Keep in mind, chilies are native only to Mexico/Central America. Yet almost every culture on earth has adopted them into its cuisine (India, China, Thailand, basically every Asian cuisine except maybe Japan, African cuisines, a bunch of European cuisines, etc...).
Like I said I like spicy food but not to extreme that my stomach is upset for hours after eating it and finding myself suffering on the back end for 3 days after eating it.
At some point it is just self abuse and should not be seen as a sign of strength or masculinity but rather stupidity along the lines of eating Tide pods or doing the cinnamon challenge solely for the entertainment of others watching you suffer.
Another example might be what seems to be occurring with the opioid endemic.
They're so popular in so many countries that people forget they originated only in the new world...