News Iwate Prefecture removes dating guide following criticism over sexist portrayal of women

[thomas]

Iwate Prefecture officials decided to remove a marriage promotion booklet from their website on 28 October after it faced widespread criticism online for its gender-biased content. The 2019 guide titled "Make a Nice Meeting Happen in Iwate: For Those Who Want to Improve Their Marriage-Hunting Skills" advised women to wear "natural and elegant makeup." Online users criticised it as outdated and biased, saying it promoted gender stereotypes and risked discouraging young women from staying in the prefecture.

The "appearance and impression" section of Iwate Prefecture's matchmaking booklet offered women advice focused mainly on clothing and grooming. It outlined how they should dress and present themselves, promoting a conventional image of femininity that many later criticised as outdated and one-sided.

The publication was written by a marriage agency based in neighbouring Miyagi Prefecture and printed by a local company under commission from the Iwate Prefectural Government. Following the backlash, the prefecture withdrew the booklet and acknowledged the need to review how such content is produced and presented going forward.

The booklet was distributed at marriage promotion events they organised and was also available to view and download on the prefecture's official website. All physical copies produced have been distributed. Tomomi Yamaguchi, a professor at Ritsumeikan University who has studied gender issues in both Japan and the United States, called it "quite awful" in an X (formerly Twitter) post on 27 October. Yamaguchi, who specialises in cultural anthropology, added, "Isn't this reinforcing gender-based role division?" The post quickly spread, and by the evening of the 29th, it had been viewed approximately 5.6 million times. The booklet's fashion recommendations for women are detailed: wearing pumps and a skirt or dress is advised, as this would highlight the neck, wrists, or ankles to create a "graceful" appearance. In terms of hair, it emphasises the importance of a clean, beautiful and elegant appearance as well as maintaining glossy locks by caring for dryness and damage. On the other hand, the booklet offered little look-based advice for men, simply recommending a "clean" appearance, wearing clothes that suit them, and choosing sizes appropriate to their body shape. For hair, it encourages men to maintain a clean and neat look by regularly visiting a salon.

Iwate pulls matchmaking booklet over sexist backlash | The Asahi Shimbun: Breaking News, Japan News and Analysis

 

[Ukigumo]

Well, the declining Japanese population would suggest Japanese women are clearly doing something wrong otherwise they'd be attracting all those sōshoku-kei away from their children's video games, away from the gym, the martial art's dojo etc. Maybe they should listen to the advice

 

[mdchachi]

Well, the declining Japanese population would suggest Japanese women are clearly doing something wrong otherwise they'd be attracting all those sōshoku-kei away from their children's video games, away from the gym, the martial art's dojo etc. Maybe they should listen to the advice

Why is it the women's fault? And why would they want to attract such guys?

 

[Ukigumo]

Oh...errr...British sarcasm

 

[Lothor]

To me, the article doesn't seem overly prescriptive or reactionary, and it has a similar layout to pages of Japanese women's magazines. On the whole, women make more effort with their appearance than men, something that has not changed with increased gender equality, so the greater amount of advice for women seems proportionate. And there are just three sentences each on hairstyle, make-up, and clothes. Finally, it's an article targeting people lacking social confidence in a country where people tend to look to 'experts' for everything. I imagine that many women would welcome a few brief general comments like these.

I'm ready to be shot down for being a chauvinist pig!

 

[Ukigumo]

I'm ready to be shot down for being a chauvinist pig!

No, no…women can't think for themselves. Even that one who's likely to be the first woman to walk on the moon (Christine Koch) had to be told what to skills to acquire, how to be incredibly talented, what to learn and how to be at the very top of the most competitive game in the world.

(this is sarcasm)

 

[mdchachi]

But what about women who don't correspond to those stereotypes? There are no partners for them?

 

[Ukigumo]

But what about women who don't correspond to those stereotypes? There are no partners for them?

No, they should gradually be removed from the gene pool or maybe abruptly without partners