In an unexpected cultural victory, Japanese Prime Minister Sanae Takaichi has secured the title for the nation's most popular catchphrase of 2025. Her simple, repetitive mantra, 'Work, Work, Work' (Hatake, hatake, hatake), was announced as the winner on Monday, 2nd December 2025, by the Jiyukokuminsha publishing house.
The Phrase That Defined a Political Era
The winning slogan originated from a pivotal speech Prime Minister Takaichi delivered in September 2024, shortly after assuming office. Facing a stagnant economy, she used the phrase to encapsulate her government's unwavering commitment to revitalising Japan through diligent effort. The catchphrase quickly transcended its political origins, embedding itself in the public consciousness and everyday discourse.
The annual contest, which has been running for decades, seeks to identify the words or phrases that most powerfully captured the spirit of the year. Takaichi's victory marks a rare instance where a phrase coined by a sitting prime minister has topped the poll, highlighting its significant cultural resonance. The selection committee praised the slogan for its 'straightforward expression of the current mood' in Japanese society.
Beating Pop Culture to the Top Spot
'Work, Work, Work' faced stiff competition from a variety of entries drawn from television, advertising, and social media. Notable contenders included phrases from popular anime and trending online memes, which typically dominate the rankings. The fact that a political slogan emerged victorious underscores the profound public engagement with Takaichi's core economic message.
Analysts suggest the phrase's success is deeply intertwined with the nation's current challenges. With Japan grappling with demographic pressures, economic uncertainty, and the need for productivity growth, the prime minister's direct call for collective effort struck a powerful chord. It is seen not just as a political directive, but as a broader societal rallying cry.
Implications for Leadership and National Mood
This linguistic accolade provides a unique barometer for Prime Minister Takaichi's connection with the electorate. Winning 'Catchphrase of the Year' suggests her central policy theme has achieved remarkable penetration and memorability. It transforms a governmental priority into a shared cultural reference point, potentially strengthening her political brand.
However, the phrase also carries an implicit weight of expectation. By defining the era with a call for relentless labour, the public will be watching closely to see if this effort translates into tangible economic results and improved living standards. The slogan's legacy will ultimately be judged by the real-world outcomes it inspires.
Previous winners of the award have often reflected lighter trends or technological shifts. The choice of a work-centric mantra for 2025 signals a more serious, driven national mood, prioritising economic resilience and productivity above all else. It remains to be seen whether 'Work, Work, Work' will be remembered as an inspiring motto or a symbol of gruelling expectation.
