Recent years have seen issues around gender discrimination occupy prominent space in Japan’s political debates. From same-sex marriage to married couples’ last names, conservatives offer arguments in defense of the status quo while progressives call for changes to empower women and LGBTQ communities. Where is the public opinion on those issues, and what type of framing might move it? We answer these questions in an experimental survey on same-sex marriage, married couples’ last names, and female representation in the Diet and corporate boards. The results show that the Japanese public generally supports women’s advancement in society, pointing to a need for changes in the selection mechanism for candidates for critical positions. On same-sex relations, bias against them remains more persistent, especially among older generations, but support increases when the issue is framed in terms of human rights.