I admit, I’m not very ladylike when it comes to eating. The last thing I think about is what I look like when I’m about to indulge in food. Also, with foods like jaw-injuring Mega Macs, I don’t see how it’s possible to not look like a beast when eating.
However, in Japan, there’s a growing trend called “ochobo,” which means having a “small and modest mouth.” Because of this, it is considered rude for women to open their mouths wide in public. Thus, fewer women are buying burgers from Japanese burger chains like Freshness Burger. The chain’s solution to this was to work with an advertising company to create a wrapper that features a picture of a closed-mouthed woman on the front. Women can then use this wrapper to cover their mouths when eating, allowing them to freely open their mouths without being judged.
Ever since the wrapper was introduced, sales of Freshness Burger’s large Classic Burger has increased 213%. Although their sales may have increased, I think this trend creates an unfair restraint for women and the wrappers only encourage the trend.
Food should be equally enjoyed by everyone, regardless of their gender. Part of the fun in eating also involves finger licking, slurping, and stuffing your face with large quantities of yummy goodness. Consider me rude or un-ladylike but I won’t be using a wrapper to cover my mouth while I eat!