Familiar scenes in the auction industry—such as the buying and selling of artwork, jewelry, or even high-value luxury goods—are changing, as auctions now feature "personal belongings" and "memorabilia" from famous social media influencers, which collectors are willing to bid on as eagerly as they do for high-end items.
In June, Goldin made new history in the auction world by holding an auction of personal items from famous YouTubers including MrBeast, Jake Paul, 14-year-old skincare brand founder Salish Matter, and well-known creator FaZe Rug, in collaboration with another popular YouTuber, Airrack (Eric Decker).
The highlight was gathering used items from these world-famous influencers in one place. Examples include heavily worn Nike sneakers and several T-shirts from MrBeast, which sold for a combined $8,000 (about 265,600 baht).
A hoodie signed by Salish Matter closed at over $1,500 (nearly 50,000 baht).
The most eye-catching item came from FaZe Rug, whose real name is Brian Awadis and who has nearly 30 million YouTube subscribers. He auctioned off a burger he had eaten half of, which fetched a high bid of $7,000 (over 230,000 baht).
This item, called the “Half Eaten In-n-Out Burger,” is a real burger half-eaten by the YouTuber, with the remaining half sealed in resin to prevent mold and deterioration, then mounted on a wooden board and enclosed in an acrylic box for display.
“People don’t buy these items just for the product itself, but because they serve as conversation starters, social media content, and symbols of pride or coolness among friends.” said Ken Goldin, the founder of Goldin.
Additionally, Airrack auctioned a lifetime free Pizza Hut pizza voucher, which he earned after setting a world record in 2023 for making the largest pizza in the world. This voucher sold for $4,500 (nearly 150,000 baht). However, the lifetime pizza redemption is valid only for the original voucher holder’s name, meaning the auction winner cannot actually redeem the pizzas.
The auction lasted two weeks in June and raised about $25,000 (nearly 830,000 baht) from just a few items. All proceeds were donated to the Make-A-Wish Foundation to help children with serious illnesses.
Goldin is a leading auction company with its own platform, founded by Ken Goldin to serve as a hub for high-end collectible auctions. The company was acquired by eBay in 2024 and has become a globally recognized platform.
One of Goldin’s notable achievements was hosting the auction of Logan Paul’s Pokémon card, which set a world record as the most valuable card ever sold, fetching $16.49 million earlier in 2026.
Currently, the platform mostly trades rare cards priced from $10 up to extremely rare items such as an original U.S. Declaration of Independence document valued at $1.2 million.
Ken Goldin said, “I truly believe these items will be viewed much like someone attending an NBA game and acquiring a hat signed by Jalen Brunson or a basketball autographed by a player.”
He noted that in the future, collectors who acquire items like MrBeast’s Yankees hat or FaZe Rug’s half-eaten burger and display them in cases will spark great interest. He calls these “The Ultimate Conversation Pieces,” objects that will be endlessly talked about.
Although the auction values are still modest compared to other collectibles that have set records over recent years—such as rare Super Mario Bros. games or Jack Dorsey’s first tweet NFT worth millions—the market for items like half-eaten burgers or secondhand clothing clearly reflects how platforms like YouTube have created new celebrities with cultural influence comparable to past movie stars.
Source:Bloomberg
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