But there is also a third group of people looking for the hottest peppers around and eating them in the competition.
"It's really almost addictive," said Chili Dave of Clifton Chili Club. .
But it can go wrong-as a person found after eating the world's hottest pepper, the Death Pepper of Carolina, and suffer from a "lightning" headache.
This is the first kind of headache, which is caused by the sudden tightening of blood vessels supplying the brain, and is related to pepper.
Why do people take part in the Chili food contest?
Dave Pepper said, "When you meet a really cheeky person, your endorphins start to appear, and you get a little adrenaline rush."
He started to take part in the Chili food competition, but after winning some competitions with his friends, they were asked to hold a competition.
"It's really spicy, and you will have this lovely and stinging burning sensation, but it won't actually do you any harm. It's just a trick in your head, "he said.
What effect does pepper actually have on your body?
Unlike mammals, birds can't taste the chemicals in capsaicin-pepper, which will make them very spicy for humans.
It helps to ensure the effective spread of pepper seeds-because birds are not afraid to eat this plant.
Although humans can feel the burning sensation of capsaicin, Will Hawkins, a nutritionist at Push Doctor, agrees with Dave that all this is an illusion.
"Capsaicin is the main bioactive plant compound in pepper, which can help the human body to relieve pain.
"It combines with nociceptors-nerve endings that feel pain in our bodies. Although it will produce a burning sensation, it will not cause any burns."
Why are peppers good for us? Is Chili a friend or an enemy?
Will said that peppers can actually help the body in many ways.
It can promote weight loss, accelerate human metabolism and reduce high blood pressure.
So why do people turn red, start sweating and even vomit because of eating Chili?
Bruce Bryant, a biologist at the Chemical Sensory Center in monell, Philadelphia, told BBC Futures that the physical effects of eating Chili peppers can be seen as a reaction of the body-a real burn.
Dave Pepper has an unknown gastric ulcer. He says his love for spicy food makes the situation worse.
"I was unfortunately hospitalized for seven days," he said.
Will the Chili Food Competition become more and more popular?
Karl Muzio from Fiery Foods Festival in Britain said that their company's Brighton competition is very popular this year, and they will hold three competitions in three days.
"In the chili eating contest, there will always be more competitors than seats-victims you may prefer," he said.
"Participants are traditionally men, but recently we have seen more women participating."
Clifton Chilli Club, which has nearly 654.38+05 million users on its YouTube channel, said that its biggest competition had 20,000 participants.
"This industry in Britain is catching up. There are many Chili farms and Chili sauce producers in Britain now, "Dave said.
They may show in online and online videos that people's reaction to eating super spicy peppers is welcome, but there are still risks, which is why festivals take preventive measures.
"If we have a negative reaction, we always have medical staff," Karl said.
"So far, the worst things we have encountered are vomiting, increased heart rate and limb spasms.
"Backstage, we provide full cream, yogurt and sugar for the contestants, which all help to fight the thermal effect of peppers."