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"Liberation Wrapper" from Japanese burger joint, Freshness Burger designed to, as the name implies, “liberate” women from the constraints of eating large burgers in public. In Japan, it’s considered rude and extremely unattractive to eat with your mouth wide open—especially if one is female; Freshness Burger figured this was the reason women weren’t ordering their burgers so they got to thinking and whipped out this oddly creative solution to their sales problem.

Admittedly, I initially wrote this off as comically weird until I realized that while I don’t shy away from large burgers, I still tend to cover my mouth when I eat—or even laugh—in public so I can see how this could catch on really, really fast. It’s simple, genius and will probably become the norm in all Western-styled fast food joints in Japan.

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