BuzzFeed reports that a national hamburger chain in Japan has created a burger wrapper that doubles as a face-mask for women. Why would they do this? Women weren’t buying their girthy “Classic Burger” because they weren’t comfortable opening their mouths wide enough to eat the large burger. WTF?

Apparently, the reason women didn’t want to feast on a delicious, meaty burger was that in Japan, small mouths are considered attractive, and it is considered proper etiquette to cover your mouth while eating in public (if you’re a woman, that is.) The “Liberation Wrapper” burger mask allowed women to eat the burger and not feel self conscious.

BuzzFeed reports that just one month after the chain came out with the burger mask, sales of the classic burger to women were up by 213%. I’m sorry, but that’s just sad. Maybe, instead of using a “liberation wrapper,” women could actually liberate themselves by not giving a f*ck about men not wanting them to open their mouths wide while eating. Which definitely has something to do with this article, if you know what I’m saying.

Watch a video about the campaign right here.

Photo: inmd.co.kr

Photo: inmd.co.kr

[via BuzzFeed]

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