Wednesday, November 06, 2013

Liberation Wrapper helps Japanese ladies eat big burgers with dignity

Small mouths, or ochobo, are considered attractive in Japan, and it is considered well-mannered to cover one's mouth while eating.

Japanese hamburger chain Freshness Burger found that this was affecting sales, with the chain's largest burger, the Classic, selling like hotcakes with men but not with the ladies.

Thus the Liberation Wrapper was born - to liberate women from "the spell of ochobo". The paper "napkin" is printed with a closed, polite smile which you can hide behind as you eat.

YouTube link.

The company said a month after it was introduced sales of the Classic Burger to women were up by 213 per cent.


Anonymous said...

I wish ochobo would catch on here!

Anonymous said...

This is clever, but stupid... it doesn't free women from ochobo, it just hides it... you want to free it, then Japan needs to be less misogynistic, and oppressive, and allow their women to eat like normal people.

julier said...

I think sandwiches shouldn't be so big that you can't take a bite without looking like a glutton. I have a small mouth also and would have a hard time eating that behemoth of a hamburger. I Also think the wrappers are a cute idea no matter what size the sandwich!