TOKYO - Prime Minister Sanae Takaichi marked the first anniversary of her administration on October 21 with approval ratings still above 60%, supported by her forceful political messaging and extensive use of social media, although growing dissatisfaction over rising prices and the slow delivery of economic policies is beginning to weaken support, particularly among younger voters.
The Takaichi administration entered office with an approval rating of 82%, an unusually high figure that has remained comparatively resilient over the past year. Even former Prime Minister Shinzo Abe, who enjoyed considerable popularity during his time in office, recorded an approval rating of 54% at a comparable stage.
The prime minister marked the anniversary by emphasizing her determination to fulfill her election promises. "I have continued running throughout this past year with the conviction that my mission is to steadily deliver on each of the promises I made," Takaichi said. "Today marks the beginning of the Takaichi Cabinet's second-year challenge."
Her repeated declaration that she would "work, work, work, work and work" has become a recognizable political slogan, appearing on merchandise sold near the Diet building in Tokyo.
A souvenir shop specializing in goods featuring past prime ministers reported that Takaichi-related products, including sweets bearing her signature phrase, have recorded particularly strong sales compared with merchandise associated with previous leaders.
The shop said demand has shown little sign of weakening after a full year in office. Customers purchasing the products pointed to Takaichi's willingness to express her views clearly as one reason for her popularity.
Analysts say her communication style is a major factor behind her sustained approval ratings.
Takaichi frequently uses emphatic expressions such as "strongly," "powerfully" and "boldly" when discussing economic policy, investment, diplomacy and national security. An analysis measuring the frequency of such language per sentence found that she uses these expressions more often than previous prime ministers.
Political observers say the language reinforces an image of decisive leadership while Takaichi simultaneously seeks to portray herself as attentive to the concerns of ordinary citizens.
Her approach to public communication also differs significantly from that of previous administrations.
An examination of attendance at intensive deliberations of the House of Representatives Budget Committee found that Takaichi has spent substantially less time participating in parliamentary proceedings than her predecessors.
Instead, she has relied heavily on social media to communicate directly with the public.
During her first year in office, Takaichi posted more than 800 messages on X, covering foreign policy, political priorities and personal experiences at the prime minister's official residence.
Some posts have described everyday matters, including getting five hours of sleep, cleaning the bathroom and encountering a cockroach.
Her account has attracted more than 3 million followers, making her the most-followed member of Japan's parliament.
Takaichi has defended her use of the platform, saying it allows her to communicate information promptly while receiving public opinion directly through replies.
Yoshishige Yonekura, head of JX Press, which specializes in public opinion analysis, identified a distinctive group of online supporters as one of the administration's political strengths.
According to Yonekura, people who obtain much of their political and social information from YouTube, X and other internet platforms are particularly likely to express strong support for the Takaichi Cabinet.
Some members of this group also interpret criticism from traditional news organizations as evidence that the administration is pursuing the right policies.
This relationship between political leadership and online audiences has helped Takaichi maintain support even when facing criticism in parliament and established media outlets.
However, Yonekura said the administration's appeal extends beyond its dedicated online supporters.
A major reason for the broader public enthusiasm when Takaichi took office was her promise of aggressive fiscal policy and economic revitalization.
An opinion poll conducted around the administration's launch found that nearly 60% of respondents expected the economy to improve under Takaichi's expansionary fiscal approach.
One year later, however, the government faces growing questions about whether those expectations have been met.
Although Takaichi has pushed through legislation reflecting her political priorities, including measures concerning the desecration of the national flag and revisions to the Imperial House Law, critics argue that her administration has failed to deliver sufficiently effective economic measures.
The contrast between legislative achievements on ideological issues and the limited improvement in household finances has become an increasingly prominent point of criticism.
Interviews with members of the public revealed growing anxiety about prices, with some saying everyday expenses have increased almost without their noticing.
Others expressed concern that, although they wanted to support the prime minister, they were uncertain whether her policies would ultimately improve their lives.
Recent polling analyzed by Yonekura and his colleagues indicates that support has weakened particularly among younger generations.
Economic issues are overwhelmingly important to younger voters, Yonekura said, and the difference between their original expectations and the economic conditions they now face may be contributing to their growing dissatisfaction.
He warned that the administration's support could gradually erode if rising prices continue to outweigh the perceived benefits of government policies.
The proportion of respondents citing expectations for government policy as their main reason for supporting Takaichi has also declined from its position as the leading reason when the administration began.
Some people who initially supported the prime minister said they have become increasingly skeptical because the cost of living has not improved.
The central challenge for Takaichi's second year is therefore whether the administration can close the gap between expectations for economic policy and the financial pressures experienced by households.
Political and economic commentators have also questioned whether Takaichi's communication skills have been matched by her ability to explain the substance of government policy.
One criticism is that, despite posting hundreds of messages on social media, the prime minister has offered relatively few detailed explanations of her long-term vision for Japan.
The deterioration in relations with China, the future of the Japan-U.S. alliance and Japan's position in the strategic relationship between Washington and Beijing were cited as areas requiring a clearer statement of government policy.
Questions have also been raised about Japan's response to the war involving Iran and its relationship with the United States.
Critics argue that strong slogans alone cannot substitute for a comprehensive explanation of how Japan intends to navigate an increasingly difficult international environment.
Similar concerns extend to economic and industrial policy.
While the administration has repeatedly promoted aggressive fiscal spending, commentators questioned whether it has presented a sufficiently detailed strategy for strengthening Japanese industry over the next decade.
Japan continues to face inflation driven in part by higher import costs, leaving households struggling with food, energy and other everyday expenses.
Critics said discussions of individual tax measures, including consumption tax changes, were insufficient without a broader strategy covering industrial competitiveness, sustainable growth and household purchasing power.
The passage of legislation on national symbols and imperial succession also drew criticism from those who believe the government has placed ideological priorities ahead of daily economic concerns.
Some questioned whether the administration's preference for social media communication, combined with its comparatively limited participation in parliamentary debate and press conferences, allows it to avoid difficult questions.
They warned that the government's consistently high approval ratings could encourage complacency and reduce the pressure to explain controversial decisions.
However, other analysts suggested that Takaichi's popularity could remain relatively strong during her second year, particularly when compared with political uncertainty in other advanced economies.
Europe faces a series of potentially destabilizing elections in 2027, including France's presidential election, while Italy could also experience political uncertainty as Prime Minister Giorgia Meloni approaches another electoral contest.
Concerns over public debt and political stability could become increasingly prominent in both countries.
Japan, by contrast, has no major national election scheduled in the immediate future, providing the government with a period of relative political stability.
Although Japan carries a substantial public debt burden, analysts noted that the impact of rising borrowing costs would emerge gradually, giving policymakers some time to respond.
There is also potential for Japanese funds invested overseas to return to the domestic market, providing an additional source of economic support.
Nevertheless, economists warned that increasing interest payments on government debt would eventually constrain fiscal policy, making the administration's second year particularly important.
They argued that the government should use the available period of stability to implement policies that strengthen Japan's long-term economic foundations rather than relying on short-term measures or public popularity.
Takaichi's leadership style has also been compared with wider international political trends in which economic uncertainty and declining confidence in established institutions encourage support for leaders who use strong rhetoric.
Analysts noted that anti-elite sentiment and opposition to fiscal austerity have gained ground in several countries, particularly in Europe.
Takaichi herself has been described as something of an outsider within the Liberal Democratic Party, with a reputation for studying policy materials independently and making decisions without extensive consultation.
Her political approach has been characterized by some observers as emphasizing national strength, industrial development and military capability.
However, critics warned that national security requires more than military power.
Food security, social welfare, fiscal stability and the sustainability of public finances are also essential components of a resilient country.
They expressed concern that repeated appeals to national determination and the country's ability to overcome difficulties could obscure the structural problems that Japan must address.
As Takaichi enters her second year in office, the government retains a level of public support that many previous administrations would have struggled to sustain.
Yet the continuing strength of her approval ratings contrasts with signs of growing frustration over inflation, household finances and the pace of economic reform.
Whether Takaichi can convert her political popularity into measurable improvements in living standards, while presenting a clearer long-term vision for Japan's economy and international position, is emerging as the defining test of her administration's second year.
Source: TBS
