The annual South by Southwest (SXSW) festival is often a forum for individuals, companies, and artists to launch their latest projects and ideas. It's a place to see and be seen, and it's an especially great place to host a record-breaking event, like famed competitive eater Takeru Kobayashi did this past Sunday.
For the second year running, group messaging service GroupMe treated festival-goers to free grilled cheese sandwiches and beer, but this time the company teamed up with RecordSetter and Kobayashi to set the record for the number of grilled cheese sandwiches eaten in one minute. The winning number was 13. Check out the video below to watch the events unfold.
Of course, this wasn't Kobayashi's first record-breaking minute challenge —in January he put away 14 Twinkies in 60 seconds while he was a guest on The Wendy Williams Show, and in October he devoured a whopping 32 eggs in a minute. This past February, in a slightly longer but equally impressive feat, Kobayashi also broke the standing 255-wing record at Wing Bowl, eating 337 chicken wings in 30 minutes.