New research helps explain why saying no to junk food is so hard, even when we know better. Scientists are finding that memories of fatty and sugary foods are stored in the brain’s hippocampus, strengthening cravings that are tough to ignore. This insight, summarized by National Geographic and supported by major research institutions, offers a clearer view of snack-time temptations for Thai readers and practical steps for healthier choices.
Cravings for junk food come from more than taste or clever marketing. The latest findings reveal that the brain creates rewarding memories of convenient fast foods, linking them to places, people, and moments. In Thailand, urban life and late-night convenience stores expose people to a wide range of processed snacks such as spicy crackers, instant noodles, and sugary drinks. With rising obesity and diabetes, understanding these brain-based triggers is essential for public health.
Researchers have identified a mechanism: when we eat calorie-dense foods, the pleasure isn’t just a momentary feeling. The hippocampus forms strong associations between the food, the environment, and our emotions at the moment of consumption. In a January 2025 study, scientists at the Monell Chemical Senses Center found neurons that light up in animals when encountering high-fat or high-sugar foods, encoding a form of culinary déjà vu that later fuels cravings. In practical terms, eating chips while watching TV can create a mental link that makes similar situations more likely to trigger snacking in the future.
Human brain imaging confirms this pattern. The hippocampus and reward centers like the striatum activate in response to images or smells of beloved snacks, even when hunger is not present. Research from a leading university notes that our brains evolved to seek high-energy foods because such foods were scarce in the past, but today are ubiquitous—from transit stations to local convenience stores. The experts caution that the combination of salt, sugar, and fat strongly reinforces these memories and can contribute to unhealthy eating patterns.
Thailand’s rapid Westernization and around-the-clock stores intensify exposure to imported snacks, flavored chips, and sweet drinks. This shift is linked with rising childhood obesity rates, according to global health data. Cultural habits—sharing street foods and snacking during commutes—can reinforce these memory-driven urges, making healthy eating more challenging. A Bangkok-based nutrition educator notes how after-school socializing often centers on fries or bubble tea, embedding snacking rituals more deeply in daily life.
Historically, Thai cuisine emphasized vegetables, rice, and lean proteins, making unhealthy cravings less common. Yet repeated exposure to junk foods can rewire the brain. A recent review highlights that even short-term junk-food exposure can alter brain activity in ways that resemble long-term obesity, potentially dulling responses to natural, home-cooked meals.
Looking ahead, these findings carry implications for schools, families, and public health campaigns in Thailand. Interventions may need to address memory-reward loops, not just labeling or willpower. Practical strategies include decoupling junk food from enjoyable activities—discouraging snack-time during TV watching or social events and promoting healthy alternatives at key moments. Digital tools that gamify healthy eating or mindfulness-based approaches could help retrain cravings over time.
For Thai audiences, the takeaway is clear: junk food taps into psychological long-term processes. Consider daily routines and the memories you are forming. Families and schools can build new, healthier food rituals, while policymakers might explore limits on junk food advertising aimed at youngsters and support community education programs. As researchers emphasize, understanding how memories influence choices is the first step toward regaining control—one meal at a time.
Next time you reach for ขนมขบเคี้ยว or a sweet bubble tea, remember that it may be memory-driven rather than true hunger. Your brain might be replaying a memory—and you can rewrite the script.
In-line attributions (no URLs):
- Research insights summarized by National Geographic and supported by studies from leading institutions
- Monell Chemical Senses Center researchers
- Harvard-level behavioral psychology perspectives on junk-food craving
- WHO Thailand data on obesity trends