Why there's a huge appetite for ASMR food videos on TikTok
ASMR-style videos showing chefs making and eating their dishes have emerged as one of the biggest trends on TikTok – with more than 23 billion views on the hashtag #asmrfood.
Content creators like Japanese chef Bayashi, who has 43 million followers on TikTok, and US-based Zach Choi (12 million followers) consistently rack up millions of views and hundreds of thousands of likes.
Their TikToks follow a similar format, with fast-moving video edits, crisp sounds, and ending with them enjoying the food – like this lobster video from Bayashi which has been viewed 48 million times and got nearly five million likes:
And this video from Zach Choi has been viewed more than 55 million times and got more than four million likes:
South Korean content creator Bonggil has 2.5 million followers on TikTok for his ASMR "mukbang" eating videos.
People love his videos so much that fan account @bonggiltiktok has nearly one million followers. The videos they post get a huge response – like this one of him tackling whipped cream, fruit, Maltesers and doughnuts which has been watched more than nine million times:
The popularity of accounts like this has inspired other content creators to use ASMR techniques, which are designed to trigger a tingling sensation in response to specific gentle sounds and visual stimulus. ASMR stands for autonomous sensory meridian response.
A video showing Wallace from @w2sixpackchef finely chopping a Snickers bar in ASMR style has had more than 15 million views:
UK content creator Sam Way, who has more than nine million followers on TikTok, uses an ASMR style in his videos too – like this French onion soup recipe, which has had 4.4 million views:
And London-based food critic and blogger @notorious_foodie, who has 2.7m followers, uses ASMR techniques on TikTok too. This wagyu donburi video has had 29 million views and more than two million likes:
How to quickly spot TikTok trends
ASMR food is just one of the new TikTok trends quickly picked up by our Buzz service, which highlights some of the big talking points emerging on TikTok and social media every day.
Buzz from Shooglebox is used by journalists and PR, marketing and creative teams who need to spot and stay on top of the latest trends.
It's a constantly updated box of cards showing at a glance, explaining and linking to viral videos, TikTok trends and other things getting people excited on social media. Buzz customers also get regular updates alerting them to some of the things they might otherwise miss or be late to the party.
This stack of cards for the Food ASMR trend gives you an idea of how Shooglebox works – and how it could help you go from spotting a trend right at the start to tracking its development over time.
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