WE ALL KNOW that massive sloppy burgers are one of the major ‘no nos’ on occasions such as a first date, or a particularly fancy meal. Despite being so tasty, they’re just messy and impractical.

Well, fear not. The ‘Liberation Wrapper’ is here to help.

According to Stuff.co.nz, Japanese hamburger chain Freshness Burger noted that their delicious, overflowing, gooey burgers were a big hit with the lads, but when it came to women, sales were dire.

This was discovered to be primarily because it’s considered proper etiquette in Japan to cover your mouth when eating– as it is anywhere. However, Japanese women are found most attractive when they have ‘Ochobo’ which is a small and modest mouth. A four-tiered burger does not allow for this.

This is Ochobo:

Instead of awknowledging the blantant gender divide, the chain came up with a more practical solution.

The Liberation Wrapper is essentially a napkin that you place your burger in and will elegantly disguise your messy face behind a printed, closed and classy mouth.

Safe in its shadow, you can be the dog you are and no man will ever have to know.

Well, it worked, with burger sales shooting up 213% in the female burger-joint enthusiast demographic.

We do feel liberated.

Here’s a quick explainer:

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