Tokyo: Popularity among younger generations could be the wind beneath Prime Minister Takaichi's wings, leading to victory in the Japanese election. Who would have thought that Sanae Takaichi, a 64-year-old woman, would become such an idol for young people across Japan? This is evident in her signature Japanese-made handbag, the classic Hamano brand, which she regularly carries, becoming a best-selling item that sells out quickly due to widespread demand. Even her favorite pink pen went viral on social media, and her favorite snack, Umaibo, a crunchy corn bar, sold like hotcakes. These phenomena reflect the immense popularity that young people in Japan have for Sanae Takaichi, Japan's first female Prime Minister.
According to Thai News Agency, Takanori Kobayashi, director of Hamano Co., Ltd., the manufacturer of the black leather 'Grace Delight Tote' bag, priced at 136,400 yen (including tax) or approximately 27,500 baht, which the female Prime Minister uses as her favorite bag, said he was surprised by the large number of young people who rushed to order this model, resulting in overwhelming orders and a waiting list of up to nine months before production can be completed. Kobayashi said that Prime Minister Takaichi's energetic image is so striking that it has drawn attention to the bag she carries among young people both in Japan and abroad.
Opinion polls indicate that the "Sanakatsu" or "Sanamania" phenomenon-a kind of fan base that supports not only politically but also admires her lifestyle and the products she chooses-has become a form of soft power in Japan. This unexpected support from the younger generation could help Takaichi gain overwhelming trust in Sunday's February 8th general election, thus enabling her to push through her announced plans to stimulate the sluggish economy.
This week's polls suggest that, with soaring personal approval ratings, the coalition government led by Sanae could sweep as many as 300 seats out of 465 in the House of Representatives. If this were to happen, it would be a dramatic turnaround since her predecessor resigned after losing control of both houses of parliament 15 months prior. Even more surprising is that opinion polls among voters under 30 showed that the far-conservative leader's popularity had surged to over 90 percent, while overall approval ratings were around 60 percent.
Even during a recent campaign rally in Saitama Prefecture, a large number of young supporters came to cheer on Takaichi, clearly reflecting that Prime Minister Takaichi has captured the hearts of the younger generation, including children.
Prime Minister Takaichi has successfully built a large social media following, far surpassing her rivals in the Liberal Democratic Party (LDP) and the opposition parties. She has 2,600,000 followers on the X platform, compared to only 64,000 for Yoshihiko Noda, the leader of the main opposition party. Furthermore, a poll conducted by NHK, Japan's public broadcaster, on Monday, February 2nd, indicated that Prime Minister Takaichi's personal popularity is nearly twice that of the traditionally male-dominated LDP.
Prime Minister Takaichi's viral posts, whether it's the clip of her drumming with South Korean President Lee Jae-myung to the song "Golden," the theme song from the anime film "KPop Demon Hunters," or singing a birthday song in Italian to Italian Prime Minister Georgia Meloni, have made her stand out, different, and break the mold of the typical image of Japanese political leaders that the world usually sees as serious and reserved.
Prime Minister Takaichi's announcement of the dissolution of parliament on January 19th to call for new elections effectively opened the floor for a public referendum on her leadership and various policies, including her fiscal and monetary policies and her plans to strengthen defenses in response to China's expanding military influence.
Professor Koichi Nakano from Sophia University noted that while Prime Minister Sanae Takaichi has a brighter and more easily understood image than previous leaders, the key challenge lies in how much of her popularity among younger generations will translate into votes. Statistically, younger generations tend to vote less than older generations, who have long been the LDP's main support base in the post-war era.