‘Liberation Wrapper’ makes chowing down polite in Japan

A Japanese burger chain says it's liberating women from the the binds of convention with a wrapper that presents a polite face while they chow down on fast food.

The chain Freshness Burger has received international media attention for creating what it calls the "Liberation Wrapper," a paper napkin with a smiling female face printed on the outside that's designed to hide the chomping mouth behind it.

Freshness Burger noticed its large Classic burger wasn't selling well among women, according to a commercial.

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"Their largest and best-tasting Classic Burger was amongst the least chosen by their female customers," a spokesperson for the advertising company involved, Dentsu East Japan, told Metro U.K.

The chain suspected the reason was a social convention in Japan that considers small, closed mouths beautiful for women, and open, uncovered, beef masticating mouths rude.

The solution? Encouraging customers not to follow silly social conventions that only apply to women, of course. Well, not exactly.

The company's dainty wrapper really only encourages to women munch their burgers while appearing to look polite. But the scheme worked, according to the video, bringing sales of the Classic burger up 213 per cent for female customers.

Enjoy your burgers, ladies.