“The biggest factor behind the Liberal Democratic Party’s rapid recovery in support is Prime Minister Sanae Takaichi’s popularity.”

This was the analysis Reuters offered on the 8th in an article on the 6th ahead of Japan’s House of Representatives (Lower House) general election.

The ‘Takaichi boom’ was first confirmed by the numbers. Since taking power last October, approval for the Takaichi Cabinet has remained at 60~70% in multiple local polls, soaring far above the Liberal Democratic Party’s support, which hovered around 30%. During the campaign, thousands thronged rally sites, drawing local media attention. The LDP said an average of 5,000 people gathered for speeches across the country.

Her popularity stood out especially among the young. In a poll conducted by Fuji News Network (FNN) right after the dissolution of the Lower House, support for Prime Minister Takaichi among those aged 18~in their 20s was 88.7%, nearly 90%. In an NHK poll conducted when the Cabinet was launched, support among those aged 18~39 was 77%, far exceeding 38% for the Shigeru Ishiba Cabinet and 51% for the Fumio Kishida Cabinet.

From the start of her tenure, Prime Minister Takaichi’s handbags, pens, and cosmetics drew supporters’ interest, giving rise to the term ‘Sanakatsu’. It combines ‘oshi-katsu’referring to idol fandom activitieswith Takaichi’s nickname ‘Sana’. Reuters noted, “Prime Minister Takaichi is attracting attention among younger generations in a form accompanied by consumption and fan culture, and this phenomenon could influence the outcome of the House of Representatives election.”

As for the background to her popularity, observers first point to Prime Minister Takaichi’s personal narrative. She is a non-dynastic politician who grew up with a father employed by a manufacturing company and a mother who was a police officer. In Japan, where the share of hereditary lawmakers is high, Bloomberg noted that this trajectory appears to “strongly appeal to a generation that does not know Japan’s economic boom (era), as a record of rising to the highest position of power through effort rather than birth.”

Analysts also say her moves have set her apart from conventional politicians, such as the ‘drum performance’ she displayed during a summit with President Lee Jae Myung and taking a selfie with Italian Prime Minister Giorgia Meloni. She has been proactive in communicating via social media, and her X followers number 2.6 million. Some also argue that a messaging strategy that clearly signaled her preferencesactive fiscal spending and a strongly conservative approach to national securityresonated with younger voters.

However, Nikkei Asia pointed out that “it is questionable whether such enthusiasm will translate into actual votes by a younger generation indifferent to politics.” Even if the LDP wins by a landslide, the challenge will be to actually implement the policies it has touted to voters, such as a consumption tax cut. Reuters assessed that “Prime Minister Takaichi’s real fight may begin after the election.” Bloomberg added that “support stemming from social media can easily become unstable, creating the risk that her popularity will prove temporary.”

The Yomiuri Shimbun reported that among the leaders of 11 parties, Prime Minister Takaichi traveled the longest distance, covering about 12,480㎞ as she campaigned nationwide. The Tokyo Shimbun analyzed that the word she mentioned most often during the campaign was ‘investment’ (370 times), followed by ‘active fiscal policy’ (113 times), indicating a focus on communicating economic policy.