The Soothing World of ASMR: How Sleep Influencers are Carving Out a Niche in Vietnam
At 11:00 pm each night, Phan Thi Ngoc Giau dims the lights in her Hanoi room, sits down, and powers up her camera. Arranged on the desk before her and a nearby shelf is an assortment of items: pens, books, paintbrushes, plush toys, snacks, and of course, her microphone. For the next two hours or so, the 27-year-old will live-stream herself engaging in a range of activities, from the ordinary to the unusual. She may squeeze slime, apply makeup, put in eye drops, or even spray water into a plastic bag to mimic the patter of rain. Every action is carefully designed to create sounds that evoke the ‘tingles’ associated with autonomous sensory meridian response (ASMR). In these ASMR live streams, loud noises and boisterous conversation are avoided to ensure a tranquil experience for viewers on the cusp of sleep. During these peaceful hours, Giau occasionally whispers softly to interact with her audience. When viewers send digital gifts, she expresses her gratitude with a heartfelt, he...