New CM for '9.99 Million Yen House' to Air Nationwide from April 1st, Resonating with the Question: 'Would You Rebuild at That Price?'

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

■ New "9.99 Million Yen House" CM to Air Nationwide from April 1st

Against the backdrop of an aging housing stock and government subsidies for energy efficiency, an increasing number of households are considering renovating or rebuilding their homes. While rebuilding can be expected to improve earthquake resistance and energy-saving performance, there is a persistent image that rebuilding is more expensive than renovating.

Amidst this, Aida Sekkei's custom-built "9.99 Million Yen House" has seen an increase in inquiries not only from first-time homebuyers but also from the rebuilding demographic of people in their 50s and older.

This commercial uses a comical story to present the perspective that "at this price, rebuilding is also an option" to households considering renovation. As a continuation of the TV commercial, a web-exclusive movie is also available on the homepage, revealing the secrets behind the affordability and quality of the "9.99 Million Yen House," set in the company's own pre-cut factory.

You can view it on the "9.99 Million Yen House" webpage (https://www.aidagroup.co.jp/order/view/37).

■ Survey on "Budget and Choices for 'Home Revitalization' Amidst High Prices and Soaring Material Costs"

To understand consumer attitudes towards the idea that "rebuilding becomes an option depending on the price," which is the theme of this commercial, we conducted a survey of 300 men and women between the ages of 50 and 69 who live in detached houses that are 20 years or older.

The survey results revealed that while many people living in older homes feel issues with comfort, such as insulation performance and aging facilities, they are also realistically considering not just renovation but also "rebuilding" as an option, depending on the cost conditions.

＜Survey Overview＞

Survey Period: March 13, 2026

Survey Method: Internet survey

Survey Target: Men and women aged 50 to under 70 living in their own detached house that is 20 years or older

Number of Valid Respondents: 300

Survey Organization: Freeasy

※When using the survey results from this release, please be sure to credit "Aida Sekkei Co., Ltd. Survey."

＜Survey Results＞

■ For detached houses over 20 years old, the biggest regret is "cold in winter, hot in summer"

First, when asked about "stress felt daily at home or points of regret you wish you had known before buying/building," the most common answer was "dissatisfaction with insulation performance," such as "it's cold in winter and hot in summer" (37.3%). Additionally, "aging facilities" (33.3%) and "the burden of repair costs" (32.3%) ranked high, suggesting that quite a few people living in homes over 20 years old feel challenges in terms of both "comfort" and "maintenance costs."

■ "Partial renovation" is the mainstream solution for aging homes

Next, when asked about "measures to take if the house deteriorates further," the most common response was "continue living there by partially repairing/renovating" (51.3%).

On the other hand, over a fifth (26.3%) chose to "maintain the status quo (do nothing and continue living as is)," indicating that a significant number of people have not yet made a major decision.

■ Most have "no idea" about the cost of a full renovation

When asked about their "cost image for a full renovation (complete overhaul/large-scale repair) of their home," the most frequent answer was "I have no idea at all" (35.3%).

Meanwhile, over a fifth of respondents (23.0%) estimated it would be "10 million yen or more," suggesting that many are aware that a large-scale renovation of an aging house could be quite costly.

■ With a budget of 10-15 million yen, most "don't know" what to do

When asked, "If you had a budget of 10 to 15 million yen to spend on your home, which option would you choose?" the most common answer was "I don't know" (40.3%).

This revealed that when considering home revitalization, many people are unable to compare and are torn between renovation and rebuilding.

■ Over 40% would "consider rebuilding" if they could build a new house for 10-15 million yen

Furthermore, when asked, "What would you do if you could rebuild your home into a new one for 10 to 15 million yen?" the combined responses of "I would definitely want to rebuild" (11.0%) and "I would want to rebuild depending on the conditions" (34.3%) showed that more than 40% (45.3%) would positively consider rebuilding.

This made it clear that rebuilding, which previously had a strong image of being "expensive," quickly becomes a realistic option depending on the cost conditions.

Amid dissatisfaction with comfort and repair costs, the latent need to "have a new house for the same budget" has become apparent.

＜Relationship between the CM and Survey Results＞

What this survey revealed is "the large number of people who are undecided between renovation and rebuilding" and "the psychology of leaning towards rebuilding depending on the price."

Based on this consumer consciousness, the new commercial features a couple's interaction that leads to the realization that "at that price, rebuilding is also an option." By overlapping the survey results with the content of the commercial, the structure has a higher persuasive power as a proposal that aligns with the real decision-making of consumers.

＜CM Overview＞

Title: "The Wife Who Doesn't Want to Renovate" version (15 sec)

　　　　　"The Wife Who Wants to Know the Reason" version (15 sec)

URL: https://www.aidagroup.co.jp/

TV Broadcast Start: Wednesday, April 1, 2026

Broadcast Area: Nationwide (excluding some regions)