Japanese Prime Minister Sanae Takaichi’s pledge to “work, work, work, work and work” — a line she used after winning the leadership of the ruling Liberal Democratic Party — has been selected as Japan’s catchphrase of the year, underscoring the determination that helped her become the country’s first female leader.
Takaichi, an ultraconservative politician, delivered the phrase in October during her LDP victory speech. It drew praise and concern in a country known for long working hours, especially for women who must balance jobs with family duties. The award triggered mixed reactions, with some interpreting it as a commentary on Japan’s culture of overwork.
Accepting the recognition this week, Takaichi said she meant only to express enthusiasm and did not intend to promote excessive labor. She also declined to elaborate on recent diplomatic tensions, including a dispute with Beijing after she suggested Japan could respond militarily if China attacked Taiwan.
Her rapid rise has also captured public attention for reasons beyond politics. Takaichi has become an unexpected fashion trendsetter, with many women trying to mirror her workwear and using the phrase “Sana-katsu” to express their support. Her simple black handbag, now known as the “Sanae Bag,” has become a major hit. The Grace Delight Tote, made by Tokyo-based Hamano Inc. and priced at 136,400 yen ($875), sold out in all eight colors shortly after she was photographed carrying it into her office on Oct. 21. The company says new buyers will have to wait until August because the handmade bags cannot be mass-produced.
Another item gaining popularity is her sparkly light-pink Jetstream 4&1 pen from Mitsubishi Pencil Co., which is frequently sold out online and in stores. Shoppers often post pictures proudly showing they use the same model as the prime minister.
Takaichi’s demanding schedule has also drawn attention. She held a 3 a.m. meeting on the first day of parliament and later told lawmakers she sleeps about two hours a night while caring for her husband, who is recovering from a stroke. She says her main source of relaxation is soaking in a hot bath morning and night.
Experts note that the intense public interest surrounding Takaichi is usually reserved for athletes or entertainers. Namiko Kubo-Kawai, a psychology professor at Nagoya Shukutoku University, says Takaichi has emerged as a new kind of role model — admired not for traditional femininity but for her authority, short haircut and practical clothing.
Takaichi’s conservative positions may limit her appeal among feminists. She supports maintaining male-only succession for Japan’s imperial family and opposes changes to a 19th-century law that would allow married couples to keep separate surnames. Still, Kubo-Kawai says her rise reflects growing diversity in Japan’s female role models, attracting women who may never have imagined rooting for a prime minister.