Illusion Chasers

Illusion Chasers

Illusions, Delusions, and Everyday Deceptions

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


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!

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

Share this Article:


You must sign in or register as a member to submit a comment.

Give a Gift &
Get a Gift - Free!

Give a 1 year subscription
as low as $14.99

Subscribe Now! >


Email this Article