Japan’s Takaichi is winning fans not with politics but with her style and ‘work, work, work’ mantra

Japan’s first female Prime Minister Sanae Takaichi has made headlines for her pledge to “work, work, work, work and work” for her country, which was recently named Japan’s catchphrase of the year.

Takaichi uttered these now-famous words in early October when she was elected as head of the ruling Liberal Democratic Party (LDP). The phrase quickly captured national attention, though it has sparked mixed reactions in a country notorious for its demanding work culture and high rates of karoshi (death from overwork).

When accepting the catchphrase award from a private committee this week, Takaichi clarified her intentions. “I have no intention of encouraging other people to overwork, or suggesting long working hours as a virtue,” she said. “I hope there is no misunderstanding.”

The statement originally came during her October 4 speech to party members, where she promised an all-out effort to rebuild the struggling LDP after significant election losses under her predecessor, moderate Shigeru Ishiba. She urged lawmakers to “work like a horse” before adding, “I will abandon the idea of a ‘work-life balance’ — I will work, work, work, work and work.”

Takaichi’s apparent commitment to long hours has raised concerns among fellow lawmakers. She reportedly held a 3 a.m. meeting with aides before the first day of parliament on November 7, though she hasn’t maintained such extreme hours since. During a budget committee meeting last month, she admitted, “I sleep about two hours now, four hours at the longest,” adding that she also provides care for her husband, who is recovering from a stroke.

Beyond her work ethic, Takaichi has become something of a style icon since taking office in late October. Her black leather tote bag, officially called the Grace Delight Tote by Tokyo-based manufacturer Hamano Inc., has become known as the “Sanae Bag.” Priced at 136,400 yen ($875), the simple but elegant accessory has sold out in all eight colors since she was spotted carrying it into the prime minister’s office. According to company spokesperson Takanori Kobayashi, new orders now have an August delivery date due to the handcrafted nature of the product.

Similarly, the sparkly light-pink Mitsubishi Pencil Co.’s Jetstream 4&1 pen she uses for note-taking has become difficult to find in stores and online. Proud new owners often post photos with the caption “Matching Sanae.”

Psychology professor Namiko Kubo-Kawai of Nagoya Shukutoku University notes that Takaichi has won admiration as a new type of female role model in Japan. Her short haircut and no-nonsense workwear represent a departure from more traditional female icons who are typically celebrated for their femininity.

However, Takaichi’s political positions remain firmly conservative. She champions traditional gender roles and paternalistic values, opposing changes to a 19th-century law that would allow married couples to maintain separate surnames. She also supports keeping the Japanese monarchy’s succession strictly male-only.

Since taking office, Takaichi has already sparked diplomatic tensions with Beijing over comments regarding possible Japanese military action if China were to attack Taiwan. As Japan’s first female prime minister, she appears focused on regaining support from right-wing voters who had drifted from the LDP under the more moderate leadership of her predecessor.

“As the first female prime minister, she fits perfectly as a stylish role model and has won admiration from many women who have been looking for one, even though they probably have never thought of rooting for a prime minister,” observed Kubo-Kawai. “Female role models are becoming more diverse.”

Despite the enthusiasm for “Sana-katsu” (rooting for Sanae) among younger women inspired by her professional style, it remains to be seen whether her hard-line conservative policies will receive the same level of public support as her fashion choices.