This challenge encourages people to eat a spoonful of ground cinnamon without drinking any water. This results in coughing, choking, and irritation of the mouth, nose, and throat. Some people find it entertaining to watch. However, serious effects can happen when a person coughs and chokes on the powdered cinnamon and then accidentally inhales it into their lungs.12 Cinnamon can irritate the lungs and even cause pneumonia. Some people engaging in this challenge have required hospitalization to help them breathe.