THEY both have raised thousands for charities and involve posting sometimes humiliating videos online.
But that's where the similarities between last year's ice bucket challenge and the latest fundraising craze end.
The "Pupi Challenge" involves eating one eye-watering red hot pepper in in return for a £1.50 donation to support the fight against hunger
It's already hugely popular in Italy after being started by Argentinian football legend Javier Zanetti, 41, who played more than 600 games for European giants Inter Milan.
Former captain Zanetti was filmed in the video above eating a pepper - only to start screaming as he burnt his mouth.
He then passed the challenge to Juventus keeper Gianluigi Buffon and Barcelona ace Carles Puyol.
Buffon then challenged his teammate at Juventus Andrea Pirlo, 35, and several Italian TV stars.
The challenge takes its name, Pupi, from Zanetti's nickname.
The rules are simple.
You have to donate the cash to Zanetti's PUPI Foundation, then film yourself eating one of the super hot chilli peppers, and send the challenge to four of your friends.
