Pattaya: A kiss is still a kiss -- even if it goes on for over a day.
Fourteen couples from across Thailand gathered at Pattaya beach resort to try and break the world record for kissing, attempting to spend more than 32 hours locked lip-to-lip.
The marathon kicked off at 6:00 am local on Sunday (2300 GMT), with each couple given a space of 1 square metre in which they had to spend the time kissing, without leaving except for bathroom breaks.
Any break in the lip lock resulted in disqualification.
Besides the world record, couples were aiming for a diamond ring worth 50,000 baht ($ 1,624) and a 100,000 baht cash prize.
Participants took part to show their love and mark Valentine's Day, although kissing in public is quite unusual in Thailand.
"I'm just taking part for fun, and I'm looking forward to kissing for a long time," said Felix Werth, a 32-year-old German participating with his Thai girlfriend, 21-year-old Urairat Oottaboon.
During the event, couples were not allowed to sit, sleep or leave the venue. They also had to continue kissing while using the toilet, with staff accompanying them to verify the fact.
Within the limits, though, organizers did what they could to make the couples comfortable. Werth and Urairat, for example, had a 33-centimetre (13 inch) height difference, but a box was provided for her to stand on.
Food and drink could only be taken through straws, again with lips locked. "I just want to show my love to my boyfriend and everybody who is in love on Valentine's Day," said 31-year-old Nonthawat Charoenkesornsin before the event began.
When the whistle blew, couples started kissing. The previous record of 32 hours, 7 minutes and 14 seconds was set in Germany.
"These couples, who joined the longest kissing world record, are people who are in love," said organizer Somporn Narksuetrong.
"They want to be part of history by entering this competition to show their love."
But while the spirit was willing, the flesh was weak, with couples starting to drop out as time went on.
One woman fainted after just 34 minutes. Others left after a few hours.
"I could not make it anymore because my neck is hurting," said Amporn Ketmao.
The event is due to continue until Monday afternoon.