Hasta La Gadget!

Japan is deeply dyed in age-old traditions and beliefs. One of these old beliefs is that a woman’s mouth should be small and discreet. That is why there is a cultural convention of women covering their mouths when they eat, especially in public and not eating anything that requires taking a big bite. For Freshness Burger, a Japanese fast food restaurant, this has created a huge challenge in marketing their biggest burger to women.