The ‘Sanae effect’: Japan’s new Prime Minister turns handbag into hotcake
When Japan’s new Prime Minister Sanae Takaichi strode into office carrying a sleek black tote, she likely didn’t expect to spark a national shopping frenzy. But that’s exactly what happened.
The now-famous accessory — the Grace Delight Tote Bag by Hamano Leather Craft — has become the latest symbol of political chic, prompting what Japanese media are calling the “Sanae Effect.”
Within days of her first appearance as Prime Minister on October 21, searches for the bag skyrocketed, and the brand’s website was flooded with orders.
Priced at 136,400 yen (roughly ₹75,000), the handcrafted leather bag has gained fans not only for its symbolism but also for its practicality.
Weighing just 700 grams and roomy enough for A4 documents, it perfectly matches Takaichi’s image — efficient, polished, and firmly rooted in Japanese craftsmanship.
The Tokyo-based label, Hamano Leather Craft, founded in 1880, is no stranger to prestige — it has supplied bags to Japan’s Imperial Household for generations.
Following the Prime Minister’s debut, the company announced it had received a month’s worth of orders in just two days, with shipping now delayed until early next year. Some color variants have already sold out.
Even the local government in Miyota Town, where Hamano’s workshop is based, is riding the wave. Officials have promoted the bag on social media, encouraging citizens to buy through the hometown tax program to “support local artisans.”
Online, Japanese users are calling the bag “a symbol of domestic pride” and “a sign of confidence in homegrown brands.” Fashion watchers say the understated, traditional design complements Takaichi’s political persona — modern yet deeply tied to heritage.
It’s not the first time a political figure has influenced fashion trends. In South Korea, President Lee Jaemyung’s sneakers became a bestseller, and in the US, Donald Trump’s mugshot merchandise turned into a fundraising juggernaut.
However, in Japan, where subtlety speaks volumes, Takaichi’s simple tote has done what no campaign slogan could: turned quiet practicality into a national statement of support.