The Japanese team won the 48th Annual World Custard Pie Throwing Championship held in Coxheath, the UK.
Eighteen teams -- 17 of them from the United Kingdom -- showed up in Coxheath, the UK, to battle for the chance to be in the upper crust of this pie-eyed sport.
The rules are simple: Teams of four clad in bizarre costumes stand next to each other and toss pies at the opposing team eight feet away.
A direct hit in the face is worth six points, a chest hit earns five, a hit on the arms brings three points and points are deducted after three missed pies.
The Japanese team, which competed under the moniker "ITTE-Q," beat a team called the Fairy Cakes to win the top honor.