If you’re Greek, we bet that if you close your eyes and concentrate, you can call to mind the smell, taste and softness of a freshly baked tsoureki. But – try this right now – can you recall its sound?

If you’re wondering what we’re on about, thinking that tsoureki might be a very special treat indeed, but surely it doesn’t make noise, let us introduce you to a trend you might have missed: ASMR cooking videos.

ASMR (autonomous sensory meridian response) is a pleasant sensation achieved through auditory or visual stimuli, described by people who experience it as a tingling feeling on the scalp, neck and spine. The popularity of ASMR videos, where Youtubers try to induce the sensation by making various stimulating sounds (think whispering, hair brushing and tapping fingers against various surfaces) has led to subtrends such as cooking videos with excellent sound and no talking, zooming in on ingredients.

In this mesmerizing video from our friends at Gastronomos magazine, the recipe for what they call the ultimate tsoureki and babka, created by Spyros Pediaditakis, is prepared slowly and lovingly. The sounds of a metal whisk in a glass bowl, flour being poured into batter, orange peel being chopped (for the confit used as garnish, making this tsoureki extra special), and finally, of the fresh tsoureki being torn apart by hand (as it should be), are almost as satisfying as the actual baked good.

Whether or not you experience ASMR, you won’t be able to press pause, and you will drool.