Japanese farmers invented this cubic watermelon by inserting the melons to square tempered cases while the fruit is growing. The reason behind this idea is to save the place since the watermelons are round and take a lot of space in storage areas and refrigerators. The cubic cases are designed as per Japanese refrigerators which the full grown watermelons are conveniently fit to the refrigerator shelves.
But the limitation is cost, the square shaped melon cost is triple than the normal one. The groceries retailers are marketing them as Gift fruits.
You tube video