TOKYO (AP) — The pledge by Japan’s Prime Minister Sanae Takaichi to “work, work, work, work and work” for her country has been named the phrase of the year.
The ultraconservative Takaichi said the phase in October when she was elected as head of the ruling Liberal Democratic Party. Many were initially worried about her work ethic as much as they supported her enthusiasm.
Accepting her award from a private committee this week, Takaichi said she only wanted to stress her enthusiasm and that her comments had been slightly misinterpreted.
“I have no intention of encouraging other people to work extra, or to suggest long working 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 attracted public attention for her fashion, with women scrambling to copy her style.
But while her dress sense has won admiration from younger women who say they “Sana-katsu,” or root for Sanae, it’s unclear whether her hard-line conservative policies will win the same praise.
Takaichi is looking to regain right-wing supporters after the LDP’s heavy election defeats under its 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 lawmakers to “work like a horse.” She then added: “I’m going to abandon the idea of ’work-life balance’ — I’m going to work, work, work, work and work.”
The repetition of the word “work” in a low and determined 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 worried fellow lawmakers. She had a meeting with aides at 3 am before the first day of parliament on November 7, although she hasn’t started that early since then.
“Now I sleep about two hours, four hours at most,” Takaichi, who also provides care for her husband who is recovering from a stroke, told MPs during a budget committee meeting last month. “It’s probably bad for my skin.”
She says she likes to soak in a hot tub in the morning and at night to relax. “That’s my happy hour,” she said.
Her style icon status was enhanced by her black bag, called the “Sanae Bag,” which is officially called the Grace Delight Tote. It is made by Hamano Inc., a 145-year-old bag manufacturer based in Tokyo.
Priced at 136,400 yen ($875), the simple leather bag is just big enough to fit A4-sized papers. It is selling the best since its debut 30 years ago, according to the company.
Takaichi was carrying the bag as she entered the prime minister’s office on October 21, and the scene immediately created a sensation on social media.
Hamano spokesman Takanori Kobayashi said his company is delighted to see Japan’s first female prime minister carry the bag.
Within days, inquiries and orders for the bag increased, and all eight colors were sold. The bag, which is carefully made from high-quality leather, cannot be mass-produced, and those who ordered it now have to wait until August, says Kobayashi.
Another popular item is a sparkly light pink pen that Takaichi uses to take notes; is Mitsubishi Pencil Co.’s Jetstream 4&1.
The pen, the “Sanae Takaichi model,” is often out of stock in stores and online shopping sites. Those who have found one often post proud photos with a message: “Matching Sanae.”
A style icon, but no feminist
The attention Takaichi is receiving is usually reserved for pop stars, athletes and influencers in Japan that fans only have access to through television or the internet.
The Prime Minister’s fans show their loyalty by buying the same bag and pen she uses, just as fans of star athletes like Shohei Ohtani buy replicas of his uniform to cheer on the Dodgers, experts say.
Takaichi has won admiration as a new kind of role model for women who have not usually rooted for prime ministers in the past, says Namiko Kubo-Kawai, a professor of psychology at Nagoya Shukutoku University.
In Japan, many female models have typically been supported for their femininity, but Takaichi is unique as a high-powered politician. Her short haircut and no-frills work clothes also stand out from conventional female models.
She may not inspire many feminists, however. Takaichi is a strong conservative who upholds Japan’s traditional gender and paternalistic values. She supported keeping the succession of the Japanese monarchy men only. She also opposes changing a 19th-century law that allows married couples the option to keep separate surnames.
Sill, as the first female Prime Minister, “she fits perfectly as a stylish role model and has won the admiration of many women who have been looking for one even if they probably never thought of becoming a Prime Minister,” said Kubo-Kawai. “Female models are becoming more diverse.”
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AP video reporter Mayuko Ono contributed to this report.