Japanese Prime Minister Sanae Takaichi’s pledge to “work, work, work, work and work” was chosen as this year’s catchphrase, a recognition tied to the effort the country’s first female leader said she made to reach the top.
Takaichi, an ultraconservative who voiced the line in October when she became head of the ruling Liberal Democratic Party, drew a mix of concern and support for the single-minded commitment. In Japan, where long hours remain a fraught issue—especially for women who also shoulder homemaking and caregiving—the phrase prompted divided reactions, with some treating it as satire.
Accepting the award from a private committee, Takaichi said she meant only to convey enthusiasm and did not intend to promote overwork or long hours as a virtue. In the weeks after taking office she also triggered diplomatic friction with Beijing after suggesting Japan might act if China attacked Taiwan.
As the country’s first female prime minister, Takaichi has attracted attention for her wardrobe as much as her politics, with younger women copying her look and calling themselves “Sana-katsu” (rooting for Sanae). It remains unclear whether support for her style will extend to approval for her conservative policy agenda.
Takaichi has sought to recoup right-wing backing after large LDP losses under her predecessor, moderate Shigeru Ishiba. In an October 4 speech to party members she urged an all-out effort to rebuild the party, telling lawmakers to “work like a horse” and declaring she would “abandon the idea of a work-life balance” before repeating, in a low, determined voice, “I will work, work, work, work and work.” The repetition left a strong impression.
Her reported work habits and limited sleep have unsettled colleagues. She held a meeting with aides at 3 a.m. before the first day of parliament on Nov. 7, though she has said she has not kept such early starts consistently since. “I sleep about two hours now, four hours at the longest,” Takaichi, who also cares for her husband as he recovers from a stroke, told MPs at a budget committee meeting. She joked it was “probably bad for my skin.” She has said she soaks in a hot tub morning and night to relax, calling that her “blissful time.”
Takaichi’s style-icon status has been amplified by accessories. Her black bag, nicknamed the “Sanae Bag” but officially the Grace Delight Tote, is made by 145-year-old Tokyo maker Hamano Inc. Priced at 136,400 yen (about $875) and sized to fit A4 papers, the leather tote is selling better than at any time since its 30-year debut. After she carried it into the prime minister’s office on Oct. 21, social media interest surged; all eight colours sold out and buyers now face delays until August, the company said. A sparkly light-pink pen she uses, Mitsubishi Pencil Co.’s Jetstream 4&1, has also been dubbed the “Sanae Takaichi model,” frequently selling out as supporters post photos saying “Matching Sanae.”
Observers note the attention she receives is usually reserved for pop stars, athletes or influencers who reach fans via TV and the internet. Namiko Kubo-Kawai, a psychology professor at Nagoya Shukutoku University, says Takaichi represents a different kind of female role model: a high-powered political figure with a short haircut and no-frills workwear, rather than the traditionally feminine models who have often been celebrated in Japan.
That visibility does not make her a feminist figure for many. Takaichi is a vocal conservative who defends traditional gender roles and paternalistic values. She opposes changing imperial succession rules to allow female emperors and resists revising a 19th-century law to let married couples keep separate surnames. Still, Kubo-Kawai says, as the first female prime minister she fits a stylish role-model profile and has won admiration from women who may never previously have thought to support a prime minister, reflecting a diversification of female role models in Japan.
