The DVFA cited the rise of social media challenges in the country as one of the reasons for its own decision to ban Buldak's spiciest products. This isn't the first time this year a spicy food was subject to a recall because of a social media challenge. In the U.S. a teen died from participation in a challenge encouraging people to eat a single, extra spicy tortilla chip. The manufacturer Paqui, then asked retailers to stop selling the product.