Millions in Japan are voting in a snap election called by Prime Minister Sanae Takaichi, whose coalition is predicted to clinch a decisive win.
Just months after she was elected by lawmakers, Takaichi decided to go to the polls to seek the public's mandate.
Polls show her Liberal Democratic Party's (LDP) coalition with the populist Japanese Innovation Party could bag up to 300 of the 465 seats in the Lower House, marking a turnaround for the LDP which lost control of both chambers of Japan's parliament last year.
The conservative leader has won over some voters by offering tax cuts and subsidies, but critics say these will deal a heavy blow to Japan's sluggish economy.
Nearly 4.6 million people had cast early ballots as of a week ago, down 2.5% from the previous election in 2024, with the decline attributed to heavy snow in the northern and western regions.
Observers say Takaichi's personal popularity may help boost the LDP's showing in this election.
An admirer of former UK leader Margaret Thatcher, Takaichi has long pursued the ambition of becoming Japan's 'Iron Lady'. A known ally of Japan's late former PM Shinzo Abe, she advocates similar positions including strong defence and nationalist policies.
Despite her traditional views on gender and family, Takaichi has proven especially popular among young voters between the ages of 18 and 30, polls show. Approval ratings for her government have mostly hovered above 70% since she first took office in October.
She has garnered a strong following on social media, with 2.6m followers on X. The LDP's campaign video which she fronted was streamed over 100 million times in less than 10 days.
The 64-year-old has also become an unlikely fashion icon as 'sanakatsu' - which roughly translates to 'Sanae-mania' - has spread, making her style a topic of interest.
However, some are not convinced her popularity will translate into votes. Political science professor Koichi Nakano cautioned that this is not a presidential election, but a parliamentary election, where the LDP's candidates face scrutiny due to past scandals.
The snap election is seen as a gamble for Takaichi, especially with a more unified opposition. Major hurdles for the LDP include how to alleviate concerns over financial fragility while maintaining public support.
As Takaichi pursues strong ties with allies like US President Donald Trump, she navigates a complex political landscape amid tensions with China. Her previous comments regarding Japan's potential self-defense actions have not helped in that regard.
