Japanese prime minister Sanae Takaichi’s repeated pledge to work relentlessly was selected as this year’s catchphrase, a nod to the effort she said she made to reach the country’s top post.
Takaichi, who took the helm of the ruling Liberal Democratic Party in October, voiced the line as part of an urgent call to revive the party after heavy losses under her predecessor. Her single-minded exhortation drew both support and concern in a country where long working hours remain a contentious social issue, particularly for women who also carry much of the unpaid household and caregiving labor. For some observers the line landed as satire; for others it underlined a determined leadership style.
Accepting the award from a private committee, Takaichi said she meant to convey enthusiasm and did not intend to glorify overwork or promote long hours as an ideal. Her early weeks in office have also stirred foreign-policy controversy, after comments suggesting Japan might act if China attacked Taiwan led to tensions with Beijing.
As Japan’s first female prime minister, Takaichi has attracted attention for her appearance as well as her politics. Young women emulating her look have dubbed themselves Sana-katsu, or supporters rooting for Sanae, and her accessories have sparked brisk sales. A compact black leather tote she carries, popularly known as the Sanae Bag but sold as the Grace Delight Tote by long-established Tokyo maker Hamano Inc., quickly sold out in all color options after she brought it into the office. The bag, sized for A4 documents and priced at roughly 136,400 yen, is enjoying its strongest demand since its launch three decades ago. A glittery pink multi-pen she favors, Mitsubishi Pencil Co.’s Jetstream 4&1 in a branded variant, has likewise been tagged as a Sanae model and often sells out as supporters post matching photos.
Takaichi has tried to shore up support from the conservative right after the party’s earlier setbacks. In an October 4 speech to lawmakers she urged a total effort to rebuild the LDP, saying she would abandon the idea of a work-life balance and urging colleagues to labor relentlessly. Her repeated phrasing, delivered in a low, determined tone, made a strong impression on attendees.
The prime minister’s own reported routines have unsettled some colleagues. She said she sometimes sleeps as little as two hours and at most four, and she has held meetings in the very early hours before parliamentary sessions. She also cares for her husband, who is recovering from a stroke, and has spoken wryly about her limited sleep being bad for her skin. She has described soaking in a hot tub morning and night as the small relaxation she can manage.
Observers note that the intense public interest in Takaichi’s wardrobe and habits resembles the attention usually paid to celebrities and influencers rather than politicians. Namiko Kubo-Kawai, a psychology professor at Nagoya Shukutoku University, says Takaichi embodies a different kind of female role model: a high-powered political figure in short hair and spare, work-focused attire, contrasting with the traditionally feminine models long celebrated in Japan.
That visibility does not make her a feminist figure for many. Takaichi remains a vocal conservative who defends traditional gender roles, resists changing imperial succession rules to allow female emperors and opposes revisions that would let married couples keep separate surnames. Whether the style-driven support she has won will translate into broader approval for her conservative policy agenda is still uncertain.
