A simple yet forceful commitment by Sanae Takaichi has struck a chord nationwide. Her pledge “work, work, work, work and work,” made just before she assumed office in October, was selected as Japan’s 2025 “catchphrase of the year.”

From campaign trail to cultural moment

Takaichi used the phrase while addressing fellow lawmakers in her party, urging them toward what she called a no-compromise commitment to revitalising Japan. She pledged to abandon personal notions of work-life balance in favour of relentless effort, a stance that quickly grabbed headlines, partly because she reportedly works on just a few hours of sleep and has held 3 am meetings.

Critics and advocates alike took notice. On one hand, the repeat-work promise resonated with many in a country grappling with economic stagna

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