Japan’s annual catchphrase award gained national attention after recognizing 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 became widely discussed because long working hours remain a sensitive issue in Japan, especially for women who balance employment and caregiving roles. The selection received mixed reactions, with some observers viewing it as a humorous reflection of work culture, while others considered it a sign of strong dedication. Analysts noted that the moment showed the high level of public interest in Japan’s first female prime minister and the expectations surrounding her approach to leadership.

Attention later expanded to Takaichi’s style, which quickly developed into a cultural trend. Her black “Sanae Bag,” produced by a long-established Japanese brand, spread across social media and led to a sharp rise in demand. The bag sold out in all colors, and waiting lists formed nationwide. A light-pink Jetstream 4&1 pen associated with her also became difficult to find, showing strong interest normally seen in products linked to entertainers. Experts explained that Takaichi’s simple workwear, short haircut, and direct manner created a recognizable personal brand that appealed to many women. Psychologists added that the attention to her style and routines suggests that the public is embracing more diverse images of female leadership.