Jimmy Han, 41, a bar owner in Los Angeles, was at Coachella in April when he and four friends decided to do a "bump” in a pop-up seafood restaurant — although not the kind you may be picturing.

After ordering a seafood platter, he opened a gold tin of Regiis Ova caviar, poured a spoonful on his fist between his thumb and index finger and then proceeded to lick it off with his tongue, like salt after a tequila shot.

"People used to get high off of drugs,” Han says, laughing, as he crushes the fish eggs against the top of his mouth. "Now, we’re getting high off the food.”