Japanese chain Yoshinoya fires top exec for sexist remarks on virgins
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TOKYO • One of Japan's most popular fast-food firms said yesterday it had fired a top executive who reportedly suggested a marketing strategy of getting "virgins addicted" to the company's products.
Yoshinoya, which operates a chain of restaurants serving cheap beef bowls in Japan and abroad, did not immediately confirm the exact comments made by Mr Masaaki Ito, who was a managing director.
In a statement, the company said he had been fired for "extremely unacceptable words and deeds".
Mr Ito reportedly said the firm should try to "get virgins addicted" to its food because "once men treat them to expensive meals they won't eat beef bowls any more".
His comments were posted on social media by a person who said they had attended a lecture at Tokyo's Waseda University at the weekend, where Mr Ito spoke.
Yoshinoya, which in recent years has made efforts to expand the appeal of its dishes to women, said it had stripped Mr Ito of all his positions with the company, effective on Monday. "His extremely unacceptable words and deeds could not be tolerated from the point of view of human rights and gender issues," Yoshinoya said in a statement.
Mr Ito's expulsion came after outrage against the comments on social media sites. On Twitter, former Japanese Communist Party lawmaker Saori Ikeuchi called the remark "blatantly sexist" and "disgusting". Other users pointed out that Mr Ito appeared to be disparaging Yoshinoya's food.
"What's equally incredible is how little pride and love he has for his company's own products," one Twitter user wrote.
Japan often appears towards the bottom of international gender equality rankings. Last year, the World Economic Forum placed it 120 out of 156 countries on its Global Gender Gap Index rankings.
There is little female representation in the higher levels of business and politics despite women in the country being highly educated and present in the workforce.
Sexist gaffes by high-ranking officials and politicians have made waves before, including the resignation of Tokyo Olympics chief Yoshiro Mori after he suggested women speak too much in meetings.
AGENCE FRANCE-PRESSE, REUTERS
