Fast-food chain in Japan fires official

On Tuesday, one of Japan’s most prominent fast-food companies announced the dismissal of a top executive who allegedly proposed a marketing plan of becoming “virgins hooked” to the company’s goods.

Yoshinoya, which owns a network of eateries in Japan and overseas that serve inexpensive beef bowls, would not immediately corroborate the precise statements made by Masaaki Ito, a managing director.

The firm claimed in a statement that he was sacked for “very inappropriate statements and acts.”

Ito allegedly stated that the company should strive to “addict virgins” to Yoshinoya’s food since “after men treat them to costly meals, they won’t consume beef bowls any more.”

His remarks were shared on social media by someone who claimed to have attended a university lecture where Ito spoke.

The termination followed public indignation over the comments on social media networks.

Former Japanese Communist Party politician Saori Ikeuchi described the statement as “blatantly sexist” and “disgusting” on Twitter.

Ito looked to be denigrating Yoshinoya’s cuisine, according to other users.

“What’s equally amazing is how little pride and affection he has for his company’s own products,” one Twitter user said.

Japan has frequently ranked towards the bottom of international gender equality rankings. The World Economic Forum ranked it 120th out of 156 nations in its Global Gender Gap Index in 2021.

Despite the fact that women in the nation are well educated and present in the workforce, there is minimal female representation at the highest echelons of industry and politics.

Sexist gaffes by high-ranking officials and politicians have already made headlines, including Tokyo Olympics chairman Yoshiro Mori’s resignation before the Games after he suggested women talk too loudly in meetings.

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