Everything You Always Wanted To Know About The Way Hasidic Jews Look But Were Afraid To Ask



expatriates are boundary spanners” Fischer and Hutchings, 2013

Ochobo’s “Liberation Wrapper”

By  in Cultural Detective Blog

liberation wrapper

What a terrific, culturally appropriate marketing ploy! When I lived in Japan, I was oh-so-conscious to cover my mouth with my hand when I laughed out loud, or if I had to open it real wide while eating. “Ochobo,” or a small mouth, is traditionally seen as a sign of feminine beauty in Japan.

A national hamburger chain wanted to sell more of its biggest, juiciest, wide-mouthed burgers to women, so it came up with an ingenious idea: the “liberation wrapper”—a stiff paper burger wrapper, imprinted with a closed mouth. The person eating is able to hide behind a dainty little face, saving others from having to watch them chow down.

Every society is changing, and there are plenty of women in Japan who eat burgers in public. There are also those who don’t cover their mouths when laughing. But, hey, this is fun and cool! Maybe next will come a not-so-culturally-necessary but cool men’s “liberation wrapper”!

Here’s an article on the promotion, from the Japan Daily Press.

This promotion reminds me of a story years ago, recounted to me by the then-Director of Tokyo Disneyland. In planning for Adults’ Day (成人の日), the workers realized that many young women would be coming to Disneyland in silk kimono. Knowing that the water spray could damage the expensive kimono, the workers prepared signs, warning the young women of the danger and cautioning them to avoid certain water rides.

The Director scolded them, saying their signs ran counter to the Disney way. “You must figure out a way to let the young women enjoy the rides, in their expensive silk kimono.” The solution? They had a bunch of plastic raincoats made special for Adults’ Day.

What is your favorite culturally appropriate customer service or marketing story?


Intercultural Trip Israel 2012

Visiting the great Israeli Artist, Menashe Kadishman at his home and Atelier in Tel Aviv.

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Dead Sea

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Meeting the “Arvut Social Movement”

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The Market

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Intercultural Dinner



Interreligious Workshop with young swiss 2012

Discussions about differences and similarities. We discover we are not so different as we thought.

At the Synagogue

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At the Mosque

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At the Church

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HRus Expo: “Innovation in Human Resources” 2013

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Intercultural Communication Workshop with Senior Swiss Group 2013

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Intercultural Communication Workshop with Swiss Youth Group 2013

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Intercultural Orientation project @ Jerusalem with IFSA Butler students 2013

Interreligious Orientation week @ Jerusalem with IFSA Butler students



“Shuk and Cook” 923023_378323318968107_701269477_n 944296_378323392301433_1401268053_n



How do you connect?

How do you connect?