I hate spicy foods. One time when I was in S. Korea my friend dragged me to this famous spicy chicken restaurant. The line was out the door and the entire sidewalk in front of the place, maybe 50 feet or so, was lined with milk crates full of bottle returns 6 feet high. The closer you got to the place, the hotter it got. By the time we were inside it was a complete warzone, people puking, chugging milk, running to the bathroom. Yet there was always a few stone faced customers, tearing through the fire chicken. Those brave souls are the hop heads of South Korea, doing their thing with fire chicken because they have no hoppy beer to wreck their tastebuds.