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Illusion of the Week: Japanese Burger-Chain Breaks the Curse of OCHOBO!

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You may be surprised to learn that  scarfing down a huge honking burger–American style–is considered unladylike in Japan.  Rather, the concept of OCHOBO–a small shapely mouth–dominates cultural assessments of female  beauty. So much so that a main burger chain in Japan has employed methods from  illusion science to combat the scourge of anti-ochobo burger-scarfing. Freshness Burger developed a cleverly  decorated burger wrapper that partially hides the offending burger-eating-woman’s face and replaces it with a paragon of Japanese female beauty. Finally, you can eat like a pig while achieving  the highest level of ochobo! See Freshness Burger’s promotional video below.

Thanks to Victoria Skye for bringing this to us!

Stephen L. Macknik About the Author: Susana Martinez-Conde and Stephen L. Macknik are laboratory directors at the Barrow Neurological Institute in Phoenix. Follow on Twitter @illusionchasers.

The views expressed are those of the author and are not necessarily those of Scientific American.

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