Japanese Burger Company Creates A Wrapper That Lets Women Cover Their Mouths While Eating (Video)

Japanese-Burger-Company-Creates-A-Wrapper-That-Lets-Women-Cover-Their-Mouths-While-Eating

Freshness Burger, a Japanese burger company, has decided to give Japanese women the chance to chow down on a huge burger without feeling embarrassed. The liberation wrapper covers the burger and their mouths with a picture of the lower half of a Japanese woman’s face.

By doing this, it frees women from the cultural restraints on them; in Japan, it’s considered unladylike and rude to open your mouth to wide or to publicly chew large food items that are too big for your mouth.

Freshness Burger had deluxe burgers to sell, but women weren’t buying them. The Japanese have an attraction to small mouths, called Ochobo, and Freshness Burger wanted to still be able to give women the ability to eat larger burgers, but still maintain that delicacy and attractiveness. In the widely-circulated YouTube video-advertisement created by Japanese advertising company Dentsu Tokyo Inc., the narrator says that the goal of Freshness Burger was to free the women from the “spell of the Ochobo.”

The result was successful. Sales of the “Classic Burger” were up 213 percent from the previous month.