He originally planned to cook and eat them, but decided to hold an event instead. His first invitation was via twitter.He offered the special meal on Twitter to the first person willing to pay 100,000 yen ($ 1250) but after all the notoriety following his tweet, he instead organized the public event at the Loft. The day prior to his event, Sugiyama tweeted:
"I'm ready to thaw them out.
The link showed this picture of the parts ready to thaw.
About 70 people attended to hear a piano recital and panel discussion before dinner.
As there were only five servings of the chef's special, the others were served beef and crocodile dishes.
The five genital eaters comprised a 32-year-old male manga artist (there for “research”), a 30-year-old white-collar couple (who were “curious”), an attractive 22-year-old woman (who wondered how it would feel), and 29-year-old event planner Shigenobu Matsuzawa, who tweeted before the event, “It’s a once in a lifetime chance, so I decided on the spur of the moment to do it.”
Close-up photos of the braised genitals showed a sliced penis shaft with clearly visible corpora cavernosa and urethra, a sliced testicle with the look and texture of sea urchin sushi, and scrotal skin with about 3 mm of pubic hair growth. Rounding out the presentation the chef garnished the genitals with button mushrooms and Italian parsley.
Comments about the meal along with more pictures were originally posted on Sugiyama's blog, but he later removed them for privacy reasons.
According to the deleted blog post by Matsuzawa, the hard, rubbery penis root almost bent his fork, and he spit it out after a few chews. The only taste was of the red wine that it had been pre-stewed in. The scrotum was surprisingly even harder and more rubbery than the penis, but tasteless. The testicles were hard on the outside, soft and glutinous in the middle, with a fishy or gamey taste. One of Matsuzawa’s friends in attendance asked for a piece of the penis and ate it, but after the event became distraught and expressed regret that he had lost his common sense in the heat of the moment.