"9.99 Million Yen House" New TV Commercial to Air Nationwide from April 1st, "Would You Rebuild for That Price?" Receives Strong Response

Aida Design Co., Ltd. (Headquarters: Ageo City, Saitama Prefecture, Representative Director and President: Sadamitsu Aida) will begin airing new TV commercials for its custom-built home product "9.99 Million Yen House," titled "Wife Who Doesn't Want to Renovate" and "Wife Who Wants to Know the Reason," nationwide (excluding some regions) from Wednesday, April 1, 2026.

"Wife Who Doesn't Want to Renovate" episode

New TV Commercial for "9.99 Million Yen House" to Air Nationwide from April 1st Against the backdrop of an aging housing stock and government subsidies related to energy conservation, more households are considering home renovations or rebuilding. While rebuilding can improve seismic resistance and energy efficiency, there is a strong perception that rebuilding is more expensive than renovating. Amidst this, inquiries for Aida Design's custom-built home "9.99 Million Yen House" are increasing, not only from first-time homebuyers but also from households aged 50 and above considering rebuilding. This commercial comically depicts the perspective that "rebuilding can also be an option at this price" for households considering renovation. On the website, a web-exclusive movie, a continuation of the TV commercial, introduces the secrets behind the affordability and quality of the "9.99 Million Yen House" at the company's pre-cut factory. You can view it from the "9.99 Million Yen House" webpage (https://www.aidagroup.co.jp/order/view/37).

Survey on "Budget and Choices for 'Home Regeneration' Amidst Rising Prices and Material Costs" To understand consumer awareness regarding the idea that "rebuilding can also be an option depending on the price," which is the theme of this commercial, a survey was conducted targeting 300 men and women aged 50 to 70 living in detached houses built 20 years ago or more. The survey results revealed that while many people living in older homes feel issues with comfort, such as insulation performance and equipment deterioration, rebuilding is also being considered as a realistic option depending on cost conditions, not just renovation.

＜Survey Overview＞ Survey Period: March 13, 2026 Survey Method: Internet survey Survey Target: 300 men and women aged 50 to 70 living in owner-occupied detached houses built 20 years ago or more Number of Valid Responses: 300 Survey Institution: Freeasy ※When using the survey results in this release, please be sure to specify "According to Aida Design Co., Ltd."

＜Survey Results＞ ■ For detached houses over 20 years old, the most common regret is "cold in winter, hot in summer" First, when asked about "daily stresses felt at home or regrets that they wished they had known before purchasing/building," the most common answer was "dissatisfaction with insulation performance" (37.3%), such as "cold in winter and hot in summer." Additionally, "deterioration of equipment" (33.3%) and "burden of repair costs" (32.3%) were also high, indicating that many people living in houses over 20 years old feel issues with both "comfort" and "maintenance costs." Daily stresses felt at home or regrets that they wished they had known before purchasing/building

"Partial renovation" is the mainstream for aging countermeasures Next, when asked about "measures to take if the house further deteriorates," the most common answer was "continue to live by partially repairing/renovating" (51.3%). On the other hand, over 20% (26.3%) chose "maintain current state (continue to live as is without doing anything special)," suggesting that many people are hesitant to make a major decision. Measures to take if the house further deteriorates

"No idea" is the most common answer for full renovation costs When asked about "cost image for a full renovation (complete overhaul/large-scale repair) of their home," the most common answer was "no idea at all" (35.3%). However, over 20% (23.0%) anticipated "10 million yen or more," indicating that many people are aware of the possibility of significant costs for large-scale renovations of aging homes. Cost image for a full renovation (complete overhaul/large-scale repair) of their home

"Don't know" is the most common answer if spending 10-15 million yen When asked "what choice they would make if they were to spend a budget of 10-15 million yen on their home," the most common answer was "don't know" (40.3%). This revealed that many people are confused and unable to compare renovation and rebuilding when considering home regeneration. What choice they would make if they were to spend a budget of 10-15 million yen on their home

Over 40% would "consider rebuilding" if a new house cost 10-15 million yen Furthermore, when asked "what they would do if their home could be rebuilt into a new house for 10-15 million yen," combining "definitely want to rebuild" (11.0%) and "want to rebuild depending on conditions" (34.3%) resulted in over 40% (45.3%) actively considering rebuilding. Rebuilding, which previously had a strong image of being "expensive," clearly becomes a realistic option depending on cost conditions. Amidst dissatisfaction with comfort and repair costs, a latent need to "want a new house for the same budget" has become apparent. What they would do if their home could be rebuilt into a new house for 10-15 million yen

＜Relationship between CM and Survey Results＞ What became clear from this survey was the "large number of people confused between renovation and rebuilding" and the "psychology of leaning towards rebuilding depending on the price." The new commercial, based on these consumer perceptions, aims to lead to the realization that "rebuilding can also be an option at that price" through the interaction between a husband and wife. The alignment of the survey results and the content of the commercial creates a more persuasive proposal that resonates with consumers' real decision-making processes.

＜CM Overview＞ Title: "Wife Who Doesn't Want to Renovate" (15 seconds) "Wife Who Wants to Know the Reason" (15 seconds) URL: https://www.aidagroup.co.jp/ TV Broadcast Start: Wednesday, April 1, 2026 Broadcast Area: Nationwide (excluding some regions) "Wife Who Doesn't Want to Renovate" episode storyboard

"Wife Who Wants to Know the Reason" episode storyboard

Aida Design Co., Ltd. Headquarters: 3-10-11 Imaizumi, Ageo City, Saitama Prefecture 362-0047 Phone: 050-3100-2611 (main) Representative: Sadamitsu Aida, Representative Director and President Stock: Tokyo Stock Exchange TOKYO PRO Market (Securities Code: 2990) Established: January 6, 1981 Capital: 100 million yen Number of Employees: 1,029 (as of March 31, 2025) Business Activities: Real estate, construction, architectural design, land development, pre-cut processing, non-life insurance agency, etc. URL: https://www.aidagroup.co.jp/