WATCH The Senior Staff of Prestigious Lucky Peach Try to Eat Spoonfuls of Cinnamon

Lucky Peach is a very prestigious and terribly hip quarterly food journal co-created by David Chang. It was nominated for seven James Beard Book, Broadcast, and Journalism Awards this year. It is a big fucking deal.

Here are three of its most senior staff members trying to eat spoonfuls of cinnamon, apparently known as “The Cinnamon Challenge.” If anyone needs us, we’ll be huffing nutmeg and hoping for greatness.

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