The Osaka Expo’s Myaku-Myaku mascot is seen in Osaka’s Konohana Ward on Oct. 13, 2025. (Mainichi/Haruno Kosaka)
TOKYO — “Myaku-Myaku” — the popular Osaka Expo mascot — “Trump tariffs” and “kokokomai” (“old, old, old rice,” referring to rice from three years ago) were among 30 words and phrases announced on Nov. 5 by The Year Book of the Contemporary Society almanac as nominees for this year’s new word and buzzword grand prix.
The top prize for the award, officially titled “The Year Book of the Contemporary Society selects — 2025 T&D Insurance Group new word and buzzword grand prix,” will be revealed on Dec. 1.
The uniquely designed Myaku-Myaku mascot for Expo 2025 Osaka, Kansai, Japan, initially drew skepticism and was called “creepy” by many, but after the Expo opened in April, stuffed toys and other goods featuring the mascot became wildly popular. In the economic sphere, in addition to Trump tariffs and old rice — the latter in reference to government rice stocks released to alleviate soaring rice prices — “high prices” was also nominated, reflecting consumer struggles with inflation.
The phrase “I will work, work, work, work and work,” spoken by Sanae Takaichi after becoming the first female prime minister in Japanese constitutional history, along with the term “female prime minister,” was also among the nominees. In her speech upon being elected president of the ruling Liberal Democratic Party, Takaichi said, “I myself will abandon the phrase work-life balance. I will work, work, work, work and work.” Her remarks drew a backlash from bereaved families of overwork victims for contradicting the government’s work-style reform efforts.
Another nominee, “Diploma 19.2 seconds,” comes from a controversial comment by former Ito, Shizuoka Prefecture, Mayor Maki Takubo, who lost her post in an academic fraud scandal. When asked how long she had showed her “diploma” to the speaker of the Ito Municipal Assembly and others, Takubo told the assembly’s investigative committee, “It’s not true that I showed it briefly; I understand it was about 19.2 seconds.”
“Old media,” a term used to criticize established mass media such as newspapers and TV, also made the nominee list.
Additionally, “Nagasode o kudasai” (“Please give me long sleeves”), a phrase said by Atsuhiro Tsuda of the comedy duo Diane during a variety show, was selected as a candidate.
From social media, the phrase “Ehho ehho,” inspired by a viral photo of a running owl chick, and “Choco mint yori mo anata” (“I like you more than chocolate mint”) from the song “Ai Scream!” by the voice actress unit AiScReam, which led to a surge of related videos on TikTok and other platforms, were also included among the candidates.
(Japanese original by Sahomi Nishimura, Tokyo City News Department)
AloJapan.com