Japan’s annual catchphrase award drew national interest after highlighting a statement made in October by Prime Minister Sanae Takaichi, who pledged to “work, work, work, work and work” during a speech in Tokyo. The phrase gained widespread attention because discussions about long working hours continue to be sensitive in Japan, particularly for women who balance employment with caregiving responsibilities. The selection generated mixed reactions, as some observers viewed the award as a humorous reflection on work culture, while others interpreted it as recognition of a leader expressing strong commitment. Analysts noted that the moment illustrated the heightened public focus placed on Japan’s first female prime minister and the expectations surrounding her approach to work and leadership.

Public interest soon shifted from the words themselves to Takaichi’s personal style, which quickly became a major cultural trend. Images of her black “Sanae Bag,” made by a long-established Japanese brand, spread across social media and led to a surge in demand. The bag sold out in all available colors, and waiting lists extended for months. A light-pink Jetstream 4&1 pen linked to Takaichi also became difficult to find, demonstrating a level of consumer enthusiasm more commonly associated with entertainers and athletes. Experts explained that Takaichi’s simple workwear, short haircut, and direct communication contributed to a distinctive personal brand that resonated with many women seeking relatable role models. Psychologists added that the strong interest in her style and habits suggests that the public is embracing more varied images of female leadership, with personal presentation becoming an influential part of how leaders are perceived.