Danish chilli enthusiast Claus Pilgaard, aka Chili Klaus, came up with a rather spicy way of promoting his new book, he got 1,000 people together and challenged them to eat one the hottest chilli peppers in the world.
The volunteers gathered in Copenhagen and were each handed a bhut jolokia, also known as a ghost chilli.
The pepper is rated at over one million units on the Scoville scale, with the hot habanero chilli registered at just 100,000.
Some of the people who took part in the Danish challenge appeared to enjoy themselves.
Others not so much.
Don't try this at home kids.
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