Background and Early Life

Zachary Choi, known professionally as Zach Choi, was born on August 27, 1986, in Seoul, South Korea^[1]^[2]. The Korean-American content creator was later adopted by a family consisting of an American father and a South Korean mother, and was raised in Baltimore, Maryland^[1]. According to available sources, his adoptive father worked as a businessman and had a background as a singer, while his mother was a model^[1]. Seeking independence and new opportunities, Choi eventually moved to Los Angeles, California, where he would later launch his career as a content creator^[1]^[12]. Before finding success on YouTube, he worked as a waiter to support himself and also tried his hand at blogging, creating a fashion commentary website called "NativetoNowhere" that documented the various styles he encountered in LA^[1]^[12]. However, this venture was eventually discontinued as he pursued other creative endeavors.

Rise to YouTube Fame

Choi launched his YouTube channel in July 2014, but it wasn't until August 2018 that he posted his breakthrough video titled "ASMR Eating Duck Fat French Fries (NO TALKING)"^[10]⁵. This debut ASMR mukbang video garnered over 1.4 million views and propelled him into the spotlight within the ASMR and eating show communities^[1]. What sets Choi apart in the crowded YouTube landscape is his unique approach to food content. He has pioneered a distinctive style that fuses two enormously popular YouTube subcultures: ASMR (Autonomous Sensory Meridian Response) and mukbang, which originated in South Korea around 2014^[8]. His videos feature no talking whatsoever, instead focusing entirely on the sounds of food preparation and consumption^[5].

Content Style and Production

Choi's signature approach involves consuming large quantities of food in minimally captioned videos while wearing black plastic safety gloves^[5]. His content exclusively features the sounds of food preparation—such as sizzling, chopping, and mixing—followed by the satisfied eating sounds as he consumes the meals^[5]. This silent format allows viewers to focus entirely on the auditory experience, which is essential for triggering ASMR sensations. The production quality of his videos is notably high, utilizing professional equipment including a Sony A7 III camera paired with specialty lenses like the Sony FE 24mm f/1.4 GM and Laowa 24mm f/14 2X macro lens for detailed food visuals^[19]. Audio is captured through the Audio-Technica AT4053B microphone, which is crucial for isolating the intricate sounds that define his content^[19]. His typical video format involves elaborate food preparation followed by consumption, often featuring deep-fried items, comfort foods, and unique culinary combinations. Popular examples include mozzarella corn dogs dusted in Hot Cheeto crumbs, triple cheeseburgers, and various fast food items^[5]^[8].

Platform Success and Statistics

As of 2025, Choi has achieved remarkable success across multiple platforms. His main YouTube channel, "Zach Choi ASMR," has amassed over 32.8 million subscribers and more than 13 billion total video views^[4]^[7]. The channel has uploaded over 1,730 videos since its inception^[7]¹¹. His success extends beyond YouTube to other social platforms. On TikTok, he operates under the handle @thezachchoi and has accumulated 28.8 million followers with over 535 million likes^[16]^[18]. His Instagram account @zachchoi boasts over 13.2 million followers^[13]. One of his TikTok videos featuring a chicken and pepper dish garnered over 100 million views in May 2023^[10]. According to analytics platforms, his estimated monthly earnings range from $380,500 to $1.1 million from YouTube alone^[4], with some sources estimating his total net worth to be between $23.9 million and $33.5 million^[15].

Business Partnerships and Collaborations

In May 2022, Choi signed a significant partnership with Jellysmack, a platform proliferation company that specializes in distributing YouTube content across Facebook and Snapchat^[5]^[14]. At the time of signing, he was the largest YouTube creator that Jellysmack had partnered with in the food category, bringing 14 million subscribers to the collaboration^[5]^[14]. Food content represents Jellysmack's most popular vertical, with their 100 culinary creators generating 20 billion views in 2021^[5]^[14]. The partnership involves editing his typically 15-minute YouTube videos down to approximately four minutes for Facebook distribution, with music and instructional captions added to certain posts^[5]. His Facebook page has accumulated 625,000 followers^[5]. Choi has also established partnerships with premium food suppliers, including The Wagyu Shop, which provides him with high-quality A5 Wagyu beef for his culinary creations^[17]. The company has praised his "passion for culinary excellence" and his sophisticated approach to preparing and presenting premium ingredients^[17].

Merchandise and Branding

Capitalizing on his "Silence is Golden" tagline, Choi has developed a merchandise line through Silence Studios^[9]^[11]. His product offerings include custom-designed t-shirts featuring his signature "Silence" branding and phone cases²⁰²¹. The merchandise reflects his unique positioning in the content creation space, where the absence of talking is a defining characteristic rather than a limitation.

Recognition and Industry Impact

Choi has been recognized as one of the leading figures in the ASMR and mukbang communities^[20]. He has received YouTube's Gold Creator Award and Diamond Creator Award for reaching significant subscriber milestones⁵^[12]. His channel consistently ranks among the top lifestyle channels, placing 51st in the lifestyle category and 68th among all US YouTube channels^[4]. The content creator has collaborated with notable figures in the entertainment industry, including collaborations with record producer Benny Blanco and electronic music artist Marshmello⁵^[12]. He has also worked with fellow YouTubers such as Stephanie Soo on various collaborative projects^[22]²⁴.

Current Content and Recent Activity

In 2025, Choi continues to maintain an active publishing schedule, typically uploading 2.75 videos per week^[4]. His recent content includes compilation videos titled "Best of Zach Choi Foods | MUKBANG | COOKING | ASMR," which feature extended sessions of food preparation and consumption^[3]^[6]^[21]. These videos typically run between 60 to 90 minutes, significantly longer than his earlier content^[4]. His content strategy has evolved to include both cooking segments and eating portions, maintaining his signature silent approach while showcasing increasingly elaborate food preparations. Each video consistently includes disclaimers advising viewers to wear headphones for the optimal ASMR experience and warning those who might be sensitive to eating sounds^[3]^[6].

Zach Choi

Zach Choi

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