Mexico’s National Institute of Anthropology and History (INAH) has filed an administrative lawsuit against the production company of YouTuber MrBeast (James Donaldson) over a video titled “I Explored 2000 Year Old Ancient Temples,” uploaded on May 10, 2025. The video shows MrBeast and his companions exploring Mayan sites in Yucatán, including Chichén Itzá, Calakmul, and Balamcanché, and features a scene where he promotes his snack brand Feastables as “the only Mayan-approved snack on the planet.” INAH alleges that the permit granted to Full Circle Media did not authorize commercial advertising or false information, and it demands compensation and a public retraction. The controversy escalated after Mexico’s President Claudia Sheinbaum called for further investigation into whether the permit was violated.
This case matters because it highlights the tension between digital content creators and cultural heritage protection laws. MrBeast’s massive platform—395 million subscribers—amplifies the risk of trivializing or commercializing sacred archaeological sites, setting a precedent for how governments regulate influencer access to sensitive cultural landmarks. The incident also underscores the growing scrutiny of influencer tourism, where access to restricted sites is perceived as a privilege granted for commercial gain, potentially undermining preservation efforts and indigenous cultural respect.