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.

560627_120859904714451_1315111138_n 34718_120859844714457_2062539485_n 546378_120859658047809_16386044_n 529819_120859488047826_1456060937_n 398786_120858461381262_641695870_n 553203_120858278047947_434596703_n


527501_120860224714419_993043576_n 380645_120860144714427_1093006400_n 575245_120860104714431_1133966219_n

Dead Sea

553325_120858061381302_340443936_n 579181_120858001381308_1949627156_n

Meeting the “Arvut Social Movement”

562713_120857031381405_1979066712_n 562547_120856778048097_532989832_n

The Market

561238_120867891380319_1770952211_n 556150_120867834713658_823514263_n

Intercultural Dinner