In a controversial social experiment, a young Russian woman signed away her soul for 100,000 rubles ($1,180), which she used to buy a Labubu doll collection and a concert ticket.

It all started as a joke from a marketing expert who identified himself as Dmitri on the Russian social network Telegram. He posted an ad offering to pay 100,000 rubles to whoever agreed to sell their soul and make it official by signing a contract with their own blood. He didn’t expect anyone to accept the bizarre offer, but to his surprise, a 26-year-old woman replied to his ad, declaring her interest in selling her soul. Dmitri kept up his part of the bargain, posting the receipt for the soul sale and a photo of the young woman holding the blood-signed contract, with her personal information blacked out.