TOKYO, Japan: Japan's general election has taken an unexpected turn, with social media buzz, sold-out fashion accessories, and snack endorsements helping fuel a youth-driven wave of support for conservative Prime Minister Sanae Takaichi just days before voters head to the polls.

The 64-year-old leader has become the unlikely face of a phenomenon dubbed sanakatsu, or "sanamania," which polls suggest could deliver her a decisive mandate in the election on February 8 and underpin plans to ramp up spending to revive Japan's sluggish economy.

Backed by strong personal popularity, Takaichi's ruling coalition could win as many as 300 seats in the 465-seat lower house, according to polls published this week. That would mark a dramatic reversal after her predecessor resigned following defeats in multiple elections over the past 15 months.

More striking has been Takaichi's appeal among voters under 30, estimated at over 90 percent in one recent poll. Her overall popularity stands at around 60 percent.

The online fervour has spilled into consumer demand. The US$900 black leather handbag she regularly carries is now sold out, while items ranging from her pink ballpoint pen to shrimp rice crackers she was spotted holding on a train have sparked online buzz.

Takanori Kobayashi, director at Hamano, the company behind the handbag, said demand has surged well beyond its usual customer base.

"The bag is usually bought by people in their forties or fifties," Kobayashi said at the firm's factory in Nagano, central Japan.

"But since it became well known, probably through social media, we have seen a lot of interest from customers in their twenties and thirties."

Social Media Savvy

Takaichi's online following far outpaces that of her political rivals. She has about 2.6 million followers on X, compared with around 64,000 for Yoshihiko Noda, leader of the main opposition party. Her approval ratings are almost double those of her traditionally male-dominated Liberal Democratic Party, according to a poll released Monday by public broadcaster NHK.

Her viral content has set her apart in Japan's typically restrained political culture, including clips of her drumming to the song "Golden" with South Korean President Lee Jae-myung and singing "Happy Birthday" in Italian to Italy's Prime Minister Giorgia Meloni.

When she called a snap election on January 19, Takaichi framed it as a direct test of her leadership.

"Can you entrust the management of the nation to Sanae Takaichi? I ask the people directly to judge," she said.

She described the move as a way to seek endorsement for policies including fiscal expansion and stronger defences against China's growing military power.

At a campaign rally in Akihabara, Tokyo's anime and gaming district, supporters cited both her messaging and style.

"A lot of young people follow social media these days, and I think there's been an increase in conservative thinking among them," said Haruka Okuyama, a 32-year-old office worker attending her first rally.

Takaichi often references her modest upbringing — the daughter of a police officer and a car company worker — and has cited Margaret Thatcher as an inspiration.

"She has a clear, decisive way of speaking," said Takeo Fujimura, a 24-year-old clerical worker volunteering at the rally. "She communicates in a bright, positive way, and I think that energy resonates with young people."

Still, some voters remain undecided.

"Prices are so high," said Tomomi Kawamura, a 37-year-old housewife. "I want something done about that."

Analysts say turnout among younger voters remains a key uncertainty. But even a narrower win would underscore how Takaichi's personal appeal has revived her party's fortunes.

"The power of her personality seems to be transcending politics," said David Boling, a principal at The Asia Group.