TOKYO — Japanese Prime Minister Sanae Takaichi’s emphatic declaration to “work, work, work, work and work” for her nation has been formally recognized as the country’s catchphrase of the year. The ultraconservative leader first delivered this statement during her October acceptance speech after being elected to lead the ruling Liberal Democratic Party, generating both concern about her extreme work ethic and appreciation for her apparent dedication.
At this week’s award ceremony hosted by a private selection committee, Takaichi clarified that her remarks were intended to demonstrate her enthusiasm rather than promote excessive working hours. “I have no intention of encouraging other people to overwork, or suggesting long working hours as a virtue,” the Prime Minister stated. “I hope there is no misunderstanding.”
Since assuming office in late October as Japan’s first female premier, Takaichi has attracted significant public attention not only for her political agenda but also for her distinctive fashion choices, sparking trends among Japanese women. Her declaration to abandon work-life balance during her October 4 party speech, where she urged lawmakers to “work like a horse” before repeating “work” five times in a determined voice, created a lasting impression on the political landscape.
Concerns have emerged among fellow legislators regarding Takaichi’s reportedly extreme working habits, which include operating on as little as two hours of sleep while simultaneously caring for her husband recovering from a stroke. The Prime Minister has acknowledged these concerns, noting the potential effect on her skin, while revealing her relaxation method of soaking in a hot tub morning and night, which she describes as her “blissful time.”
The ‘Sanae phenomenon’ extends beyond politics into consumer trends, with her signature black leather tote bag—manufactured by Tokyo-based Hamano Inc. and priced at 136,400 yen ($875)—selling out completely across all eight colors after she was photographed carrying it into the Prime Minister’s office on October 21. Company spokesperson Takanori Kobayashi reported that orders have surged to unprecedented levels, with new purchasers facing wait times until August due to the bag’s artisanal production methods.
Similarly, the sparkly light-pink Mitsubishi Pencil Co. Jetstream 4&1 pen that Takaichi uses for note-taking has become known as the “Sanae Takaichi model” and frequently sells out at retail locations and online marketplaces, with owners proudly posting “Matching Sanae” photos on social media.
Psychology professor Namiko Kubo-Kawai of Nagoya Shukutoku University observes that Takaichi represents a new type of role model for Japanese women, breaking from traditional feminine ideals through her powerful political position and no-frills workwear aesthetic. However, the Prime Minister’s conservative stance on gender issues—including support for male-only imperial succession and opposition to separate surnames for married couples—may limit her appeal among feminist groups.
Despite these ideological divisions, Takaichi has emerged as an unexpected style icon and symbolic figure for women who previously showed little interest in political leadership, reflecting the expanding diversity of female role models in contemporary Japanese society.