Japanese PM’s "work, work, work…" pledge becomes 2025’s defining catchphrase

Japanese PM Sanae Takaichi (Courtesy: Reuters photo)

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 stagnation, declining birth rates, and a desire for renewal. On the other, it reopened uneasy conversations about Japan’s entrenched work culture, days after authorities have tried to clamp down on overwork and “karōshi”, or death from overwork.

What made it the top buzzword of the year

The award is decided annually by a committee that scans hundreds of nominations and selects the phrase that best captures the national mood. For 2025, Takaichi’s pledge stood out among more than two dozen contenders. Alongside it were other phrases such as “first female prime minister,” “Trump’s tariffs,” and “old, old, old rice.”

Committee members said the phrase’s blunt urgency, unusual in recent political discourse, and its timing coinciding with Japan’s economic and demographic anxieties helped it prevail. More than a slogan, many saw it as an expression of widespread frustration and fear about the country’s future.

Why the reaction has been mixed

Supporters argue Takaichi’s vow signals seriousness and resolve at a time Japan desperately needs both. They say it reflects a rejection of complacency and a call to mobilise public energy toward reforms.

But dissenters warn the message is tone-deaf. For a nation already struggling with overwork and a poor work-life balance, another push to glorify relentless labour is risky. The prime minister’s own admission of sleeping only two to four hours a night, and calling for staff to wake up in the middle of the night for work, has drawn concern from labour activists, health experts and even government commentators.

What it means for Japan’s future

Whether Takaichi’s “work, work, work” will translate into lasting reform — or deeper dysfunction — remains to be seen. For now, it stands as a symbol of two competing realities in modern Japan: a desire to revive national momentum and an urgent need to re-evaluate what progress should cost.