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!