While reviewing documents with her right hand, 26-year-old Zhouzhou (pseudonym) from Hangzhou, Zhejiang province, absently twists a small, colorful toy in her left hand.

"It's like spinning a pen in class when we were kids," she said. "The movement doesn't require much attention, but it helps you relax."

The object is a Tangle fidget toy, made of connected curved pieces that can be twisted into different shapes.

Zhouzhou discovered the toy in late summer 2025, before it became popular online. She bought several items to film an ASMR video and posted it on her social media account, Meishi Zhouzhou. The video quickly gained traction, with more than half of the viewers asking what the toy was.

As Zhouzhou observed, the Tangle appeals to people visually and through its sound. "Most versions make a crisp sound, like ice cubes dropping into an Americano," she said.

Touch adds another layer to the experience, with materials ranging from firm to soft. Some users rely on the toy to replace habits such as picking at their skin or nails. Others simply enjoy the ritual of it.

Zhouzhou enjoys collecting and neatly arranging the colorful pieces. "I find that neatness really satisfying," she said.