Pimple popping and makeup slime. Two things that have absolutely nothing to do with each other, except that millions of viewers are watching these videos daily on Youtube, Tiktok, and Instagram. Follow the hashtag #oddlysatisfying and you'll find out.
The hashtag has 3.63 million posts on Instagram and counting. On average, at least one video with the #oddlysatisfying hashtag is posted on Instagram every minute. In 2020, Google Trends reported 24.6 million searches for such content globally versus 4.7 million in 2019 - that is a sixfold increase over two years.
There are myriad reasons why such videos draw so much attention. The global average for video consumption is 84 minutes per day, and it is believed that a number of those minutes are spent on video posts that trigger an Autonomous Sensory Meridian Response (ASMR) - a tingling static-like sensation stimulated by certain sounds and visuals - through visuals that range from the mundane to the weird, like crushing makeup to create bright and colourful slime.
THAT ODD FEELING OF CALM
The idea of "oddly satisfying" and ASMR are often discussed together. The term ASMR was coined in 2010 by healthcare IT consultant Jennifer Allen, who started a Facebook group dedicated to the stimuli.
In 2015, 80 percent of participants in a study of 475 volunteers watching ASMR videos found that their moods improved just by watching the content.
According to Dr. Craig Richard, a professor, and researcher at ASMR University, a resource and news centre based in the US, you can experience ASMR by watching videos and listening to ASMR sounds. The tingling sensations you feel in your scalp and at the back of your neck can also lead to deep soothing feelings of relaxation, calmness, and comfort.
この記事は Her World Singapore の September 2022 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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この記事は Her World Singapore の September 2022 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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TREASURE ISLAND
When plans to demolish the Merlion Tower on Sentosa were announced in 2019, some Singaporeans were sad to see one of the island's most iconic attractions go. After all, the quirky creature – with the head of a lion and the body of a fish – had been a significant part of their memories of Sentosa.The 37m-tall, 12-storey structure, completed in 1996 and designed by Australian sculptor James Martin, was a focal point for laser light shows and projections that transformed its ivory facade into a vibrant display of colours.The Merlion Tower was a popular attraction for families. Singaporean couple Anand and Vrunda Patel would often take their children there for outings. Vrunda, now 50, fondly recalls climbing the structure and admiring the views of Sentosa from the Merlion's mouth. “Outside the Merlion, there was a beautiful step garden with flowing water. I used to love walking there,” she shares.Years later, the statue, covered in dirt and grime, required a refresh. The demolition was not only part of a larger vision to connect Resorts World Sentosa (RWS) in the north to the three beaches (Palawan, Tanjong and Siloso) on the island's south, it was also the start of a massive rebranding project to transform Sentosa from a recreational family destination to a premier lifestyle attraction.Today, Sentosa Sensoryscape stands in its place. Set within a lush landscape, the 30,000 sqm attraction features a 350m-long connector that leads visitors to six sensory gardens – where they can explore the gardens’ massive vessel-like sculptures, observe the various flora and fauna inhabiting the space, and interact with Instagrammable light displays through an augmented reality app after nightfall.“To attract younger visitors, our additional focus is on creating more authentic and immersive experiences, recognising that this demographic seeks deeper, more engaging interactions with the places they visit,” says Thien Kwee Eng, CEO, Sentosa Development Corporation (SDC).Just as Sensoryscape is designed to create an otherworldly atmosphere after dark, the Sentosa Night Mode campaign, launched in August, aims to introduce the island as a day-to-night destination for both locals and tourists, who would typically only make day trips to Sentosa. In addition to more nightlife events – such as the recent Waterbomb Festival, which saw about 10,000 revellers partying to a live K-pop line-up – the initiative includes extended operating hours at key attractions, along with street performances and dining promotions.It’s a move that has boosted visitorship to the island, with total numbers reaching 16 million this year.“This is a 20 per cent increase in the number of visitors as compared to the same period last year,” reveals Kwee Eng.
TAKING THE LEAP
It’s 10 am on a Monday, and Gan Guoyi, 40, walks into Jigger & Pony with a set of dry-cleaned clothes – a picture of calm amid the aftermath of last night’s chaos. The Singapore bar recently secured a spot in the Top 5 of The World’s 50 Best Bars 2024 list, announced in Madrid on Oct 23. To celebrate, she threw a three-night promotion from Nov 10, where customers enjoyed five premium cocktails for just $5 each at select bars like Gibson, Live Twice, Sugarhall, Como Pony Jakarta, and Jigger & Pony.Naturally, the event was a hit, and Guoyi, who was manning the guest list at Sugarhall, only managed a few hours of sleep the night before. Still, she arrives promptly to our photo shoot without complaints.
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