Abstract
This study focuses on the popular video content of fireplace videos that have gained popularity on platforms such as YouTube over the past few years. As most popular videos on video platforms have a plot and even very short videos contain narrative elements such as events or twists, it is noteworthy that monotonous fireplace videos without a story have gained such widespread popularity. This study attempts a critical analysis of the phenomenon by linking the online reproduction of fireplace videos with the trendy term “hitting mung” which has received significant attention from the public.
 Starting from the discourse on “daydreaming” being linked to psychological effects and being presented as the purpose of the production and distribution of videos, previous research on the psychological effects of campfire videos was explored. Then, to specialize in “hitting mung” among various “daydreaming” contents, the unique media history of “hitting mung” videos and the cultural context of Western households were examined. In addition, by examining Gaston Bachelard's discussion of the imagery of fire in relation to daydreaming, material imagination, relaxation, and healing, the study interpreted the psychology of modern people who prefer “hitting mung” videos. The study presents a content critique that gives meaning to the imagery of fire as a cultural archetype through an interpretive analysis of the epistemo- logical relationship between “fire” and “hitting mung”.
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