Mexico Demands Accountability from MrBeast for Unauthorized Use of Maya Sites in Chocolate Promotion
Mexico’s cultural authorities are demanding reparations from YouTube sensation MrBeast following the release of a viral video that featured him touring ancient Maya sites—while promoting his personal chocolate brand.
The video, titled “I Explored 2,000-Year-Old Ancient Temples,” quickly racked up nearly 60 million views within a week of its May 10 upload. In it, MrBeast, one of the internet’s most-followed creators with a reported 395 million subscribers, is seen exploring renowned Maya archaeological sites, including Calakmul and Chichén Itzá, located in southeastern Mexico.
Unauthorized Commercialization of Cultural Heritage
Mexico’s National Institute of Anthropology and History (INAH) issued a formal complaint, stating that the video violated the terms of the filming permit granted to Full Circle Media, MrBeast’s production company. According to the INAH, the permit explicitly prohibited any commercial branding or promotional use of the archaeological sites.
While Mexico has welcomed international appreciation of its indigenous civilizations, it has condemned any commercial exploitation of its heritage. The National Institute of Archaeology and History (INAH) expressed disapproval...
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While the institute welcomed global interest in Mexico’s indigenous civilizations, it condemned “those who exploit our cultural heritage for personal gain.” The video’s casual reference to the chocolate snacks being “Mayan-approved” especially drew criticism, as it suggested an inappropriate and unauthorized association between sacred heritage and product marketing.
Mexico is now officially demanding financial compensation for the damages incurred and a public retraction from MrBeast and his team, citing a breach of national preservation policies.
Controversial Access to Restricted Areas
Beyond the promotional controversy, many viewers and Mexican citizens questioned the level of access MrBeast appeared to have at the ancient sites. At one point in the video, he exclaims, “I can’t believe the government’s letting us do this,” just before entering a sacred pyramid.
That remark triggered a wave of backlash online and among heritage professionals who noted that restricted areas—typically closed off to locals and tourists alike—were made accessible to the influencer’s crew. This raised concerns about double standards and the misuse of national treasures for digital content.
On Wednesday, Mexican President Claudia Sheinbaum requested a detailed explanation regarding the conditions and permissions granted for the filming.
Local Reactions from Yucatán
In Mérida, the capital of Yucatán state where Chichén Itzá is located, local residents and tourism workers voiced strong disapproval.
Jose Elias Aguayo, a 53-year-old tour guide, expressed frustration: “Regulations should be enforced uniformly. Whether you’re a local, a tourist, or a celebrity, our heritage must be respected equally.”
The sentiment reflects broader concerns about how digital fame and commercial interests are beginning to influence access to culturally sensitive sites, often at the expense of community equity and preservation ethics.
A Larger Conversation About Ethical Content Creation
This episode highlights a growing global debate around ethical content creation, especially when it involves sacred or historical locations. While influencers have the power to spotlight cultural wonders, they also bear the responsibility of honoring the heritage and legal frameworks of the countries they feature.
As Mexico calls for redress and clarity, the incident could set a precedent for how nations deal with the unauthorized commercialization of their cultural landmarks in the age of viral media.
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