One of the biggest traditions in America on the Fourth of July is the annual hot dog eating contest.
The contest is held outside of Nathan's in Coney Island every year, and seems to be getting bigger with more people watching yearly. In 2011 over two million people watched on tv and about 40 thousand were on hand for the event.
Since its incarnation in 1914 it has been held on the day of America's independence. But only recently has it become a big part of the American holiday. http://www.nathansfamous.com/index.php/hot-dog-eating-contest/history
With the help of Takeru Kobayashi, and now Joey Chestnut the contest has used star power to help promote their event.
Kobayashi won the contest 6 times, and Chestnut has now won 7 times including the 2013 contest. Chestnut ate a record 69 hot dogs in 10 minutes, beating his previous world record of 68 in 2009 and in 2012. This was all done in 10 minutes. http://www.foxnews.com/us/2013/07/04/joey-chestnut-sets-new-hot-dog-eating-record-at-nathan-coney-island-contest/
Chestnut, 29, has now taken over as the biggest star in the competitive eating world, (so much so that he was carried into this years contest), and that has helped this tradition to continue to grow every year.