REVEALED: What is an 'ice crunch' video and why is it breaking the Internet?

A bizarre new trend, dubbed as the 'ice crunch,' is gaining popularity among the netizens. Users on the Vine-like Chinese video-sharing app Kwai have been uploading thousands of videos of people munching on frozen treats with the hashtag chi bing, which means eats ice.

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A post shared by  ICE ASMR (@iceeeecraving) on Mar 16, 2018 at 12:46pm PDT

The chilly craze is part of a new wave of autonomous sensory meridian response (ASMR) videos, which provide soothing sensations through sound. As per Think with Google, the term ASMR was first coined in 2010 to describe videos featuring placid visuals and sounds like accents, crackles and whispers.

Heather Feather, a popular "ASMRtist" with nearly 400,000 YouTube subscribers, told Think with Google, "Basically, it feels like the amazing chills you get when someone plays with your hair or traces your back with their fingertips."
According to a Mashable report, people crunching on freezer fare including ice, ornate frozen chocolates and frozen-milk treats can lull some users to sleep.