Yoshinoya Beef Bowl Chain Chief Executive Fired over Sexist Remarks describing How to Market To Young Women


Share post:

Among the comments, the marketing exec asked participants in a lecture to devise a marketing strategy that would “get country girls hooked on (Yoshinoya) like drug addicts while they are still naive virgins”

A popular Japanese beef bowl chain, Yoshinoya Holdings Co., has fired an executive over sexist remarks he made about a marketing strategy aiming to get young women “hooked” on its products as though turning “virgins into drug addicts.”

Masaaki Ito, a managing director at Yoshinoya, known for its “gyudon” beef-over-rice dish, made the inflammatory remarks at a marketing lecture at Tokyo’s Waseda University on Saturday.

Japan has a deep gender gap. Only a few women hold high-ranking positions in politics, academia and business.

These comments by a rising marketing strategist, which were made at an outside seminar, suggest that gender bias and other discrimination still exist in Japan’s corporate world.

The revelation of the Yoshinoya case came only days after the Nikkei business daily came under fire for publishing a full-page advertisement for a comic book featuring a high school girl in a mini-skirt uniform with bulging breasts, prompting complaints from UN Women that it was “unacceptable” and violated guidelines against stereotypes.

Ito was asking participants in the lecture to devise a marketing strategy that would “get country girls hooked on (Yoshinoya) like drug addicts while they are still naive virgins,” according to a participant who complained about the remark on social media. Ito continued, saying “they won’t eat (gyudon) once they start getting treated to expensive meals by men.”

The message was posted by a participant who expressed anger at the lecture’s content. It was part of a highly regarded university course.

Ito’s comments quickly sparked outrage on Twitter and other social media, where people said the remarks insulted women as well as people from the countryside, prompting the company to apologize and dismiss Ito.

Yoshinoya, in a statement Monday, apologized for “causing trouble and unpleasant feelings.” It said “the choice of words and expression used during the lecture were extremely inappropriate and could not be tolerated.”

Yoshinoya stated Tuesday that Ito was fired by its board. The company also announced on Tuesday that they will host a compliance training session for executives.

Related articles

Biden: The hazard of ape pox does not increase to the degree of COVID-19

Tokyo (AP) - Head Of State Joe Biden on Monday looked for to ease worries concerning...

7 dead in Philippine ferryboat fire

MANILA: At the very least 7 individuals in the Philippines were eliminated as well as lots were saved...

Concepts regarding strange liver condition in kids are arising

NEW YORK CITY (AP) - Health and wellness authorities are left puzzled by strange situations of...

Beijing prompts millions to proceed functioning from house in the middle of risk of COVID-19 break out

BEIJING/SHANGHAI: Authorities in Beijing prolonged work-from-home support for much of its 22 million locals to stem the continuous...