Takaichi pledge to work hard wins Japan’s catchphrase of the year contest

The phrase «work, work, work, work and work,» used by Japan’s Prime Minister Sanae Takaichi, has been selected as Japan’s catchphrase of the year, reflecting its strong impact on public discussion in 2025, according to The Guardian.

Takaichi made the remark shortly before taking office in October, describing her commitment to working tirelessly on behalf of the country. The phrase was chosen from more than two dozen candidates as the one that best captured the national mood, according to Jiyū Kokumin Sha, the organizer of the annual «Word of the Year» contest.

Takaichi’s words, however, also drew criticism, as long working hours and overwork remain sensitive social issues in Japan. The prime minister later clarified that her remarks were meant to express determination rather than to promote excessive work.

Her language drew further attention this week during a speech at FII Priority Asia 2025, a regional spin-off of the annual Future Investment Initiative in Saudi Arabia. Addressing the audience, she referred to popular Japanese manga.

«I understand that Japanese manga and anime are extremely popular in Saudi Arabia. Today, I’d like to borrow a famous line from Attack on Titan to conclude my speech. ‘Just shut your mouths. And invest everything in me!!’,» The Guardian reported, citing the politician.

Takaichi became Japan’s first-ever female prime minister in late October, marking a historic moment for the country’s politics. After that, she drew public attention by often carrying the Grace Delight Tote by a Japanese brand with a 145-year history, well known for its craftsmanship and popularity among members of Japan’s imperial family, and sparked debate after revealing that she sleeps only two hours a day.