Of all the problems you can think about burgers, (health concerns, animal rights issues, expense problems) the last thing you would consider would probably be your poise as you eat it right? Well apparently one fast food chain in Japan had a different priority altogether, as they came up with a new product that would let women eat hamburgers in public without being embarrassed with opening their mouths too wide.
Freshness Burger noticed that one of their best-tasting and most popular burgers was only a hit with the men. They concluded that the discrepancy was due to most Japanese women having ochobo, or a “small and modest mouth,” which when eating a thick, juicy burger can be quite a challenge. In Japanese culture, it’s considered rude and unnatural for women to open their mouths wide in public places. So their ad agency Ad Dentsu came up with the “liberation wrapper”, which has a photograph of a woman, close-mouthed of course, so that the actual woman can open her mouth wide to devour that burger without embarrassing herself.
It may seem absurd and a little bit backwards to people in the West where women are much freer to eat whatever they want and however they want in public, but this is still a reality for women in Japan, who are mostly still expected to adhere to some of these cultural norms. All Freshness Burger wanted was to give women with small mouths a chance to still be “dainty” and enjoy a delicious burger at the same time. And according to them, it worked, as sales of their Classic Burger to women has increased 213% since they started covering them in this liberation wrapper.
[via The Gloss]