Bloggers and Vloggers in China have been posting loads of videos online of themselves crunching through elaborate blocks of ice and chewing on the ice.
Beijing: A bizarre new trend, dubbed as the 'ice crunch,' is gaining popularity among the netizens, especially in China.
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."
Bloggers and Vloggers in China have been posting loads of ice crunch videos and some of them even got millions of views.
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.