Some foods, it's true, can be embarrassing. Beans can induce unwanted embarrassing bodily functions, for example. A not-quite-screwed-in salt shaker cap can produce a moment of mortification. And that piece of spinach often colludes with the teeth at the worst possible moments.
But cake? What's so embarrassing about eating cake?
Apparently men in Japan are so embarrassed about being seen eating cake that one bakery aims to solve the problem by disguising cakes as fast food.
Frankly, I'd be more embarrassed to be seen eating fast food that eating cake. But I'm not a guy, and I'm not Japanese, so you can't go by me.