A YouTube-born political movement in Japan has shaken the nation’s political landscape by bringing anti-foreigner sentiments into the mainstream. The Sanseito party, also known as the “Japanese First” party, surged in popularity during the recent upper house elections, capitalizing on public frustration over immigration, tourism, and economic insecurity.
Founded during the COVID-19 pandemic, Sanseito leveraged social media platforms—particularly YouTube—to reach a growing base of disillusioned young voters. The party’s YouTube channel now surpasses the ruling Liberal Democratic Party (LDP) in followers and engagement, enabling it to rally significant support among voters aged 18 to 39, especially young men.
In the July 20 election, Sanseito expanded its representation in the 248-member House of Councillors from a single seat to at least 14, marking a major political breakthrough. While still a minority, this leap signals a dramatic shift in Japanese politics and public mood.
The party’s platform combines populist nationalism with strict anti-immigration rhetoric, portraying foreign residents and tourists as threats to Japanese culture, safety, and land sovereignty. Its leaders frequently accuse the government of allowing a "silent invasion" of Japan, tapping into widespread concerns over overcrowded tourist sites, foreign land ownership, and cultural erosion.
This wave of populism has emerged amid economic strain. Many Japanese are grappling with rising prices—staples like rice have doubled in cost over the past year—and stagnant wages. These hardships have intensified public resentment, with immigrants and foreign visitors often used as scapegoats for broader socioeconomic issues.
The government, led by Prime Minister Shigeru Ishiba, lost its majority in the upper house following the election. In response to growing public pressure, authorities have introduced new measures targeting foreign residents, including proposals to restrict land purchases and tighten regulations on foreign driver’s licenses. A cross-agency task force was established earlier this month to address these concerns.
Sanseito’s rise has already begun influencing national policy. The LDP, once firmly pro-globalization, has shifted its tone on immigration and foreign influence to reflect voter sentiment. With no majority in the upper house, the government may be forced to negotiate with smaller parties, including those aligned with or influenced by Sanseito’s views.
The party’s leader, Sohei Kamiya, presents himself as a defender of Japan’s traditional values, with a platform that echoes elements of Donald Trump’s right-wing populism. He promotes welfare protections exclusively for Japanese citizens, constitutional reforms reinforcing national identity, and opposition to foreign labor.
As Japan prepares for crucial international negotiations, including trade talks with the United States, the political instability and rise of nationalist sentiment pose new challenges. Investors are increasingly wary, especially with looming fiscal deadlines and rising public debt.
Sanseito’s success reflects a broader transformation in Japanese politics, where digital platforms can now drive grassroots movements with nationwide impact. While the party’s views remain divisive, its rapid ascent demonstrates the power of social media and public discontent to reshape traditional power structures.