A viral YouTube video by American internet celebrity MrBeast has drawn fierce criticism from Mexican officials, archaeologists, and local residents after the star filmed inside restricted Maya archaeological sites to promote his chocolate brand.
The video, titled “I Explored 2,000 Year Old Ancient Temples,” has amassed over 60 million views since its release on 10 May. In it, Jimmy Donaldson — better known as MrBeast — appears at iconic pre-Hispanic sites such as Chichén Itzá, Calakmul, and Balamcanché, roaming through temples, cenotes and ceremonial spaces not typically open to the public.
At one point, Donaldson exclaims on camera: “I can’t believe the government is letting us do this. It’s truly crazy. Not even archaeologists are allowed in here.”
That single line has since become a flashpoint.
Government Scrutiny
Mexico’s National Institute of Anthropology and History (INAH), which oversees heritage sites, responded with sharp words. It confirmed that access had been granted — but not to MrBeast himself. The permits were requested by Mexico’s federal tourism ministry and state governments in Yucatán and Campeche, reportedly as part of a promotional campaign.
INAH has since clarified that Donaldson’s production team was supervised and limited to areas generally open to the public — though exceptions were made for specific areas, such as a lesser-known structure in Calakmul. However, the agency took issue with the video’s presentation.
“The footage includes digitally altered scenes and misleading edits,” INAH stated in a public release, denying claims that the team descended by helicopter, slept overnight at the sites, or handled authentic Maya relics. “The mask seen in the video is a modern reproduction,” the institute added.
The backlash intensified when viewers noticed MrBeast’s snack products prominently featured in the video, some branded as “Mayan-approved.” INAH now accuses his team of commercialising protected cultural sites without proper authorisation and is demanding both compensation and a public retraction.
“The permit granted did not include the use of these images for advertising private products,” INAH said.
President Demands Clarity
President Claudia Sheinbaum weighed in this week, calling on INAH to review the situation and determine whether permit terms were breached.
“If the permit was violated, there must be consequences,” she said during a press briefing on Wednesday. She has asked INAH to report publicly on the conditions under which the video was filmed.
Meanwhile, Federal Culture Secretary Claudia Curiel de Icaza condemned the video’s premise, calling it inappropriate and harmful. “These sites are not film sets for product placement,” she said. “Of course there will be sanctions.”
Local Voices Push Back
In Mérida, the capital of Yucatán state, reactions have ranged from frustration to anger. For many locals, access to the ruins is tightly controlled — even for research and ceremonial use.
“Restrictions and regulations should apply to everyone: domestic tourists, foreign visitors, as well as us locals,” said José Elias Aguayo, a 53-year-old tour guide who has worked around Chichén Itzá for two decades. “It’s a sacred site, not a billboard.”
Others echoed that sentiment, arguing that allowing influencers to bend the rules risks undermining the meaning and protection of ancient heritage.
Not the First Time
This isn’t the first time MrBeast has been accused of bending ethical lines for content. Known for elaborate stunts and philanthropy, Donaldson often walks a fine line between spectacle and sensitivity.
Still, the Mexican government has acknowledged the potential upside. INAH admitted that, despite its objections, the video could boost interest among younger audiences in visiting and learning about Mexico’s pre-Hispanic cultures — so long as that curiosity is handled with respect.
But that’s a fine line to tread.
“There’s a difference between sharing history and selling candy in a sacred space,” said one senior official from the Culture Ministry, speaking on condition of anonymity. “We need to draw that line more clearly.”
As of Friday, no official sanction has been issued, but INAH says legal action remains on the table if an agreement is not reached with MrBeast’s production company, Full Circle Media.
