Kobayshi completed his latest vaguely nauseating world first at this year’s South by South West festival in Austin, Texas.

The festival is known for its marketing stunts, and while other adveritsing agencies were turning homeless people into mobile WiFi hotspots, GroupMe, a mobile messaging service enlisted the help of the six-time world hot dog eating champion to draw in the crowds.

The video of the event is equal parts bizarre, astonishing and unnerving, and we bet you can’t wait to watch it.

Image via Getty