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