TOKYO (AP) — Japanese Prime Minister Sane Takaichi’s pledge to “work, work, work, work and work” for his country has been named the catchphrase of the year.
Takaichi, an ultraconservative, made the announcement when she was elected head of the ruling Liberal Democratic Party in October. Many were initially concerned about his work ethic as much as his enthusiastic support.
Accepting her award from a private committee this week, Takaichi said she only wanted to emphasize her enthusiasm and that her comments had been somewhat misinterpreted.
“I have no intention of encouraging other people to work more, or to suggest that working long hours is a virtue,” Takaichi said. “I hope there is no misunderstanding.”
Since taking office as the nation’s first female prime minister in late October, Takaichi has also drawn public attention for her fashion, with women scrambling to copy her style.
But while her dress sense has won praise from young women who call her “sana-katsu,” or root for Sana, it’s not clear that her staunchly conservative policies will win the same praise.
Takaichi is trying to win back right-wing supporters after the LDP’s heavy electoral defeat under his liberal predecessor, Shigeru Isiba.
Addressing party members on October 4, she vowed to do everything possible to rebuild the struggling party and regain public support, urging MPs to “work like horses”. She then added: “I will give up the idea of ’work-life balance’ – I will work, work, work, work and work.”
Repeating the word “work” in a low, firm voice left a strong impression at the time.
Hard work – and then a hot tub
Takaichi’s apparent long work hours and lack of sleep have worried fellow lawmakers. She met with aides at 3 a.m. on November 7, the first day of parliament, although she did not start that early.
“I sleep about two hours now, four hours the longest,” Takaichi, who cares for her husband, who is recovering from a stroke, told lawmakers at a budget committee meeting last month. “It’s probably bad for my skin.”
She says she likes to soak in the hot tub in the morning and relax at night. “This is my happy hour,” she said.
Her style-icon status is enhanced by her black bag, dubbed the “Sane Bag”, officially called the Grace Delight Tote. It is made by Hamano Inc., a 145-year-old bagmaker based in Tokyo.
Priced at 136,400 yen ($875), the simple leather bag is big enough to fit A4-sized papers. According to the company, it is selling best ever since its debut 30 years ago.
The sight of Takaichi carrying a bag when she arrived at the Prime Minister’s office on October 21 immediately caused a sensation on social media.
Hamano spokesman Takanori Kobayashi said his company was delighted to see Japan’s first female prime minister carrying the bag.
Within days, inquiries and orders for the bag surged, and all eight colors sold out. The bag, made from meticulously high-quality leather, cannot be mass-produced, and those who order it will now have to wait until August, Kobayashi says.
Another popular item is a bright light-pink pen Takaichi uses to take notes; This is the Mitsubishi Pencil Co.’s Jetstream 4&1.
The pen, “Sanae Takaichi Model,” is often out of stock in stores and internet shopping sites. Those who find them often proudly post photos with the message: “Meeting Sane.”
A style icon, but not a feminist
The attention Takaichi is receiving is usually reserved for Japan’s pop stars, athletes and influencers whom fans can only access through television or the Internet.
Fans of the prime minister show their loyalty by buying the bags and pens he uses, just as fans of star athletes like Shohei Ohtani buy replicas of his uniform to cheer on the Dodgers, experts say.
Namiko Kubo-Kawai, a professor of psychology at Nagoya Shukutoku University, says Takaichi has won praise as a new kind of role model for women who in the past often did not root for prime ministers.
In Japan, many female role models were generally supported for their femininity, but Takaichi is unique as a high-powered politician. Her short haircut and no-frills workwear are also different from traditional female models.
Although she may not inspire many feminists. Takaichi is a staunch conservative who champions Japan’s traditional gender and patriarchal values. She has supported Japan’s male-only monarchy. She also opposes a 19th-century law change that allowed married couples to keep separate surnames.
As Seal, the first female prime minister, “she fits perfectly as a stylish role model and has won admiration from many women who are looking for one, even if they never thought of rooting for a prime minister,” Kubo-Kawai said. “Female role models are becoming more diverse.”
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AP video journalist Mayuko Ono contributed to this report.
