Chinese-born crypto founder Justin Sun made headlines on Friday, November 29, 2024, after munching on a banana artwork worth USD6.2 million, or roughly PHP365 million.
Standing before a crowd of journalists and influencers at one of the most expensive hotels in Hong Kong, Justin took a bite out of the banana, casually remarking, "It's much better than other bananas. Really quite good."
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He later likened the public stunt to performance art that "can also become a part of the artwork's history."
Justin, who purchased the bank-breaking item in the conceptual art piece titled "Comedian" by Italian artist Maurizio Cattelan, didn't actually buy the fruit itself.
Instead, he bought the certificate of authenticity and the instructions on how to replace the banana when it decays.
The act of eating the banana was a calculated move for Justin to garner attention for his Tron blockchain platform, tying into the growing conversation surrounding the intersection of cryptocurrency and the power of visibility in the digital era.
JUSTIN FULFILLS HIS PROMISE
As the owner of the piece, Justin had the right to replace the banana at any time, but ultimately decided to consume it during a press conference in Hong Kong, fulfilling the promise he made when he won the rights to the artwork.
After claiming his prize at a Sotheby's auction in New York last week where he outbid six other competitors, the crypto mogul had vowed that once he acquired the piece, he would make a spectacle of eating the banana.
The debut of the edible creation at the 2019 Art Basel show in Miami Beach had already sparked controversy, with critics questioning whether it could truly be considered art — a challenge Maurizio himself intended.
By taking a bite out of the banana, Justin brought the debate back to the forefront, merging the art world's fascination with the concept of "art as idea" with the contemporary discourse surrounding cryptocurrency and digital assets.
During the press conference, he drew parallels between "Comedian" and the world of NFTs, as well as decentralized blockchain technology.
He highlighted that both conceptual art and the digital currency realm thrive on ideas rather than tangible objects.
"Most of its objects and ideas exist as (intellectual property) and on the internet, as opposed to something physical," he said.
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EATING THE PRICEY BANANA ARTWORK
Apart from Justin, a few others have also made the decision to consume the artwork, whether intentionally or in a more unexpected manner.
In a story that went viral in May 2023, the artwork's hefty price tag didn't stop a Seoul National University student from removing the banana from the wall and eating it.
Afterward, he placed the banana peelings back in their original spot with the same duct tape, as if nothing had happened.
When questioned by authorities about his actions, the student simply stated that he was hungry.
The museum spokesperson shared that the events unfolded so quickly that they were unable to stop the student before he ate the artwork.
They immediately informed Maurizio about what had happened, though, according to reports, the artist had no reaction to the situation.
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Another similar incident occurred after the first edition of "Comedian" was sold in 2019. Performance artist David Datuna took the displayed banana from the Perrotin gallery at Art Basel in Miami and ate it.
Witnesses were shocked by the act, but David appeared unfazed, enjoying the stunt and posting a photo on Instagram with the caption: "I really love this installation. It’s very delicious."
He defended his actions, stating that it was part of his art performance and not an act of vandalism.
Before the artwork by Maurizio became viral, Perrotin Gallery explained that the banana symbolizes global trade and is often associated with the male sex organ, making it a classic device for humor.
The gallery also stated that Maurizio, known as a cultural prankster, has the ability to turn ordinary objects into "vehicles of both delight and critique."
He is also famous for his creation of an 18-karat gold toilet bowl, which was stolen in England in 2019.
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