Understanding Japan's Buzzword of the Year Award
The "New Words and Buzzwords of the Year" award has been a Japanese year-end tradition since 1984. Published by Jiyukokuminsha, the award recognizes words and phrases from their publication "Modern Terminology: A Dictionary of Contemporary Knowledge" that best capture the spirit of each year.
In 2025, the award was renamed the "T&D Insurance Group New Words and Buzzwords of the Year" with a new sponsor. Announced annually on December 1st, the selection process involves choosing approximately 30 nominees from 60 words featured in the dictionary, with a selection committee ultimately deciding on the Top Ten and the Grand Prize winner.
The selection committee comprises experts from diverse backgrounds, including rakugo storyteller Hakuzan Kanda, cartoonist Yakumitsuru, comedian Patrick Harlan, and others.
Prime Minister Takaichi's Controversial Statement
In October 2025, Sanae Takaichi became Japan's first female Prime Minister in constitutional history. At a press conference immediately following her election as Liberal Democratic Party president, she made a memorable statement: "I will work, work, work, work, work."
This declaration went beyond a simple commitment, as it was accompanied by additional remarks about "abandoning the concept of work-life balance" and making everyone "work like horses." These combined statements drew significant public attention.
Takaichi has demonstrated her dedication to these words, reportedly holding study sessions at the Prime Minister's residence at 3 AM. At the award ceremony, she clarified: "I have no intention of encouraging people to overwork. I'm not glorifying long working hours," though the controversy continued.
Divided Public Reaction
Japanese society's response to this statement was sharply divided.
Critical Voices
The strongest criticism came from families of karoshi (death from overwork) victims and labor issue experts. Noriko Nakahara, who lost her physician husband to overwork-induced suicide, held a press conference after the award announcement, stating: "If such words become normalized, we'll never eliminate death from overwork" and "This is like whipping the families of victims."
The business community also expressed concern, noting the statement contradicts years of work-style reform efforts. Critics labeled it a "return to Showa-era work culture" and "anachronistic."
Supportive Perspectives
Conversely, some voiced understanding that the statement reflects "the reality that women must work even harder than men to become Prime Minister." Particularly among the Showa generation, some expressed nostalgia, saying "that's what work used to be like."
Others defended the statement as expressing Takaichi's determination to "dedicate everything for the people," arguing it shouldn't be taken literally.
Debate Over the Award Selection
This year's award also sparked discussion about the selection criteria itself.
Questions About Popularity
Many social media users questioned: "Did anyone actually use this phrase?" and "Was it really a buzzword?" The award traditionally focuses less on "words people use in daily conversation" and more on "words that symbolize the year's social climate."
Concerns About Political Intent
The Buzzword Award has historically faced criticism regarding political word selections. In 2014, the simultaneous selection of "collective self-defense" and "No way, no no" caused controversy when selection committee members later admitted to intentionally pairing them with political intent.
Similar speculation arose about this year's "Work, Work, Work" selection, with many wondering if the committee intended to send a particular message.
Reflecting Japanese Society
Selection committee member Hakuzan Kanda commented: "More than any entertainment, the political developments themselves felt like a dramatic series this year."
In 2025, while Japan achieved the historic milestone of its first female Prime Minister, the country continues to rank low in the Global Gender Gap Index. The reality that Takaichi had to "abandon work-life balance" to become Prime Minister highlights ongoing challenges in achieving gender equality in Japan.
Furthermore, amid inflation, labor shortages, and AI advancement, the award reflects a broader questioning of work itself in a rapidly changing environment.
Other Top Ten Winners
Beyond "Work, Work, Work," several other phrases symbolizing 2025 made the Top Ten:
- Trump Tariffs - Re-elected President Trump's tariff policies impacting the global economy
- Triple-Old Rice - Distribution of aged rice becoming newsworthy amid inflation
- Ehho Ehho - Phrase born from viral photos of barn owl chicks
- National Treasure (Watched It) - The film "National Treasure" becoming the highest-grossing live-action Japanese film ever
- Emergency Hunting/Bear Damage - Increased bear encounters and new emergency hunting regulations
- Two Seasons - Warning about climate change shifting from four seasons to two
- Old Media - Debate about the relevance of traditional newspapers and television
These diverse selections reflect the complexity of Japanese society in 2025, spanning politics, economics, environment, and entertainment.
Conclusion
The selection of Prime Minister Sanae Takaichi's "Work, work, work, work, work" as Japan's Buzzword of the Year transcends mere linguistic trends, highlighting fundamental issues facing modern Japan: work culture, gender equality, and the relationship between politics and media.
This award may serve as a catalyst for more constructive dialogue about healthy work practices and genuine gender equality in Japanese society. Whether it sparks meaningful change or merely reflects ongoing challenges remains to be seen, but the debate itself demonstrates Japan's evolving consciousness about these critical issues.
Reactions in Japan
Takaichi's 'work work work' won the Buzzword Award? Who actually used this phrase? I've never heard it once. Aren't the selection committee's sensibilities off?
This shows the reality that women have to work this hard to become Prime Minister. Breaking the glass ceiling isn't easy.
My heart aches hearing from families of overwork victims. After all the work-style reforms, how can such a phrase become Buzzword of the Year?
As someone from the Showa era, I can relate to this somewhat. Everyone worked like this back then. But it might not fit modern times.
If this is the Buzzword of the Year, what were all our efforts for work-style reform? This completely goes against the times.
I sense Takaichi's determination in these words. It's a statement of commitment to serve the nation fully, not asking citizens to work long hours.
The Buzzword Award is too politically charged every year. I wish they'd choose words from brighter topics.
Study sessions starting at 3 AM? I'm genuinely worried. The PM's health matters too. What if she collapses?
The AI-like repetition made it memorable, but not in a good way. Abandoning work-life balance isn't something you should say in this era.
You can see the selection committee's ideology showing through. Too much political messaging.
The Buzzword Award has no authority anymore. They're not choosing words that actually trended, just what the committee wants.
Having a female PM is wonderful, but the social structure requiring such work habits to achieve it is the real problem.
The rhythm of the phrase is catchy, but the content is too anachronistic. It's Reiwa era but feels like Showa.
I cried watching the press conference by families of overwork suicide victims. I wish they'd considered how many people this word would hurt.
I understand Takaichi's intent, but her delivery was poor. People in influential positions should choose their words more carefully.
There are more fun words in the Top Ten like 'Ehho Ehho' and 'National Treasure,' so why did this win the Grand Prize?
So politics was the most entertaining thing in 2025? Just as the committee member said. But I have mixed feelings.
In Japan with its low Gender Gap Index, this symbolizes the difficulty for women to reach the top. A historic moment we can't celebrate.
This phrase becoming Buzzword of the Year amid work-style reforms. The irony is too strong to even laugh at.
She said repeating 'work' five times was because of her Kansai dialect intonation, but still, that's way too many times (lol)
The fact that Japan's first female PM had to sacrifice work-life balance clearly shows gender equality challenges in Japan. Such comments would be unthinkable in Western countries.
While long working hours are often seen as a virtue in Asia, it's surprising that such statements are being praised in 2025. Hasn't the era changed?
Even though 'karoshi' is internationally known, the PM makes such a statement. Japan's work culture is truly a serious problem.
In Germany, working hour restrictions are strictly enforced. Japanese leaders making such statements is problematic from a workers' rights perspective.
Women having to work harder than men to gain power isn't unique to Japan. But openly declaring it is anachronistic.
South Korea also struggles with long working hours, but improvements have been progressing recently. Isn't it time for Japan to change too?
In France, the 35-hour workweek is standard. This statement by Japan's PM is unbelievable to French people.
In Sweden, work-life balance is top priority. Leadership isn't about self-sacrifice, but working efficiently.
In Australia, we commonly think 'work to live, not live to work.' Japanese culture is interesting, but I'm concerned about health aspects.
Long working hours are also an issue in India, but government leaders don't make statements promoting it. I'm surprised by Japan's situation.
As a Brazilian, I can't imagine a life only about work. Time with family and friends is most important. The Japanese PM's statement shows cultural differences.
In the UAE, female leaders are increasing, but they succeed while maintaining work-life balance. There should have been another path for Japan's female PM.
Diligence is valued in Russia too, but sacrificing health isn't promoted. I hope Japanese leaders also take care of their own health.
In Mexico, we have a 'mañana (do it tomorrow)' culture. The complete opposite of Japan. I think balance is important.
Poland also has working hour issues, but EU regulations have improved things. Shouldn't Japan align with international standards?
In Egypt, time with family is highly valued. Work is important, but it's not everything in life. The Japanese PM's statement is too extreme.
In Italy, we have the concept of 'dolce far niente (the sweetness of doing nothing).' Rest is as important as work.
In the Netherlands, part-time work is common and work-life balance is excellent. I think Japan should move in this direction.
As a Japanese-Canadian, this news from Japan gives me mixed feelings. A female PM is wonderful, but the cost is too high.
Long working hours are an issue in America too, but politicians don't openly promote it. I want to understand Japan's cultural background.