Yoshinoya Boss Fired for Sexist Remarks

Japanese beef bowl chain Yoshinoya Holdings fired a senior manager on Tuesday after he said sexist remarks at a university lecture that went viral on social media.

Masaaki Ito, a business development manager, compared Yoshinoya Holdings’ marketing strategy to drugging young women.

Ito had said targeting young women who have never had men treat them to extravagant meals would make them repeat customers for gyudon, Yoshinoya Holdings‘ beef rice bowls.

Ito made the remarks a few days earlier as a guest speaker for a marketing program at Waseda University.

“As of today, we have absolutely no contractual relationship with this individual. He made incredibly inappropriate remarks regarding gender and human rights issues leading to his dismissal,” Yoshinoya said.

According to a filing with the Tokyo Stock Exchange, Ito was relieved of his duties at Yoshinoya but did not specify what he said.

“The person in question also deeply regrets the remark that made people feel uncomfortable. We deeply regret this matter. We are very sorry,” Yoshinoya said.

Yoshinoya’s stock fell to 4.3 percent in morning trading in Tokyo, their most significant intraday decline since October 2020. 

Yoshinoya’s stock had been up 5.3 percent this year before the remarks became public.


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