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A Holiday Tradition Born in Brooklyn

Every Fourth of July, thousands of spectators pack the Coney Island boardwalk, while nearly 2 million viewers tune in to ESPN for an event that’s as American as it is outrageous: the Nathan’s Famous Hot Dog Eating Contest.

What started as a quirky local stunt in the 1970s has become one of the most iconic food competitions in the world. For 26-year-old Jacqueline Lewis and her family, it's a tradition that began when she was just 15. “I think people just want to know how many hot dogs a human can eat in that amount of time,” she told CNN while enjoying mini corn dogs outside the original Nathan’s stand.

Competitors, many of whom train for months, push their bodies to the limit — consuming thousands of calories in under 10 minutes — in pursuit of the coveted Mustard Yellow Belt.

Joey Chestnut and the Return of a Champion

This year’s contest marks the triumphant return of Joey Chestnut, the 16-time champion who was banned last year over a sponsorship deal with plant-based company Impossible Foods. Chestnut holds the world record after devouring 76 hot dogs and buns in 10 minutes in 2021, a feat that has helped elevate the contest into the national spotlight.

A Brief History of Competitive Eating

While Nathan’s popularized the modern eating contest, the concept has deep historical roots. As journalist Jason Fagone wrote in his book Horsemen of the Esophagus, food competitions appear in Greek mythology, Norse sagas, and even Apuleius’ second-century novel “The Golden Ass.”

In the U.S., records of eating contests date back to 1793, when two men attempted to eat 24 ginger cakes each. By the 19th century, pie-eating contests were common at picnics, fairs, and summer camps. According to Cornell lecturer Adrienne Bitar, early competitions were more casual, involving foods like onions, eggs, watermelon, and pie—not hot dogs, and certainly not mass media.

From Local Gimmick to National Show

Nathan’s first official competition took place in 1972, won by Melody Andorfer, who ate 12 hot dogs in five minutes, beating all male competitors. The setup was humble: barrels and planks for a table, no condiments, and no drinks.

It wasn’t until the 1990s that the event began evolving into the high-energy spectacle we know today. Brothers George and Richard Shea transformed the contest’s image. George, now the face of the event, helped establish Major League Eating (MLE) and embraced the role of hype-man, donning a straw hat and suit to introduce eaters with the theatrics of a boxing promoter.

“It is a sport that did not start as a sport,” Shea said. “It was a platform for exposure—for Nathan’s and many other brands that followed.”

The Kobayashi Effect and ESPN Era

The competition gained national credibility in 2001, when Japanese eater Takeru Kobayashi debuted with a staggering 50 hot dogs consumed, nearly doubling the previous record. Kobayashi trained rigorously and introduced innovative techniques, including splitting the bun and dog.

His performance shifted perceptions: competitive eating became seen as a legitimate athletic pursuit, paving the way for ESPN’s national broadcast and major brand partnerships.

A Symbol of American Culture—Good and Bad

To many, Nathan’s contest represents patriotism, community, and summer joy. But scholars also argue it reflects America's obsession with consumption and spectacle. “It’s a celebration of excess,” said Bitar. “A fairy tale about consuming without consequence.”

Kobayashi has since spoken out about the long-term effects of competitive eating, noting in Netflix’s Hack Your Health that he no longer feels hunger—a revelation that raises questions about the sport’s physical toll.

More Than Just a Contest

Despite concerns, the Nathan’s event continues to draw massive crowds, media attention, and brand visibility. From the sounds of live bands on the boardwalk to long lines at Nathan’s famous hot dog stands, Coney Island becomes a carnival of national pride each Independence Day.

“It goes to New York City history,” Shea said. “But more important, hot dogs represent to me the joy of summer.”

Attendee Beatrice Fellman, 25, perhaps summed it up best: “It celebrates a beautiful American comfort food that is the hot dog… We love how it brings the city together.”

Final Thoughts

What began as a makeshift publicity stunt now serves as a case study in branding, tradition, and showmanship. Through clever marketing, memorable competitors, and a nation hungry for spectacle, Nathan’s Famous didn’t just promote a hot dog—it redefined what a food competition could be.