In recent years Japan, has had a major social shift, seemingly dividing men and women into two types: herbivore men and carnivore women. Now for one day and one day only, Burger King Japan will give the herbivore men of Japan a chance to attract a carnivore woman—by selling them a limited edition scent perfume with their hamburgers that has the smoky sexy smells of BK’s whopper….yes, “Flame Grilled” Cologne.
For those who don’t already know, a few years ago the term, Herbivore men or grass eaters was popularized as a word for roughly 1/3 of the Japanese male population who shun marriage or getting a girlfriend. They are frugal, well-groomed, effeminate and soft-spoken. In their wake came the carnivore women or meat-eaters—ambitious women who are finally taking charge in their business and private lives. They are the women who are not afraid to make the first move or go after the herbivore man.
So naturally, if you are a guy wanting to attract a carnivore women—what better way than smelling like a juicy grilled hamburger?
The fast food chain claims that their limited edition “Flame Grilled” fragrance cologne smells just like their famous Whopper, a quarter-pound beef patty sandwiched between two sesame buns along with condiments and vegetables. It might not be as fierce as Tom Ford’s overpowering cologne line or as powerful as Axe Body Spray, but Burger King’s new cologne has a wonderfully unique stink of its own. The scent will go on sale on April 1st.
And no, it’s not an April Fool’s joke, even though it does sound like one.
In the end, whether Burger King’s new scent smells as heavenly as a juicy burger fresh off the grill, or as like greasy meat prepared at a fast-food restaurant–that may be highly subjective and ultimately very few people will know. Unless you’re one of the lucky ones who managed to get your hands on a bottle. You have to buy the set for 5000 yen (roughly $55) which Burger King will reportedly only have 1, 000 available on a first-come, first serve basis. The set comes with an actual flame-grilled Whopper and the cologne on the side. And just in case, you were wondering—the cologne is not edible. (Also, herbivore men–are not necessarily vegetarians either. They are more complex than previously imagined.)
Burger King Japan expects the cologne to sell out; they are probably correct. People may wonder why anyone would go for such an odd product in the first-place, but it also has to do with Japan’s love of limited editions.
FoodFacts.com wishes that we knew how to get our hands on this very unique limited edition to see if the scent of flame grilling is actually something that can be bottled. Just for the record, we don’t think of this as an attractive aroma on any level and we’re not quite sure how anyone would. The fragrance of greasy burgers doesn’t strike us as particularly “manly,” but we could be wrong. Fragrance is a very personal thing and maybe some men believe that eau de grease makes women swoon. Guess we’ll find out when we know whether or not Burger King sells out in April!