National / Media | Japan Pulse

Is Burger King's 'Flame Grilled' fragrance a hoax in a bottle?

by Delaney Lake

Contributing Writer

Burger King Japan has developed quite the reputation for its imaginative gastronomic creations, including the black Kuro Burger released last year. However, the result of the fast food chain’s latest experiment isn’t exactly edible.

Starting in April, the company will launch a fragrance that will allow fast-food lovers to smell just like their beloved burgers.

The perfume, named “Flame Grilled,” will be sold for one day only and exclusively at Burger Kings in Japan. A free Whopper is included in the purchase (at the high price of ¥5,000), so now you can eat your meal and smell like one too.

The scent will be sold starting at precisely 10:30 a.m., just in time for an early lunch. As only a limited amount of bottles are being produced, Burger King fans will only be able to mist themselves with one bottle per customer.

Many media outlets say they smell a long-game April Fool’s joke, but we’re tempted to believe that their aim is true.

Burger King has even petitioned the Japanese government to make April 1 the unofficial “Whopper Day,” a move that suggests this may not all be pure mischief.

Still skeptical? This isn’t the first time Burger King has tried to appeal to a sense other than taste. In 2008 the chain released “Flame,” a cologne hooked as “the scent of seduction with a hint of flame-broiled meat.”

Take a look at its disturbing video as proof.

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