Confirmed: Food color trumps flavor

Earlier this month, Burger King made headlines after unveiling its black KURO Pearl and KURO Diamond burgers, which come complete with black buns, black cheese, and black sauce and are available in Japan through early November.

Americans have been both intrigued and repulsed by the images. “Finally #BurgerKing makes a burger the way your body sees it … disgusting and cancer-causing,” one Twitter user wrote. Another tweeted: “It’s the black cheese that freaks me out the most. It looks like the kind of rubber they use to make gimp masks.”

But the burger is enjoying a “favorable reception” in Japan, according to the Guardian—so why do Americans have such a negative response to it?