Surge in Searches and Orders After Debut at Official Events
"Gaining an Image of Lightness and Practicality"... Becoming a Symbol of Support
The tote bag frequently carried by Sanae Takaichi, the new Prime Minister of Japan, at official events is gaining popularity, sparking what is being called the "Sanae Effect."
According to Japanese media outlets such as Chunichi Sports on October 24, Prime Minister Takaichi's black tote bag has become a hot topic online, leading to a surge in orders for the brand.
Sanae Takaichi, the Prime Minister of Japan, is entering the Prime Minister's Official Residence in Tokyo carrying a black dot bag. Screenshot from the Official Website of the Prime Minister of Japan Photo by Yonhap News
The product in question is the "Grace Delight Tote Bag" from the traditional Japanese leather brand Hamano Leather Craft. Prime Minister Takaichi was seen using this bag on her first commute to the Prime Minister's Official Residence on October 21, and the product name quickly spread online. The bag is priced at 136,400 yen (approximately 1.28 million won), and is characterized by its lightweight natural leather-about 700 grams-and its practicality, with enough space to hold A4 documents. In addition to the black version used by Prime Minister Takaichi, the line is available in more than eight colors.
On October 26, Hamano Leather Craft announced on its official website, "In the past two days, we have received orders equivalent to a month's production at our factory," adding, "The estimated shipping date has been adjusted to February or March next year." Some colors are already reported to be sold out.
Founded in 1880, Hamano Leather Craft is an artisan brand with a history of supplying bags to the Japanese Imperial Household. The workshop is located in Miyota Town, Nagano Prefecture.
The "Grace Delight Tote Bag" from the traditional Japanese leather brand Hamano Leather Craft, which gained attention after being showcased by Japanese Prime Minister Sanae Takaichi. Screenshot from Hamano Leather Craft official website
The local government plans to leverage this opportunity to boost interest in the brand and promote regional production. The mayor of Miyota Town encouraged local consumption through social networking services (SNS), stating, "You can purchase it through the hometown tax program."
Online in Japan, reactions such as "It's nice to see a domestic luxury brand being used" and "I want to buy the Sanae bag" are spreading. Analysts note that the image emphasizing practicality and tradition aligns with the Prime Minister's style, and that political leaders' fashion items are being consumed as a kind of "symbol of support."
Previously, in Korea, President Lee Jaemyung's sneakers were sold out, while in the United States, merchandise featuring President Donald Trump's mugshot was used as a fundraising tool.
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