Mexico accuses MrBeast of exploiting Mayan ruins for profit

The Mexican government accused popular YouTuber MrBeast of misusing the country’s cultural heritage in a viral video that features ancient Mayan ruins — and is now seeking compensation from the creators behind the production.

The video, titled “I Explored 2000 Year Old Ancient Temples”, shows 27-year-old Jimmy Donaldson — better known as MrBeast — and his team visiting archaeological sites in Calakmul and Chichén Itzá. While Mexican authorities confirm that Full Circle Media, the company behind the shoot, obtained official permits, they insist the permission did not extend to using the footage for commercial gain.

In one segment of the video, MrBeast promotes a chocolate snack branded as a “Mayan dessert” and encourages viewers to purchase it. The product placement has triggered backlash from Mexico’s cultural authorities, who argue that the nation’s archaeological treasures are being commodified.

“No advertisement material was shot on any archaeological sites overseen by INAH,” a spokesperson for MrBeast told the BBC, referring to Mexico’s National Institute of Anthropology and History. The ad, they added, was filmed at a campsite and not within the protected ruins.

The spokesperson also defended the video’s purpose, saying it was “meant to highlight these treasured Mayan sites in Mexico” and expressing disappointment that the matter had become politicized. “Hopefully, it can lead to a productive dialogue and encourage people to visit these unique historical treasures,” they said.

But Mexican officials are not convinced. President Claudia Sheinbaum has called for a review of the permit process, while Secretary of Culture Claudia Curiel de Icaza criticized the video's use of “false information” and advertising that distorts the cultural value of the sites.

“We disapprove of any commercial pursuit that distorts the value of archaeological sites, which are a legacy of our indigenous cultures and the pride of our nation,” she said.

Among the disputed scenes are moments where MrBeast and his crew appear to descend into a pyramid via helicopter and handle what is claimed to be a pre-Hispanic mask. INAH has dismissed these moments as dramatizations, asserting that no real artifacts were touched and accusing the video of misleading viewers through post-production effects.

MrBeast, who boasts nearly 400 million YouTube subscribers, published the video on May 10. Despite the controversy, it has already racked up over 67 million views in just one week.