During Pahlavi Iran, the phrase "Javid Shah" was commonly used in official ceremonies and in public spaces. At the time, usage of the phrase was more a "psychological and social adaptation to the established order" rather than a sign of conscious political action.[3]
After the Iranian Revolution in 1979, the new revolutionary government banned all symbols of the Iranian monarchy, including the phrase "Javid Shah": violations risked arrest, torture, or even death. Owing to this, the phrase has become an act of opposition towards the government. A notable usage was from Mehdi Rahimi, who was a lieutenant general during the Pahlavi dynasty and was set to be executed by the Iranian government.[4] Before being shot, he shouted "Javid Shah" in salute to express his loyalty to the Iranian monarchy.[5] Since then, the phrase has become a form of "resistance and political protest".[6][7]
During the 2019–2020 Iranian protests, there were increasing calls from certain protesters for the restoration of the Pahlavi dynasty.[8] The slogan became more prominent during the Mahsa Amini protests among the Iranian opposition.[9] Thereafter, during the 2025–2026 Iranian protests, this slogan resurged in popularity along with several other pro-Pahlavi slogans, such as "This is the final battle, Pahlavi will return" and "Reza Shah, bless your soul".[10] There were several instances of the phrase being displayed in public places, including one in Isfahan[11] and another in Qom.[12]
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