A video featuring YouTuber MrBeast exploring ancient Mayan ruins has sparked a controversy in Mexico, with government officials accusing the content creator and his production team of misusing the country’s cultural heritage for profit.
The video, titled I Explored 2000 Year Old Ancient Temples, has gained over 60 million views since it was posted on May 10. In it, MrBeast — real name Jimmy Donaldson — and his team are shown navigating the historic sites of Calakmul and Chichén Itzá. The group received official permission to film at the archaeological zones, but according to Mexican authorities, the video crossed a line.
While permission was granted to showcase the ancient ruins, Mexican officials argue that the inclusion of a product promotion violates the terms of that permit. In one scene, MrBeast refers to his chocolate bar as a “Mayan dessert” and encourages viewers to purchase it — a move that has drawn criticism from the National Institute of Anthropology and History (INAH) and the Secretary of Culture.
The government claims that while filming was allowed, commercial advertising — especially using the image of protected heritage sites — was not. Authorities also criticized what they say were misleading visuals, including a helicopter descent into a pyramid and the handling of an ancient mask. According to INAH, these elements were either staged or altered in post-production. The institute emphasized that MrBeast never had access to authentic pre-Hispanic artifacts.
A representative for MrBeast responded by saying that no commercial material was filmed within restricted archaeological zones. They added that the promotional scenes, including the one featuring the chocolate product, were recorded away from the ancient sites, possibly at a nearby campsite. The spokesperson also said the goal was to celebrate Mexico’s historical landmarks, not exploit them.
However, the controversy has escalated politically. President Claudia Sheinbaum has ordered an investigation into how the filming permits were issued. Meanwhile, Secretary of Culture Claudia Curiel de Icaza criticized the use of cultural heritage in brand promotions, saying such actions risk distorting the historical value of these sites.
Authorities say they are open to collaborations that promote cultural awareness, but object to what they view as misrepresentation and commercialization. The production company that arranged the shoot, Full Circle Media, could face administrative sanctions.
MrBeast, who holds the title of the most-subscribed individual on YouTube with nearly 400 million followers, is no stranger to large-scale videos with elaborate stunts. But in this case, Mexican officials believe his approach went too far, blending entertainment with branding in a way they say disrespects the country’s archaeological legacy.
As the debate continues, the video remains online and continues to draw millions of views — keeping the spotlight firmly fixed on how global creators interact with cultural heritage.