Yoshinoya’s Full-Time Director and General Manager of the Planning Division’s disparaging remarks about Japanese women symbolize
Why is this expression necessary? The strategy of narcotics use for virgin girls?
In a marketing course for working people at Waseda University lectured in April 2022, it was reported that Masaaki Ito, full-time director and general manager of the Planning Division, spoke of Yoshinoya’s measures to increase sales of its beef bowls to women in their teens and 20s, who are expected to be mainly students who need to reduce their food expenses or working people without high incomes, in urban areas, in terms that were a metaphor for the low economic and social status of women. The report said that the company’s policy to increase sales of Yoshinoya’s beef bowls to women in their teens and 20s, who are expected to be working adults who do not have much income, is a metaphor for the low economic and social status of women. Yoshinoya Holdings Co., Ltd. immediately passed a resolution to dismiss the director and made it public.
Symbolic of Gender Issues in Japanese Society
Depending on how one interprets it, one can see how these male directors view women in an economically and socially low light, making them a generalized “target group. Shabu-zuke is a cloaked term referring to drug abuse, and was clearly inappropriate for describing “the state of liking and repeatedly wanting to eat beef bowls. At the same time, she also referred to her place of origin as a woman who came from a rural area and did not know what was right or wrong. By saying “These women eat Gyudon, beef bowl meals while waiting for a man (when she finds someone to date eventually) to buy her an expensive meal,” is the woman clearly stating that even if she continues to live in the city, it will be difficult for her to become financially independent? This statement is both offensive and indignant. This is an indication of the contempt for women that permeates Japanese society. The position of women in management positions, the percentage of board members, the percentage of Diet members, the wage gap between men and women and the percentage of non-regular employment, and other positions throughout the developed world are in eye-popping positions, and we need to speak out on such occasions.
Marketing to Generation Z is about “having a social stance”
This statement by a purported marketing professional may not be acceptable to Generation Z (born in the 1990s-2010), which he has identified as the target demographic for Gyudon. This is the exact opposite from the importance of “sympathy for the company’s philosophy” and “the company having a social stance,” which are considered important in the strategy of attracting the youth demographic. Young women who move from rural areas to live in the city would not choose to eat at such an enterprise. It does not seem that the youth of Generation Z will buy the services and products of a company whose marketing strategy is so insulting to the youth as this one held by upper management. We believe that the decision and action taken by the company to quickly address the speaker was more than appropriate. (This is the end of article).
