Watch: Takeru Kobayashi Eats 13 Grilled Cheeses in One Minute

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Austin’s South By Southwest Interactive festival doesn’t just showcase business savvy and technological innovation. Now, it also showcases the art of eating.

Legendary Japanese competitive eater Takeru Kobayashi set a new record at the festival’s technology conferences, downing 13 grilled cheese sandwiches in one minute. Yes, 13 sandwiches. In 60 seconds.

(MORE: TIME’s complete SXSW coverage)

In an event sponsored by GroupMe, Kobayashi swiftly knocked back the sandwiches after dunking each in a bucket of water. RecordSetter, a website that tracks bizarre world records, presided over the event. The site’s founder, Dan Rollman, told Buzzfeed, “Certainly in the culinary realm, [Kobayashi’s] my number one record-setter of all time.” And Rollman’s no neophyte when it comes to records — he currently holds the title for most bananas fit in a pair of pants while still wearing said pants. (If you were wondering, which you probably were at least a little, he fit 60 bananas in there.)

As for grilled cheeses, “most consumed in one minute” is a new category established yesterday. Kobayashi faced four amateur eaters, who could only make it through three of four. Still, the 33-year-old champion seemed disappointed in his performance. “I thought I could eat more,” he told BuzzFeed.

For the past three days, GroupMe has been serving festival-goers free grilled-cheese sandwiches, with the company’s logo burnt into the bread, to promote its group text messaging service.

MORE: Takeru Kobayashi Downs Record 337 Chicken Wings in 30 Minutes

Austin’s South By Southwest Interactive festival doesn’t just showcase business savvy and technological innovation. Now, it also showcases the art of eating.

Legendary Japanese competitive eater Takeru Kobayashi set a new record at the festival’s technology conferences, downing 13 grilled cheese sandwiches in one minute. Yes, 13 sandwiches. In 60 seconds.

(MORE: TIME’s complete SXSW coverage)

In an event sponsored by GroupMe, Kobayashi swiftly knocked back the sandwiches after dunking each in a bucket of water. RecordSetter, a website that tracks bizarre world records, presided over the event. The site’s founder, Dan Rollman, told Buzzfeed, “Certainly in the culinary realm, [Kobayashi’s] my number one record-setter of all time.” And Rollman’s no neophyte when it comes to records — he currently holds the title for most bananas fit in a pair of pants while still wearing said pants. (If you were wondering, which you probably were at least a little, he fit 60 bananas in there.)

As for grilled cheeses, “most consumed in one minute” is a new category established yesterday. Kobayashi faced four amateur eaters, who could only make it through three of four. Still, the 33-year-old champion seemed disappointed in his performance. “I thought I could eat more,” he told BuzzFeed.

For the past three days, GroupMe has been serving festival-goers free grilled-cheese sandwiches, with the company’s logo burnt into the bread, to promote its group text messaging service.

MORE: Takeru Kobayashi Downs Record 337 Chicken Wings in 30 Minutes