TOKYO (AP) — Japanese Prime Minister Sanae Takaichi’s pledge to “work, work, work, work and work” for her country has been named the slogan of the year.
The ultra-conservative Takaichi spoke out in October when she was elected head of the ruling Liberal Democratic Party. Many were initially as concerned about her work ethic as her enthusiasm.
Accepting her award from a private committee this week, Takaichi said she only wanted to emphasize her excitement and that her comments had been somewhat misconstrued.
“I have no intention of encouraging other people to overwork or suggest working long hours as a virtue,” Takaichi said. “I hope there is no misunderstanding.”
Since taking office in late October as the nation’s first female prime minister, Takaichi has also captured public attention for her fashion, with women trying to copy her style.
But while her fashion sense has won the admiration of younger women who say they’re “Sana-katsu” or support Sanae, it’s unclear whether her tough conservative policies will win the same praise.
Takaichi is seeking to regain her right-wing supporters after the LDP’s heavy electoral losses under her moderate predecessor Shigeru Ishiba.
During her speech to party members on October 4, she pledged an all-out effort to rebuild the struggling party and regain public support, urging MPs to “work like a horse”. Then she added: “I’m going to abandon the idea of a ‘work-life balance’ – I’m going to work, work, work, work and work.”
Repeating the word “work” in a low, determined voice made a strong impression at the time.
Hard work – and then a hot tub
Takaichi’s apparently long work hours and lack of sleep worried fellow lawmakers. She had a meeting with councilors at 3am before the first day of parliament on November 7, although she has not started that early since.
“Now I sleep about two hours, four hours at the most,” Takaichi, who provides care for her husband, who is recovering from a stroke, told them last month. “It’s probably bad for my skin.”
She says she likes to soak in a hot tub in the morning and evening to relax. “This is my happy time,” she said.
Her status as a style icon was enhanced by her black bag, dubbed the “Sanae Bag”, which is officially called the Grace Delight Tote. It is manufactured by Hamano Inc., a 145-year-old bag manufacturer based in Tokyo.
Priced at ¥136,400 ($875), the simple leather bag is big enough to hold A4-sized paper. It’s the best seller since its debut 30 years ago, according to the company.
Takaichi was carrying the bag as he entered the prime minister’s office on October 21, and the scene immediately caused a stir 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, requests and orders for the bag increased, and all eight colors sold out. The bag, which is carefully crafted from high-quality leather, cannot be mass-produced, and those who ordered it now must wait until August, Kobayashi says.
Another popular item is a bright light pink pen that Takaichi uses to take notes; is Jetstream 4&1 from Mitsubishi Pencil Co.
The pen, “Sanae Takaichi Model”, is often sold out in stores and online shopping sites. Those who have found one often proudly post photos with the message: “Matching Sanae.”
Style icon, but not feminist
The attention Takaichi receives is usually reserved for Japan’s pop stars, athletes, and influencers that fans only have access to through television or the Internet.
Fans of the prime minister show their loyalty by buying the same bag and pen she uses, just as fans of star athletes like Shohei Ohtani buy replicas of her uniform to cheer on the Dodgers, experts say.
Takaichi has gained admiration as a new kind of role model for women who have not usually rooted for their firsts in the past, says Namiko Kubo-Kawai, a professor of psychology at Nagoya Shukutoku University.
In Japan, many female role models have typically been championed for their femininity, but Takaichi is unique as a high-powered politician. Her short haircut and no-frills workwear also stand out from conventional female models.
However, it may not inspire many feminists. Takaichi is a staunch conservative who upholds Japan’s traditional gender and paternalistic values. She supported maintaining the all-male line of succession to the Japanese monarchy. She also opposes changing a 19th-century law that would allow married couples the option to keep separate surnames.
Sill, as the first female prime minister, “fits perfectly as an elegant role model and has won the admiration of many women who have sought one, although they probably never thought to encourage a prime minister,” Kubo-Kawai said. “Female models are becoming more diverse.”
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AP video reporter Mayuko Ono contributed to this report.