KEY TAKEAWAYS

• How are foreigners in Japan treated by the local Japanese in 2025?

• What does Japanese First! mean on the election trail in Tokyo, Japan?

• What do foreigners think of Japanese First! feeling the local Japanese have?

• How do Japanese locals feel about the slogan: Japanese First?

• Who is the Sanseito Party in Japan? Why are they called: Do It Yourself?

“Japanese First”: A Slogan That’s Stirring Up Something Bigger Than Politics?

Daniel TJ International Correspondent Tokyo, Japan

So, have you been hearing this slogan lately—“Japanese First”?

Yeah… I’ve been seeing it more and more lately. Painted on little red banners on the backs of vans, shouted from megaphones in the middle of Tokyo intersections, posted online, sometimes casually dropped in conversation like it's totally normal. And the thing is, depending on who’s saying it, it can mean totally different things.

I remember the first time I really stopped and thought about it. It was last summer, boiling hot, and I was grabbing a conbini iced coffee near Akihabara.

There was this guy in a suit, standing on top of one of those political campaign vans, sweating like crazy, yelling into a microphone. You know the type—voice cracking, one hand in a fist, the other pointing at the sky like he's summoning thunder. Behind him?

A big flag: “日本人第一” (Nihonjin Daiichi). "Japanese First."

It hit me weird. Like, I wasn’t sure how to take it. Was he angry? Was he proud? Was he afraid? Maybe all of it.

So, where did this come from?

From what I’ve seen, “Japanese First” isn’t exactly new. It’s more like a reboot. The phrase started gaining real traction sometime after 2015, especially in urban politics—Tokyo in particular.

You had politicians like Yuriko Koike, the Tokyo Governor, who started talking about things like “Tokyo Citizens First” ("Tomin First") during her campaigns.

That was supposed to be about cutting through bureaucracy and putting regular people—Tokyoites—at the center of policy.

But then… somewhere along the line, that phrasing started to shift. “Japanese First” became more literal.

Not just about citizens in general, but about ethnicity, culture, and a very particular idea of what it means to be Japanese.

Why now?

That’s the big one, right? Why are people saying this now?

Well, look around. Japan's population is shrinking, we’re importing more foreign labor than ever before, and society’s slowly starting to change.

There are more convenience store clerks with Vietnamese or Nepalese accents, more English being spoken in the cities, and more conversations about diversity and inclusion.

To some people, that feels threatening.

I was talking to an older guy I know in Saitama—he’s in his late 60s, super sweet guy, runs a small soba shop. He told me, “I don’t know who’s Japanese anymore.

Everybody looks different. I’m not saying it’s bad… but I feel like we’re disappearing.” And that hit me.

See, a lot of this “Japanese First” stuff comes from fear. Fear of change, of losing identity, of the unknown.

When people feel uncertain, they cling to something familiar—and for many, that’s their nationality, their culture, their language.

Who’s behind it?

It’s not just one political party, though some of the far-right nationalist groups have definitely latched on to the slogan.

You’ll hear it at protests, see it on Twitter, and yeah—there are even candidates in local elections that build their whole platform around it.

But it’s not always loud or angry. Sometimes it's just a quiet comment from a coworker, like: “Why are we hiring so many foreigners now?” Or “Japanese culture is getting lost.” It creeps in.

There are also people who use “Japanese First” in a more benign way—like focusing on revitalizing rural areas, supporting Japanese farmers, or protecting small traditional businesses. It’s not always xenophobic.

But… let’s be honest—it often leans that way when you dig a little deeper.

If it continues?

If this sentiment keeps spreading, I think Japan’s going to find itself at a crossroads. Like, what does it even mean to be Japanese anymore?

There are kids here growing up who were born in Japan but don’t have citizenship because their parents are foreign.

They speak Japanese, live in Japanese neighborhoods, go to Japanese schools—but they’re told they don’t belong. And slogans like “Japanese First” just make that divide wider.

What kind of society are we creating if we keep drawing lines like that?

How does it feel on the ground?

I’ll be honest—sometimes it feels tense. I’m a foreigner myself, though I’ve lived in Japan for over a decade.

I speak the language, pay taxes, follow the rules… but still, sometimes I feel like I’m just a guest in someone else’s house. Like I could be kicked out at any time if I stop being convenient.

But then, I’ve also had moments of real connection. Like the time I helped an elderly woman with her grocery bags and she invited me in for tea and warabi mochi.

Or the junior high school students who waved at me and said, “Thank you for teaching us!” in their best English.

Japan’s full of contradictions. That’s part of what makes it beautiful, and confusing, and sometimes frustrating.

You’ve got deep tradition right next to crazy innovation. You’ve got rigid etiquette but also wild creativity. And now… you’ve got this clash between an aging, cautious nation and a younger, more global-minded generation.

Where do we go from here?

Honestly, I don’t know. I think Japan’s going to have to make a choice—do we become a more open, inclusive society? Or do we double down on protecting the idea of Japan as it used to be?

And that’s where I think the “Japanese First” slogan could go either way. It could be a rallying cry for better support for local communities, better education, more pride in cultural traditions—those are good things!

But if it turns into a wall, a way to keep people out or shame those who don’t fit a narrow mold… well, that’s not the Japan I fell in love with.

Just one last thought...

If you're reading this and you're Japanese, or part-Japanese, or living here long-term—talk to people. Not on Twitter, not in heated debates—just in person, over coffee or dinner.

Ask what they think “being Japanese” really means. You’d be surprised how many different answers you’ll get.

And if you see someone shouting “Japanese First” from a van, maybe pause for a second before you roll your eyes or walk away.

Ask yourself what they’re really afraid of… and if there’s something deeper going on.

Sometimes, a loud slogan is just a mask for a quiet fear.

Anyway, that’s my two yen on the matter. Let me know what you think—really. I’d love to hear different perspectives.

HAVE YOU SEEN THIS? Where are the Japanese Locusts?