Dubbed New Horizons, the luxury auto brand's Stockholm sushi restaurant aimed to engage consumers around its value of Japanese craftsmanship while challenging traditions about female sushi chefs

If you've been to a sushi restaurant, you probably haven't seen a woman behind the counter. There's a reason for that: Female sushi chefs are basically non-existent. Within the Japanese sushi culture, tradition goes that women are unable to cook sushi based on higher body temperatures. This is not just a small, biased section of the community–it's mainstream. When asked by The Wall Street Journal's Scene Asia blog why there are no female chefs or apprentices at his father's restaurant, Yoshikazu Ono, the son of Jiro Ono of the 2011 mega-hit Netflix documentary Jiro Dreams of Sushi blamed it specifically on menstruation: “To be a professional means to have a steady taste in your food, but because of the menstrual cycle, women have an imbalance in their taste, and that's why women can't be sushi chefs.”

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