Japan’s New PM: How Style and a ‘Work Mantra’ Are Driving Her Popularity

Japan’s new Prime Minister is rapidly gaining public admiration thanks to her distinctive personal style, disciplined public image, and a strong “work mantra” that signals dedication and bold leadership. Her polished appearance, relatable accessories, and consistent messaging have resonated with younger voters and the wider public. Combined with early policy actions and dynamic communication, these elements have helped shape her reputation as a modern, hardworking leader, driving her growing popularity across Japan.

Takaichi is attracting the kind of fan-driven buzz usually seen around celebrities, star athletes, or social-media icons that the public typically follows from a distance.

Her vow to tirelessly “work, work, work, work and work” for Japan has unexpectedly become the country’s catchphrase of the year. The remark was first made in October, right after she secured leadership of the ruling Liberal Democratic Party, and it sparked equal parts admiration and concern about how far her dedication might go.

When she accepted the award for the phrase this week, she explained that her intention was simply to show passion for the job and that people may have taken her words too literally. She clarified that she never meant to glorify excessive labour or imply that long hours were something everyone should aspire to.

Since stepping into office as Japan’s first female prime minister, her wardrobe has generated as much buzz as her policies, with many women racing to replicate her look. Younger women in particular, who call themselves “Sana-katsu,” have embraced her aesthetic, although it remains to be seen whether they will be equally enthusiastic about her uncompromising conservative agenda.

Takaichi is also trying to win back right-wing supporters after the LDP suffered heavy losses under former leader Shigeru Ishiba. In an address to party members on October 4, she vowed to work relentlessly to rebuild the party’s image and earn back public trust, even urging colleagues to “work like a horse.” She then doubled down by saying she was ready to sacrifice work-life balance to devote herself fully to the job.

Her steady, low-toned repetition of the word “work” left a memorable impact on everyone listening. Her insistence on grueling work hours and very little sleep, has raised eyebrows among lawmakers. She even held a 3 a.m. meeting with staff right before parliament opened on November 7, though she hasn’t repeated such early starts.

She openly admits to barely sleeping, sometimes managing just two hours, while also caring for her husband recovering from a stroke, joking that it’s probably not great for her skin. To unwind, she says she indulges in long, hot baths at both ends of the day, which she describes as her personal slice of heaven.

Her rise as a style icon has been fueled by her now-famous black “Sanae Bag”,  officially the Grace Delight Tote, created by Tokyo’s long-established leather brand Hamano Inc. Costing 136,400 yen (about $875), the bag is sleek, practical and sized for A4 documents, and the company says it’s now enjoying its strongest sales in three decades.

The moment she walked into the prime minister’s office on October 21 carrying the tote, social media lit up in excitement. Hamano’s spokesperson, Takanori Kobayashi, said the company is thrilled that Japan’s first female prime minister has chosen their product.

Within days, demand exploded; all eight available colours sold out, and due to the bag’s handcrafted nature, new buyers must wait until August for theirs. A soft pink, glittery Jetstream 4&1 pen made by Mitsubishi Pencil,  affectionately dubbed the “Sanae Takaichi model”, has also become wildly popular.

The pen is often out of stock both online and in stores, and fans proudly post photos showing that they own the same writing tool as the PM. The surge of admiration surrounding Takaichi mirrors the kind of consumer devotion usually enjoyed by idols or top athletes who fans follow obsessively through screens.

Supporters show their affection by buying the exact accessories she uses, much like how Shohei Ohtani’s followers wear his replica Dodgers jersey. According to psychologist Namiko Kubo-Kawai of Nagoya Shukutoku University, Takaichi has become a fresh kind of role model for women who never imagined themselves cheering for a prime minister.

Japan’s female icons have historically been admired for traditional femininity, but Takaichi stands out as a no-nonsense political powerhouse with a sharp haircut and functional work outfits that break the mold. Still, she is unlikely to gain the approval of many feminists: her strongly conservative values champion traditional gender roles and male-only imperial succession, and she rejects modern reforms that would let married couples keep separate surnames.

Yet her role as the country’s first female prime minister makes her a striking and influential figure, winning her admiration from women who may never have envisioned themselves supporting a political leader in this way. Kubo-Kawai notes that women in Japan now have a broader spectrum of role models and Takaichi’s blend of authority, style and visibility fits neatly into this expanding landscape.

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Source: NDTV