Latte ASMR is a Korean ASMR YouTuber—also known as an ASMRtist—who had hit more than 375 million views in five years.
She can also rack up almost 100,000 views on a new video within 8 hours.
So how does she do it? And what is ASMR, anyway? And most importantly, who is this Latte ASMR?
Here’s what we know.
But first… what is ASMR?
ASMR—which stands for autonomous sensory meridian response—is a form of sensory relaxation that moves down the body.
Sometimes it’s referred to as a brain massage because it triggers tingling sensations in the head, ears, scalp, neck, and back.
ASMR sound effects are typically whispers, crackles, or tapping—with a whole sub-genre of ASMR being of the no-talking variety.
Some fans of ASMR compare it to the feeling of someone playing with your hair or dragging their fingernails over your back.
If you’ve ever heard of Bob Ross, the famed painter, and beloved YouTube guru—his voice is described as ASMR-level relaxation.
In 2021, there were more than 5 million ASMR videos on YouTube.
Seul Gi Lee often mixes her soft-spoken, whispery delivery with ASMR triggers.
Triggers often referred to as traditional ASMR techniques, are typically sounds or feelings.
They can be mouth sounds—whispering, breathing, clicking of the tongue, etc.—or generated sounds. Generated sounds, like tapping, rubbing, rustling, crinkling, and brushing, are often used to create the “brain massage” feeling.
Physical hand movement triggers are another specialty of Latte ASMR’s.
Physical triggers, like simulated face touching, ear cleaning, hair brushing, and stroking, are incredibly popular in the ASMRtist community.
The Origin Story
Seul Gi Lee was born on May 16, 1993, in South Korea.
The ASMR YouTuber is based in Seoul, the South Korean capital, where she works full-time posting content to both her channels: Latte ASMR and Latte.
Seul Gi Lee is close to her family, and still lives near them, although she remains very private about her personal relationships.
She has experienced huge success with the beauty and wellness ASMR community, with her POV videos that include simulated false eyelash application, hair brushing, Botox, and deep facial cleansing.
The South Korean YouTube sensation specializes in videos that integrate tapping, whispering, brushing, and roleplay—like this video, where she roleplays taking care of someone who isn’t feeling well.
This style of video may seem weird, but this one had amassed more than 5 million views by 2021.
Latte ASMR may already have carved out a niche with her POV roleplays and softly whispered delivery, but she’s got another unique selling point, too: she posts her content in Korean, English…and sometimes Japanese.
One of her Japanese Latte Spa videos has gained 6 million views since 2017.
Often, she posts video content in her native Korean language.
These are immensely popular—especially the ones where she roleplays giving Korean lessons as a teacher.
She also takes the time to teach basic Korean words to her followers—all of which boosts engagement.
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Playing a Role
Latte ASMR has become adept at playing a multitude of characters.
She sets up detailed and intricate “sets” for filming—from a spa to a classroom, to a café, doctor’s office, police station, and many more.
Once she’s set the scene, she commits to the video premise. Often, she plays the part of a school nurse. Other times she might be a mom or caregiver.
She’s been a secret agent, a makeup artist, a café worker, even a witch.
Fans of Latte ASMR often joke that she has a million jobs—and with all the roles she’s played so far, they might not be too far off the mark.
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The YouTube Business Model
Lee posted her first video in September 2016 as Latte.
It was a video roleplay of her grooming eyebrows and her first foray into ASMR online.
In the early days of the Latte channel, Seul Gi Lee also got behind the mukbang trend.
Mukbang (which is pronounced like “mook-bong”) sees the “star” of the show eating large amounts of food while engaging with their viewers.
The trend, which began in Seul Gi Lee’s native South Korea—is a major money-spinner in Asian countries.
She posted videos eating traditional mukbang foods, like ramen and dumplings, but more often posted video content eating jelly, candy, cake, and marshmallows.
Latte ASMR may come across as a gentle, softly-spoken angel—but there is a definitive business mind hidden away under all that soothing ASMR treatment.
The South Korean millennial has monetized her YouTube channel and also invites fans and subscribers to support her on Patreon so she can make more content.
In her own words, she says: “I have a lot of plans, ideas and things that I really want to make,” but adds that she can’t afford to do it without help from her followers.
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Latte ASMR – Net Worth
She earns most of her wealth from ads that run on her YouTube channel. So far, she has more than 375 million views, meaning about $1 million in revenue before taxes.
Therefore, YouTuber Latte ASMR has an estimated net worth of $0.7 million.
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