Yoshinoya Beef Bowl Chain Executive Fired Over Sexist Remarks Describing How to Market to Young Women

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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 naïve virgins”

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 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 once they start getting treated to expensive meals by men.”

The participant who posted the message expressed disappointment and anger over the content of the lecture, which was part of an expensive course at a prestigious university.

 

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