New scientific findings are shedding light on why saying “no” to junk food is so difficult—even when we know better. Recent research highlights how memories of fatty and sugary foods are actively stored in the brain’s hippocampus, creating deeply rooted cravings that are tough to resist, according to a summary by National Geographic and supported by studies from major research institutions (National Geographic; ScienceDaily). By understanding these mental food traps, Thai readers can better grasp the complex forces behind snack-time temptations and make smarter choices in everyday life.
Junk food cravings have long been attributed to their addictive taste or to clever marketing. However, the latest research introduces a new twist—our brains themselves may be quietly working against us, laying down ‘rewarding’ memories of convenient fast foods that linger long after a meal. This is especially significant in Thailand, where urban lifestyles and late-night convenience stores expose people to a smorgasbord of processed snacks like ขนมขบเคี้ยว (kanom kob kiew), instant noodles, and sugary drinks. With rising rates of obesity and diabetes (WHO Thailand), understanding the neurological roots of junk food cravings is more crucial than ever.
Scientists have uncovered a surprising mechanism: when we consume calorie-rich foods, the pleasure we feel isn’t just a fleeting sensation. The brain’s hippocampus—an area responsible for memory—forms strong associations between these foods and the environments or emotions we experience when eating them. According to a study published in January 2025, researchers at Monell Chemical Senses Center identified specific neurons that “light up” in mice when they encounter high-fat or high-sugar treats, encoding a sort of culinary déjà vu that later triggers cravings (ScienceDaily). “Our findings reveal that these memory-encoding neurons directly influence subsequent eating behavior,” said Dr. Paul Breslin, a neuroscientist involved in the study. In other words, eating potato chips while watching TV can forge a powerful mental link—making similar situations in the future especially likely to trigger snacking.
This phenomenon isn’t unique to rodents. Human brain scans confirm that the hippocampus, along with “reward” centers like the striatum, is activated in response to images or smells of beloved snacks—even when users aren’t hungry. A Harvard analysis emphasizes that our brains are evolutionarily hardwired to prioritize energy-dense foods, which were once scarce but are now everywhere, “from BTS stations to family marts” (Harvard Gazette). “The combination of salt, sugar, and fat is particularly potent,” said Dr. Susan Roberts, a nutritionist at Tufts University. “It taps into ancient programming, but is now playing out with dangerous consequences for public health.”
For Thailand in particular, rapid Westernization and the pervasiveness of 24-hour convenience stores have upped the ante. Thai children and teenagers are increasingly exposed to imported snacks, flavored chips, and sweet drinks, leading to a surge in childhood obesity rates (WHO Thailand). Cultural factors—such as communal sharing of street food and the normalization of snacking while socializing or commuting—can reinforce these memory triggers, making healthy eating a real challenge. “You see it with students: after school, groups gather for quick fries or bubble tea, and these routines become deeply ingrained,” explained Dr. Sirikul Kanchanaraksa, a Bangkok-based nutrition educator.
Historically, Thai cuisine—rich in vegetables, rice, and lean proteins—was much less prone to generating unhealthy cravings. But as researchers point out, repeated exposure to junk food rewires the brain. “Just five days of junk food can alter brain activity, mirroring patterns seen in chronic obesity,” says a review in Psychology Today (Psychology Today). Over time, this can dull the brain’s response to natural, home-cooked foods, making street snacks and fast food even more appealing and harder to quit.
Looking ahead, these findings have important implications for Thai schools, families, and public health campaigns. Interventions may need to focus not just on willpower or nutritional labeling, but on helping children and adults break the memory-reward cycle. One practical approach could involve “de-coupling” junk food from pleasurable activities—such as discouraging TV snacking or offering healthy alternatives during key moments of socialization. Digital apps that gamify healthy eating or mindfulness-based interventions could also help retrain the brain’s cravings.
For Thai readers, the message is clear: junk food is playing a psychological long game. If you want to win, start by reimagining daily routines—asking yourself, “What memories am I making, and how will they affect my cravings tomorrow?” Families and schools can work together to create new, healthier food rituals, while policymakers should consider restrictions on junk food advertising targeting kids, and support community education programs. As Dr. Breslin noted, “By understanding how our memories betray us, we can reclaim control over our choices, meal by meal.”
To sum up, next time you feel irresistibly drawn to ขนมขบเคี้ยว or sugary bubble tea, remember: it may not be hunger talking. It could be your own brain, replaying a memory—and waiting for you to take charge of the script.
Sources: National Geographic, ScienceDaily, Monell Chemical Senses Center, Harvard Gazette, Psychology Today, WHO Thailand