Sanae Takaichi, Japan's first female prime minister, is drawing overwhelming support from the country's youth just three months after taking office. Among voters in their 20s who had been cynical about politics, Takaichi is seen as a leader different from traditional politics, and observers say the backdrop is a differentiated image strategy and active use of social media (SNS).
According to polling results reported by Bloomberg on the 4th (local time), support for Takaichi among those ages 18 to 29 neared 90%. In a survey conducted by NHK right after her inauguration, support among those ages 18 to 39 was tallied at 77%. That figure far exceeds the low-50% support recorded by her predecessors early in their terms. Among young voters, the perception that "Japanese politics is changing" is spreading.
Takaichi pursued a strategy of constant exposure, whether in summit diplomacy or daily life. A scene of her performing a K-pop song with President Lee Jae-myung, a selfie with the Italian prime minister, and even personal items like a pink pen and handbag spread quickly through SNS. Such content shaped an image closer to a pop icon than a politician, and some supporters, likening their cheering activities to idol fan culture, began calling it "Sanakatsu" (a coined word combining her first name, Sanae, and the Japanese word for "activity," katsudō).
The policy messaging was also simple and direct. By delivering core agendas such as expanded fiscal expenditure, stronger national security, and recovery of real wages briefly and clearly, observers say she reduced political fatigue among young people. According to a political data site analysis, YouTube views of videos related to Takaichi outnumbered those of major parties' official videos, and interest surged after she became prime minister.
Her personal narrative also played an important role in expanding support. Takaichi is a non-dynastic politician, not from a political pedigree, who rose to the highest position of power after being born into an ordinary family. In Japan's political structure, where about 30% of lawmakers are hereditary politicians, this background reinforced the image of a "leader who rose through effort." Analysts say this narrative resonated strongly with young people who did not experience Japan's high-growth era.
Some analysts say Takaichi's policy line evokes former Prime Minister Shinzo Abe. Her aggressive fiscal policy and growth-centered strategy are similar to Abenomics, and some young voters see Takaichi as Abe's political successor.
Still, the challenges are clear. It remains uncertain whether Takaichi's high personal approval will translate directly into votes for the ruling Liberal Democratic Party. Support for the LDP among young people still hovers in the 30% range, leading to assessments that there is a large gap between personal favorability and party support. The key will be how this gap affects actual results in the upcoming House of Representatives election. Turnout is also a variable. There are concerns that the election overlapping with cold weather, exam periods, and vacations could lower participation among young voters.
Experts also point to the instability of SNS-based support. As quickly as online interest forms, it can move just as quickly. Whether the spread of support for Takaichi is a temporary phenomenon is expected to become clear through the results of this House of Representatives election.