ASMR (“Autonomous Sensory Meridian Response”) is commonly defined as an emotional experience of a tingling sensation in the head and neck. It is said to be triggered by certain auditory, visual, interpersonal, tactile, and often socially intimate stimuli. A great many people around the world reportedly experience ASMR regularly. However, it was not before the year 2007 that the phenomenon has been publicly noticed. Since then, ASMR has become a persistent globalized phenomenon receiving enormous attention. But sociology has remained silent about the phenomenon. Therefore, this paper aims at bringing ASMR to the attention of sociology. ASMR constitutes a unique case of the social construction of a new emotion within the past 15 years or so. The paper offers a first attempt to grasp ASMR sociologically by looking at situational triggers, physiological sensations, the cultural labelling, and the problem of expressive gestures. The paper also identifies several areas of sociology for which ASMR has relevance and outlines potential research avenues.