Dubbed Cheetozard, the three-inch-long spicy snack, sold for US$72,000, with a buyer’s premium pushing the final price to a jaw-dropping US$87,840. The quirky item attracted 60 bids through Goldin auction house.

Originally found on eBay in 2019, the dragon-shaped snack had a modest US$500 asking price. Collector Paul Bartlett snagged it for US$350, stashed it in a safe and forgot about it. Years later, after posting it on Instagram, the Cheeto gained massive attention.

Barlett later sold the Cheeto for US$10,000 to the Arena Club – an online marketplace for trading cards. The snack changed hands again as a mystery prize before landing at Goldin, where bidding started at just US$250.

“Part of what makes this item so fun and unique is that it bridges two fandoms – Pokémon and Cheetos,” said Dave Amerman, Head of Consignment at Goldin.