Preface

Every civilization has its fire.

Some burn through belief, some through ambition —

and some, through taste.

This book began not with research, but with a

question whispered during a meal.

Why do people chase something that hurts? Why

does a tiny red pepper make even the calmest

person sweat, gasp, and smile?

From that simple curiosity came years of reading,

traveling, and tasting — from the street stalls of

Bangkok to the family kitchens of Mexico, from

medieval spice markets to modern YouTube

challenges. Each encounter revealed a single truth:

spice is not just flavor — it's identity, ritual, and

rebellion.

"Burned" is a story about our shared hunger for

intensity — the heat that makes us feel alive, and

the pleasure that follows pain. It's a cultural

journey through the psychology of sensation, the

economics of desire, and the memories we build

around fire.