“Home is a stage for your ideal life, not just real estate”—Hearst Fujingaho releases 2026 Standards for Luxury Consumers’ Housing
Hearst Fujingaho conducted a survey on 'Luxury Consumers' (women spending 1M+ JPY per transaction). The results show a significant polarization in the housing market, with the 300M+ JPY segment doubling and a shift toward viewing homes as fluid bases for self-actualization.
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- 📰 Published: March 28, 2026 at 16:40
- 🔍 Collected: March 28, 2026 at 21:59 (5h 19m after Published)
- 🤖 AI Analyzed: April 24, 2026 at 09:14 (635h 14m after Collected)
Hearst Fujingaho Co., Ltd. (HQ: Minato-ku, Tokyo; CEO: Nicolas Floquet) has conducted the latest awareness survey on 'housing,' focusing on 'Luxury Consumers' based on its unique definition. This survey, following up on a study from three years ago, captures the real transformation of how these consumers value and act regarding their homes in an economic climate where inflation and a weak yen have become normalized.
[Definition of 'Luxury Consumer' in this report]
This survey focuses on the segment capable of making proactive decisions on high-amount discretionary spending based on their own values. Out of 2,277 media readers and E-commerce members, 357 women who spend 1 million JPY or more per transaction in the past year were defined as 'Luxury Consumers.'
[Survey Report Summary]
1. 'Housing' as an Asset and Strong Decision-Making Power
- Active consumption and strong asset background: Luxury Consumers show a 72% homeownership rate and a 41% second-house/villa ownership rate. Approximately 60% of respondents feel their home's asset value has increased, and 25% are specifically considering 'moving or reallocating assets.'
- Proactive decision-making: Luxury consumers tend to take high leadership in choosing their housing (9pt higher than other respondents).
2. Deepening Market Polarization and Changing Awareness
- Deepening market polarization: The intention to purchase a primary residence decreased by 5pt, and the volume zone for purchase budgets (50M-300M JPY) shrank by 17pt. Conversely, the segment for 300M+ JPY doubled, and an ultra-high-end segment (500M+ JPY) representing 2% emerged, showing rapid polarization over three years.
- Shift in purpose for second homes: The desire for multi-base living remains high, with 'for personal hobbies' rising to 49% (+18pt) as a reason for purchasing a second home or villa. It is becoming a 'fluid base' for living more authentically.
3. Asset Formation for 'Self-Actualization' and Second Homes
- Intellectual investor mindset: From text mining of high-heat free-answer responses (86% response rate), 'asset formation' emerged as the top keyword necessary for realizing ideals.
- Housing as infrastructure for freedom: Another core keyword, 'second house,' is no longer a luxury item but has evolved into infrastructure that seamlessly connects daily and extraordinary life. Over 30% are considering flexible alternatives rather than sticking to ownership, signaling a trend toward pursuing fluid residential styles that continue to explore bases according to life stages.
■ Continuing survey from 3 years ago. Unique female wealthy group: 'Luxury Consumers'.
[Definition of 'Luxury Consumer' in this report]
This survey focuses on the segment capable of making proactive decisions on high-amount discretionary spending based on their own values. Out of 2,277 media readers and E-commerce members, 357 women who spend 1 million JPY or more per transaction in the past year were defined as 'Luxury Consumers.'
[Survey Report Summary]
1. 'Housing' as an Asset and Strong Decision-Making Power
- Active consumption and strong asset background: Luxury Consumers show a 72% homeownership rate and a 41% second-house/villa ownership rate. Approximately 60% of respondents feel their home's asset value has increased, and 25% are specifically considering 'moving or reallocating assets.'
- Proactive decision-making: Luxury consumers tend to take high leadership in choosing their housing (9pt higher than other respondents).
2. Deepening Market Polarization and Changing Awareness
- Deepening market polarization: The intention to purchase a primary residence decreased by 5pt, and the volume zone for purchase budgets (50M-300M JPY) shrank by 17pt. Conversely, the segment for 300M+ JPY doubled, and an ultra-high-end segment (500M+ JPY) representing 2% emerged, showing rapid polarization over three years.
- Shift in purpose for second homes: The desire for multi-base living remains high, with 'for personal hobbies' rising to 49% (+18pt) as a reason for purchasing a second home or villa. It is becoming a 'fluid base' for living more authentically.
3. Asset Formation for 'Self-Actualization' and Second Homes
- Intellectual investor mindset: From text mining of high-heat free-answer responses (86% response rate), 'asset formation' emerged as the top keyword necessary for realizing ideals.
- Housing as infrastructure for freedom: Another core keyword, 'second house,' is no longer a luxury item but has evolved into infrastructure that seamlessly connects daily and extraordinary life. Over 30% are considering flexible alternatives rather than sticking to ownership, signaling a trend toward pursuing fluid residential styles that continue to explore bases according to life stages.
■ Continuing survey from 3 years ago. Unique female wealthy group: 'Luxury Consumers'.