WASHINGTON - It's impossible to eat a huge hamburger neatly. And it's rarely a pleasant thing to watch.
A Japanese fast food chain faced an even bigger problem, when it came to feminine customers: a cultural belief that small mouths, or "ochobo," are attractive, and an open mouth is ill-mannered.
The national burger chain, Freshness Burger, attributed its poor sales of its largest hamburger - the Classic Burger - to women's devotional quest for ochobo.
Freshness Burger found a workaround, inventing a face-concealing paper mask, printed with the image of a woman's small mouth.
Shielded by the so-called "Liberation Wrapper," a woman could practically unhinge her jaw while devouring the huge sandwhich, without compromising her dignity or beauty standards.
The company claims within a month of introducing the mask, sales of the Classic Burger to women jumped by 213 percent.
See how well the "Liberation Wrapper" works:
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