New Japanese Face Masks Let You Chow Down on a Burger While Maintaining Your Dignity

Give me liberation wrappers or give me death

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Hey ladies, want to go town on a giant bacon double cheeseburger and maintain your dignity? A Japanese burger chain has you covered. .

Freshness Burger, a national fast food chain in Japan, realized that they had a problem: Due to cultural beliefs, some women wouldn’t eat the restaurant’s large-sized Classic burgers in public. “Ochobo,” or the belief that small mouths are the pinnacle of beauty paired with the fact that it is considered well-mannered to cover one’s mouth while eating, was getting in the way of women chowing down on a giant burger.

So Freshness Burger came up with a plan: A sneakily designed burger wrapper that covers the diner’s face and printed with an “ochobo” mouth. The so-called “Liberation Wrapper” means that female diners can dig in to a Classic Burger with all the fixings without being rude or forsaking their beauty standards. According to the video posted above, the scheme worked: Just one month after its implementation, sales of the Classic Burger to women were up by 213%.

Now if someone could just design a way to eat an entire bag of chocolate covered potato chips with dignity.

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6 comments
Openminded1
Openminded1

Ah the Japs and their weird thinking and not to mention their sexual perversions, they are fun people. very inventive culture.

jjohn3024
jjohn3024

talk about thinking outside the box

p56741944
p56741944

This clip was made by S Korea as a smear campain against Japan.

Why does Time coperate on it.

hobbr
hobbr

@p56741944 You're a funny troll. This little innovation won an award at the Cannes International Advertising Festival: http://www.slideshare.net/SappiHouston/paper-wins (scroll down). The video was uploaded to youtube by "Social Marketing Korea" and the title of the video translated is "Japanese Hamburger Brand Freshness Burger." Where's the smearing? Stay under your bridge.