Japanese Economist Becomes Model for Kirin Brewery, Consumers Launch 'Boycott'... Why?

Controversial Figure Reported by The New York Times
Yusuke Narita Selected
Boycott Ensues... Advertisement Eventually Removed

An economist who caused controversy with the statement "Elderly people should commit group harakiri" was selected as a model for the Japanese liquor company Kirin. Eventually, a 'boycott movement' arose among consumers, and Kirin deleted the advertisement.

On the 13th, the Japanese sports media Sponichi Annex reported that the liquor company Kirin decided to delete the advertisement featuring Narita Yusuke, an assistant professor of economics at Yale University in the United States.

Professor Narita appeared on a broadcast in 2021 and suggested as a solution to the low birthrate and aging society, "Isn't the only solution now group suicide or group harakiri of the elderly?" He also said, "After all, it is important for humans to step back. There are too many people who continue to stay by using their past merits." Despite causing great controversy, he later stated on another broadcast the following year, "Starting with the approval of euthanasia, discussions about forced euthanasia may also be possible in the future," which drew fierce criticism for proposing concrete methods. Subsequently, the New York Times reported on his remarks, spreading the controversy both inside and outside Japan.

An advertisement for the Kirin Hyoketsu Unsweetened series featuring Narita Yusuke as the model. The tagline "Changing the era is always simple" is included. (Photo by Kirin)

Initially, Kirin planned to appoint famous personalities who enjoy alcohol as models for their chuhai (alcoholic beverage with added fruit flavor) product line "Hyoketsu" unsweetened series. Accordingly, comedian Kotoge Eiji, talent Wakazuki Chinatsu, and Professor Narita were selected. The intention was to produce an advertisement analyzing the popularity of unsweetened chuhai from an economist's perspective.

Kirin produced an advertisement video with the concept of Professor Narita finishing work and casually having a drink of chuhai, saying, "It is always simple things that create the era." In a subsequent interview, he explained, "The world wants alcohol as a partner that approaches daily life without difficulty," and "As a result, the era of Hyoketsu unsweetened is coming because people want simple things."

This advertisement was posted not only online but also in major urban subway stations with heavy foot traffic such as Shibuya starting from the 4th. This led to fierce criticism mainly on social networking services (SNS). People argued that someone who incited ageism should not be used in advertisements. There were even criticisms questioning whether it was appropriate for Kirin, which actively conducts elderly welfare projects through its affiliated welfare foundation, to use a person whose views are completely opposite. Eventually, hashtags appeared expressing participation in the Kirin boycott movement.

A post about the boycott of Kirin posted on X (formerly Twitter). The controversial advertisement by Professor Narita was altered to replace the dialogue with the contentious statement, "Elderly people should all ultimately commit group suicide." The hashtags included "Narita Yusuke, stop talking nonsense" and "Kirin boycott," among others. (Photo by X)

On X (formerly Twitter), comments such as "Professor Narita suits freezing, not Hyoketsu" and "Kirin is the worst company in both sense and ethics" continue to appear. Meanwhile, some netizens argue, "Professor Narita only pointed out the realities faced by young people, such as pension issues in a super-aged society," and "People are misinterpreting his true intentions," leading to ongoing public debate.

Professor Narita has not officially issued a statement but posted on his X account on the 8th, "The best way to prevent controversy is to always stand at the center of it."

In response, Kirin released a statement saying, "We have removed some posts related to Hyoketsu unsweetened. This decision was made after seriously considering various opinions and making a comprehensive judgment," and "We will utilize the various opinions in our future activities." All advertisement videos featuring Professor Narita were also deleted.