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People worldwide can’t stop craving spicy, whether that’s indulging in fiery foods or watching celebrities attempt to conquer the infamous Wings of Death.

“The demand is global. Audiences everywhere are craving stories that grip the human spirit ... and inspire us with real-life heroes.”

It started as a craving—a way to will a new season into existence.

The industry has been unexpectedly hurt by the Ozempic boom, with users reporting that weight-loss drugs have curbed their alcohol cravings.

Interestingly, the trend’s resurgence in 2022 underscored a shift in both our eating and social habits: Following the pandemic’s peak, an increasing number of individuals were craving communal dining experiences and opportunities to reconnect.