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.
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