USA Superbowl, Dior, Google, Givenchy, The Victoria and Albert Museum, Bollinger Champagne and Harrods using ASMR techniques in self-promotion and advertising. Luxury ASMR massage spas are also spreading across the globe – in what started as an eyebrow raising ‘cult’ – to 10 years later becoming an entire industry, carving a niche in the world of health, fashion, beauty and marketing.

If you have never viewed ASMR I suggest viewing these suggestions on YouTube. MANYA – First immersive spa of 2025. Visit: t.ly/t2voZ. Or for animal ASMR view Mukbang eating like a button tortoise visit: t.ly/OZcn1. Kelly Parker