Nontawat Jaroegenasornsin, 31, and his partner Thanakorn Sittiamthong, 28, beat the previous winners of the Guinness World Record longest continuous kisstoday by just over four hours.
They were one of just seven Thai couples to enter the annual Ripley's Believe It or Not longest kissing challenge in the resort town of Pattaya, Thailand, which started on Sunday.
Winners: Couple Tanakorn Sittiamthong, 28, right, and Nonthawat Charoengaysornsin, 31, left, after wining the Guinness World Record longest continuous kiss
Locked lips: Tanakorn Sittiamthong, 28, centre right, and Nonthawat Charoengaysornsin, 31, centre left, kissing during the competition
Competing couples had to keep their lips locked throughout the contest - even during bathroom breaks, eating meals and drinking through a straw.
The toilet is off-limits for the first three hours of the contest but after that, lips still together, they must be accompanied by a referee for any bathroom breaks.
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Mr Jaroegenasornsin said: 'We are happy about the result. We won because we supported each other.
'Last year we only lasted 22 hours. So we decided to come to this competition to compete again.'
The couple won $6,500 worth of diamond rings, cash and a voucher for a five-star hotel in Thailand.
Former record holders: Ekkachai Tiranarat, 42, right, and his wife Laksana, 31, kissed for 49 hours before calling it a day
Lakkana Tiranarat and her husband Ekkachai won last year's contest after kissing for 46 hours, 24 minutes and nine seconds.
They were back again this year and speaking before the start of the competition, Mrs Tiranarat said: 'We'll try to do better than last year but maybe just for a little longer. We'll see how tough the other competitors are but we'll do our best.'
But she said the couple decided to call it a day 'because we want to keep our love' leaving Mr Jaroegenasornsin and Mr Sittiamthong to win.
Somporn Naksuethrong, general manager of Ripley's World Pattaya, said: 'The world record last year of 46 hours, 24 minutes and nine seconds is very difficult to beat. Contestants have to be patient to prove their love.
Quick sip: Laksana Tiranara, left, takes an energy drink while kissing her husband Akechai Tiranarat during the World's Longest Continuous Kiss Competition in Pattaya, southeastern Thailand
Dedication: A judge prepares to close a curtain as contestants Akechai Tiranarat and Laksana Tiranara, right, attempt a bathroom stop while still kissing each other
Meanwhile, couples across the globe were celebrating their love for one another in some very unique ways.
A one-minute kissing competition earned participants a free Valentine's Day dinner in Shanghai.
And in Taiwan, 101 individuals proclaimed their love by paying thousands of dollars to have a message displayed on the side of Taipei's tallest building.
In Paris, the City of Love, couples attached personalized padlocks to a fence along the Pont des Arts Bridge over the River Seine - dumping the key in the river.
A new poll has found that 63 percent of people in marriages or domestic partnerships had a happy Valentine's Day - saying their partners bring them the greatest happiness in life.
It is unclear where Valentine's Day first originated from but there are several myths surrounding three separate Saint Valentines that vary around the world.
Passionate: Non Wittayanuch and her partner Tanasuk Ariyadej, right, kissing during the World's Longest Continuous Kiss Competition
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