Shocking video footage has emerged of a bizarre 'slapping competition' in Moscow.
In an apparent show of strength, Russians brutally slap one another with an open palm.
The painful competition took place on April 29 at the Sarychev Power Expo and sees the Russians faces redden as the audience cringe, wince, and moan in the background.
Contestants appear increasingly apprehensive as their faces bruise, and their features swell.
Sarychev Power Expo aims to promote power sports, patriotism and the strongest men in Russia.
The event was organised by bench press world record holder Kirill Sarychev.
The expo attracted bodybuilders and power-lifters, some who were willing to slap each other in the face.
Participants were knocked out in an elimination-style competition, they continued to slap each other on the face until one surrendered.
The winner, Yuriy Kuzmin from Nizhny Novgorod, took home a grand prize of 25,000 rubles (£296.50) and later joked on social media taking home the trophy was 'really hard-hitting'.
Since being posted online, last week the video has racked up nearly half a million views and had people question the motive of the contestants.
One person simply commented: 'Why guys why?'
Another added: 'After listening to a podcast about trumatic brain injury and how it affects neurodegenerative diseases, this seems like a really bad idea to me'.
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