Tokyo: Japanese Prime Minister Sanae Takaichi’s famous remark — “I will work, work, work, work and work” — has been selected as Japan’s most popular catchphrase for 2025, the award’s organizer T&D Holdings announced on Monday.
Takaichi made the comment on October 4, after winning the leadership election of the ruling Liberal Democratic Party (LDP), a victory that paved the way for her to become Japan’s first female prime minister later that month. The expression “female prime minister” also shared the top spot in the rankings.
Controversy over work culture comments
The prime minister’s remarks sparked immediate criticism from lawyers representing victims of karoshi (death due to overwork), who argue that the statement reinforced Japan’s long-standing work-till-exhaustion culture.
Takaichi had also told LDP lawmakers, “I will have everyone work like a workhorse. I, myself, will abandon the idea of work-life balance,” triggering further backlash in a country grappling with chronic overtime work issues.
Speaking at the award ceremony in Tokyo on Monday, Takaichi said the intention behind her comments had been misunderstood:
“I had no intention of encouraging overwork or to suggest that working long hours are a virtue. My remark came from a desire to contribute to the country and its people.”
Other catchphrases reflect national issues
The top 10 catchphrases list also captured several major social concerns and trends in Japan this year: Catchphrase Meaning / Context Ko ko ko mai “Old, old, old rice” — referring to stockpiled rice from 2021 released amid national shortages Emergency shootings Linked to relaxed rules permitting bear culling after a sharp rise in attacks Damage caused by bears Related to the increasing number of wildlife intrusions Trump tariffs Referring to trade tensions driven by US policies Myaku-Myaku Mascot of the Osaka Expo 2025
The surge in bear-related phrases reflects the unprecedented number of bear attacks and sightings reported nationwide this year, prompting the government to loosen shooting restrictions for public safety.
A phrase that defined the political year
Takaichi’s “work, work, work, work and work” remark has become a defining phrase of Japan’s political landscape in 2025 — both symbolizing the prime minister’s hard-line work ethic and fueling debate about the nation’s demanding labor culture.
The annual catchphrase list is widely regarded as a window into public sentiment and national discourse, capturing the ideas and events that most influenced Japanese society throughout the year.