In a striking reflection of the nation's current mood, a political slogan championed by Japan's leader has been crowned the country's most significant phrase of 2025. The term 'Work to Win' (Hataraite Katsu), heavily promoted by Prime Minister Sanae Takaichi, has been awarded the prestigious title of 'U-Can New and Trendy Word Buzzword Awards' grand prize.
The Rise of a Political Mantra
The selection, announced on Monday, December 2nd, 2025, marks a rare instance where a phrase directly associated with a sitting prime minister's policy platform has captured the public lexicon. The awards, organised by publisher Jiyukokuminsha, are a major annual cultural event in Japan, often highlighting terms from entertainment, social media, or technology.
Prime Minister Takaichi, who leads the conservative Liberal Democratic Party (LDP), began using the slogan prominently during her successful campaign for the party presidency in September 2024. She has consistently framed it as a core philosophy for national renewal, urging citizens to embrace diligence and a competitive spirit to bolster Japan's economy and global standing.
Cultural Context and Public Reception
The choice of 'Work to Win' as the buzzword of the year has generated significant discussion. Proponents argue it encapsulates a proactive, resilient mindset needed for contemporary challenges. Critics, however, suggest it risks glorifying overwork in a society already grappling with issues of karoshi (death from overwork) and seeking better work-life balance.
The award's judging panel reportedly acknowledged the phrase's omnipresence in public discourse throughout the year. It moved beyond pure political rhetoric, appearing in corporate messaging, media commentaries, and everyday conversations, thus meeting the criteria for a true 'buzzword'.
Implications and Legacy
This accolade provides an unexpected boost to Prime Minister Takaichi's public messaging as she navigates complex economic and demographic issues. It signals a degree of cultural penetration for her political brand, though it remains distinct from direct polling on her government's popularity.
The phenomenon underscores how political language can sometimes transcend the parliamentary sphere and enter the broader cultural zeitgeist. The last time a phrase with such direct political connotations won the top prize was in 2020, with the term '3Cs' (closed spaces, crowded places, close-contact settings), related to Covid-19 guidance.
As 2025 draws to a close, 'Work to Win' stands as the official linguistic bookmark for Japan's year—a phrase that will be forever associated with the premiership of Sanae Takaichi and the national conversation she sought to shape.
