SATO 2531

Background: The Japanese law requiring married couples to share the same surname has been a subject of controversy for over 40 years, with many arguing that it is discriminatory against women. This practice leads to issues such as the loss of female identity and career setbacks. Changing the law is difficult, particularly given that 90% of lawmakers in Japan are men. However, as women’s participation in society continues to rise, there is growing demand for this law to be reformed. Asuniwa, a leading gender equality organization, was founded to advocate for the legalization of separate surnames for married couples. Creative Idea: Asuniwa, a leading gender equality organization, partnered with Professor Yoshida from Tohoku University to conduct a study on the impact of Japan's outdated surname law. The results revealed that by 2531, "Sato" would be the only surname left in Japan, as the system forces women to give up their surnames, causing some to avoid marriage altogether. We presented this alarming finding at a press conference hosted by the Ministry of Health, Labour and Welfare. To spark social conversation, companies, artists, manga characters, and professional sports teams renamed their assets to "Sato." Armed with this data, we shared our findings with UN Women. Insights & Strategy: We focused on two key issues surrounding Japan's shared surname law: 1) 50A11:D36 that by 2531, “Sato” would be the only surviving surname in Japan. Our goal was to make politicians and the public realize that discrimination against women ultimately threatens everyone’s identity, accelerating the push for legal reform. This finding was shared through a press conference and further presented to UN Women to urge action. Execution: Phase 1: On the morning of April 1st, we released the startling finding that "by 2531, all Japanese people will have the surname Sato" at a government agency. This press release was covered by over 1,500 media outlets in 102 countries. Phase 2: By the afternoon of April 1st, 40 entities had renamed themselves "Sato." Companies updated logos and packaging, artists changed their names, and manga characters and professional sports teams shared the change on social media. This movement prompted politicians to publicly support the introduction of optional separate surnames on social media. Phase 3: In October, we presented the issue to the UN Committee on the Elimination of Discrimination against Women. The UN issued a recommendation urging the Japanese government to revise the law, highlighting the issue of shared surnames as a top priority for gender equality. Results: The press release reached over 1,500 media outlets across 102 countries. After years of stagnation, the UN issued a recommendation urging the Japanese government to revise the law within two years. 65% of elected officials supported the option of separate surnames. Additionally, a candidate advocating for the law change was elected prime minister. The study will now be included in curricula and textbooks to educate on gender discrimination. Public support for optional separate surnames reached a record-breaking 73%, signaling widespread backing for legal reform.