A Japanese television news anchor was fired and faced online backlash after she posted a controversial post claiming that men’s body odor was “difficult to bear” and recommended that they shower more often.

Yuri Kawaguchi, 29, lives in Tokyo and is a freelance speaker known for her feminist views who also works as a lecturer in harassment prevention training courses.

On August 8, she expressed her frustration with men’s hygiene during the summer on the social networking platform X, where she has around 13,000 followers, advising them to use deodorant and shower to stay clean.

“I’m really sorry if it’s a personal situation, but the smell of men in summer or the body odor of unhygienic people is so unpleasant,” she wrote.

“I want to be clean, so I shower several times a day, use wet wipes and wear antiperspirant year-round. I think more men should do that.”

Kawaguchi’s post, which was perceived as being specifically aimed at men, deeply offended many and led to accusations of gender discrimination.

“Blaming only men is annoying and undoubtedly discriminatory. Women, especially older women, can also have body odor. I feel really uncomfortable with this,” said one male internet user.

Her post also sparked criticism of her personal life, including her divorce, with some calling her a “materialistic woman who is out of touch with the problems of common people.”

As the controversy escalated, Kawaguchi publicly apologized and removed the post on August 11.

“This time, many people were upset and hurt because of my thoughtless remarks. I will think about it carefully. In the future, I will work hard not to hurt anyone with my remarks. I am truly sorry,” she said.

However, the effects were severe.

As the controversy escalated, her agency VOICE decided to terminate her contract, citing “defamation of the honor of the opposite sex” as the reason.

In a statement released on August 16, VOICE said it had received numerous complaints and emails.

They said it was against the company’s principles for a professional who makes a living using language to use it in a way that harms others and makes many uncomfortable.

Another company that had hired Kawaguchi as a harassment prevention education lecturer also terminated her contract.

However, her hasty reactions were criticized by Japanese netizens as “too extreme” and even sparked a post on X protesting Kawaguchi’s dismissal.

“A woman demands that men be neat and decent, and yet this still causes outrage. This just shows that Japan has been a male-dominated society for far too long. No matter how dirty men are, as soon as a woman complains, they punish her,” one person wrote.

Chinese online observers also overwhelmingly expressed their sympathy and understanding.

“Those who criticized her are probably smelly men themselves. I’m a man and I can’t stand the smell of other men – it’s just so disgusting,” one commenter noted.

“If you don’t stink then why would you be offended by the post? If you’re clean then there’s nothing to defend,” said another.

“Why are Japanese men so sensitive? They can’t handle a little criticism. Women are expected to keep themselves beautiful, clean and fit without complaining, but men aren’t expected to do the same. If that’s not gender discrimination, what is?” asked a third person.