Japanese welfare ministry’s cartoon promoting childbirth under fire

“You can marry and give birth to many children.”

Japanese women have been widely angered by a cartoon promoting the public pension, which was posted on the website of Japan’s Health, Welfare and Labor Ministry. In this carton, a female character, certified labor attorney in social insurance, is explaining the pension to an imaginary family, provoking controversy over "discrimination against women."

The main character "A" seeks to justify the current pension system to a female civil servant "B," who feels regret after hearing that younger people are more disenfranchised due to a generational gap. “We are living a well-off life due to older generations (who worked very hard).” the main character said. "It is getting more difficult to maintain the pension system due to a low birthrate."

A also advised the civil servant to marry and give births as a solution to the problem, effectively suggesting that women should give birth to many children.

Holding B`s hand, A chants slogan to cheer up, saying, “Let work hard, and do our best at a blind date party this weekend.” As B said, “Okay, I`ll join,” her sister and mother chant “Go” in unison at the last scene of the cartoon.

The cartoon is facing mounting criticism among women, who claim that women are just portrayed as a tool for childbirth. One Internet comment reads, “It is no different from the slogan urging women to give more child births during wartime.” Despite controversy, however, the ministry is set to continue posting the cartoon.