Leading food-chain company Matsunoya faced a barrage of public criticism over a recent "Moms Support Campaign," prompting it to revise plans. The company had initially devised the campaign in support of mothers, but it was met with backlash due to perceived outdated and traditional gender role implications. Responding to the feedback, Matsunoya will be implementing changes and alternative programs.

In Japan, there is an ongoing societal debate about gender roles, particularly the role of women in the domestic sphere. Companies are increasingly held accountable by the public for how they represent these roles in their ventures and operations. Matsunoya's recent backlash exemplifies a societal call for progress and inclusivity in corporate Japan.

Similar issues have been faced by major companies in the US and EU as societies grapple with evolving gender roles. Reaction to these situations often involve public outcry, company apologies, and revisions in marketing campaigns or corporate policies to reflect a more inclusive, updated view of gender roles.