Takaichi Energizes Younger Voters in Japan Ahead of Snap Election

Japan’s Prime Minister Sanae Takaichi is energising younger voters ahead of the February 8 snap lower house election, with opinion polls showing overwhelming support among people in their 20s and 30s, though doubts remain over whether that enthusiasm will translate into votes. According to aNikkei Asiareport, interest among young voters is reflected in approval ratings for Takaichi’s cabinet, which stood at 67% overall in a late-JanuaryNikkei–TVTokyo poll. Support was strongest among younger age groups, with 84% of respondents in their 20s and 78% of those in their 30s backing her, compared with 53% among people aged 70 and above. Takaichi’s appeal to younger voters goes beyond policy positions. Her rise as Japan’s first female prime minister has injected fresh energy into a political system long dominated by older men, even as questions persist over whether a typically politically disengaged younger generation will turn out to vote on election day. “The fact that a woman became prime minister itself is being met with a sense of expectation,”Nikkei Asiaquoted Momoko Nojo, the founding director of NO YOUTH NO JAPAN, a nonprofit organisation that works to encourage political participation among young people, as saying. Yuiko Fujita, an associate professor at the University of Tokyo’s Graduate School of Interdisciplinary Information Studies who specialises in youth culture and media, said the trend was being driven by a sense that change was underway. “Until now, politics has been dominated by senior male figures. The fact that the prime minister is now a woman, someone with a different background from what people are accustomed to, creates a feeling that something is shifting,”Nikkei Asiaquoted Fujita as saying. “Young people pay the closest attention to economic policy, and her emphasis on the economy has further strengthened the perception that change may be on the horizon,” Fujita added. Takaichi has also drawn attention for personal remarks that have struck a chord with younger audiences. “I love Korean seaweed. I use Korean cosmetics, and I watch Korean dramas,” she said at an October 21 press conference at the prime minister’s office. Known for her fondness for heavy metal, she also played drums alongside South Korean President Lee Jae Myung during his visit to Japan last month. Such moments are viewed positively by young people, Fujita said. Her communication style has also been key, according to Takehiko Nishino, a senior researcher at Dai-ichi Life Research Institute. “Her words are extremely clear and definitive,” he toldNikkei Asia. “As reflected in her remarks such as, ‘I will work, work, work, work and work,’ she uses language that is simple and direct, and that resonates strongly with younger generations,” Nishino added. Takaichi’s presence is amplified online. Posts about her are widespread on platforms such as YouTube and X, where her official accounts have more than 850,000 subscribers and over 2.6 million followers, far exceeding those of her predecessor, Shigeru Ishiba. Tsukasa Tanihara, an associate professor at Ritsumeikan University, toldNikkei Asiashe had built a strong online base even before becoming prime minister. “There is nothing particularly distinctive about her online output compared with previous prime ministers,” he said, adding that “because her presence in the real world is strong, attention is effectively carried over into the online space.” Her popularity has spawned a new term, “Sanakatsu,” combining “Sana” from her first name with “katsu,” used for fan-driven campaigns. Supporters have identified brands of pens and bags she uses, sending sales of those items surging. “Some people engage in ‘deep’ Sanakatsu, such as relatively conservative voters who supported Takaichi even before she became prime minister,” Nishino said. “There is also a more ‘light’ form, closer to fan culture, among people who previously had little interest in politics but became more interested in Takaichi after she became prime minister.” Despite the buzz, translating enthusiasm into votes remains a challenge. Japanese election campaigns have traditionally focused on older voters, who are both more numerous and more reliable at the polls. By 2030, people aged 50 or over are projected to make up more than 60% of eligible voters. Turnout among younger voters remains low: just 36% of those aged 21 to 24 voted in Tokyo’s October 2024 lower house election, compared with 72% of those aged 70 to 74. While other parties have also mobilised younger voters in recent elections, gains in turnout have been modest. Participation among those aged 20 to 24 rose in the 2025 upper house election but stood at 42.60%, with turnout among those aged 25 to 29 at 51.97%. Overall turnout was 58.51%. Takaichi’s personal popularity has yet to translate into stronger support for the ruling Liberal Democratic Party. In aNikkei–TVTokyo poll, only 40% of respondents aged 18 to 29 said they would vote for the LDP in the lower house election, matching the figure across all age groups. Fujita said backing Takaichi and turning out to vote are separate issues. “Many young people hold strong negative feelings toward politics dominated by senior men,” she said. “Even if they support Takaichi, it is unlikely they would automatically vote for such LDP candidates if they were to run in their local districts.” With inputs from agencies US-brokered Ukraine-Russia talks began in Abu Dhabi amid ongoing Russian attacks. The Kremlin insists the war will continue until Ukraine accepts Moscow’s demands, while Zelenskyy says security guarantees are essential and accuses Russia of not taking diplomacy seriously. Get the latest stories delivered straight to your inbox.