Unconventional candidates steal spotlight in Japan's historic elections

With Tokyo getting ready for its gubernatorial election on July 7, the cityscape is reportedly covered with campaign posters of serious contenders as well as a slate of controversial and inconsequential candidates that have gained public attention.

Incumbent Yuriko Koike and opposition candidate Renho Saito headline a record field of 56 candidates, focusing their campaigns on critical issues such as Japan’s declining birth rate, public spending priorities, and urban development challenges. Despite leading in polls, Renho faces a competitive race against Koike.

Among the rest of 54 candidates, figures who are grabbing attention include a supporter of polygamy dressed as The Joker, a former wrestler known as “AI Mayor” with a robotic-themed campaign, and a representative from the “Poker Party” advocating for political reform through card game symbolism.

These candidates, though unconventional, the varied dynamics of Tokyo’s electoral landscape.

The phenomenon of such candidates in Japan is not unique, 96-year-old serial inventor Yoshiro Nakamatsu — who claims he invented the floppy disk — has stood in the gubernatorial race eight times.

Even in the UK Count Binface and Elmo are mainstays.

However, analysts believe the elections has become a game of getting viral. Shinji Hirai, the governor of Tottori prefecture, even said in the local assembly on June 24 that the chaos on display in the Tokyo election showed that “democracy is at risk of collapse.”

“Some candidates seem to prioritize gaining attention over respecting democratic norms,” remarked Donna Weeks, a political science professor at Musashino University. She estimates that only a handful of the 56 candidates are genuinely focused on policy and governance.

Japanese electoral regulations bars paid advertisements and restrict campaign activities to ensure fairness. However, candidates receive equal airtime on public broadcaster NHK, a platform used creatively by candidates such as Airi Uchino, who attracted attention for a unique campaign approach.

The electoral campaign has also seen unconventional tactics by the NHK Party, leveraging their spots for humorous or attention-grabbing displays rather than strictly political messages, a move criticised for deviating from electoral norms.

Reflecting on the broader implications, political communication expert Tetsuro Kobayashi of Waseda University warned that the spectacle risks undermining serious political discourse and exacerbating voter disengagement.

As Tokyo prepares to cast its votes, the election’s outcome will not only shape the city’s future but also serve as a barometer of evolving electoral norms amidst the age of digital media and viral campaigns.