“A home is not real estate, but a stage for an ideal life”—Announcing the 2026 Edition of New Standards in 'Housing' for Luxury Consumers Living Wisely in an Era of Change
Hearst Fujingaho has released a 2026 survey on the housing values of 'luxury consumers,' defined as women who independently make high-value discretionary expenditures. The report highlights a shift toward viewing homes as assets for self-realization and a growing trend of using second homes as flexible 'infrastructure' for personal fulfillment rather than just family retreats.
📋 Article Processing Timeline
- 📰 Published: March 28, 2026 at 16:40
- 🔍 Collected: March 28, 2026 at 21:59 (5h 19m after Published)
- 🤖 AI Analyzed: June 2, 2026 at 13:02 (1575h 2m after Collected)
Hearst Fujingaho (Headquarters: Minato-ku, Tokyo; President & CEO: Nicolas Floquet) has conducted the latest awareness survey regarding 'housing,' focusing on 'luxury consumers' based on our unique definition. Three years have passed since the previous survey. By comparing these results with the 2023 study, this survey captures the realistic transformation in how these women find value in their homes and how they are acting in an economic climate where inflation and a weak yen have become the norm.
[Definition of 'Luxury Consumer' in this report]
In this survey, we focus on 'a demographic capable of independently deciding on high-value discretionary expenditures based on their own values.'
Target: Out of 2,277 individuals including our media readers and e-commerce members, we defined 357 women who have made discretionary expenditures of 1 million yen or more per transaction within the last year.
[Survey Report Overview]
1. 'Housing' as an asset and strong decision-making power
- Active consumption and solid asset background: This survey defines 357 women who decide on discretionary expenditures of 1 million yen or more at a time as 'luxury consumers.' The homeownership rate is 72%, and the ownership rate for second homes/vacation homes reaches 41%. Approximately 60% of respondents feel an increase in the asset value of their homes, and 25% are specifically considering 'moving or rebalancing assets.'
- Independent decision-making: Luxury consumers tend to have high leadership in choosing their homes (9 points higher compared to other respondents).
2. Deepening market polarization and changes in awareness
- Deepening market polarization: Intent to purchase a primary residence decreased by 5 points, and the volume zone for purchase budgets (50 million to 300 million yen) shrank by 17 points. On the other hand, the segment for 300 million yen or more doubled, and an ultra-high-net-worth segment of 500 million yen or more (2%) emerged, indicating that market polarization has progressed over the past three years.
- Changes in the purpose of second homes: The desire for multi-location living remains high, and the reason for purchasing a second home or vacation home for 'my own hobbies' rose by 49% (+18 points). It is becoming a 'fluid base' for living more authentically.
3. Asset formation and second homes for 'self-actualization'
- Intellectual investor mindset: From text mining of free-answer (FA) responses, which had an 86% response rate, 'asset formation' emerged as the biggest keyword as an essential element for realizing an ideal life.
- Housing as infrastructure to guarantee freedom: 'Second home,' another core keyword, has evolved from a luxury item into infrastructure that seamlessly connects the daily and the extraordinary. Over 30% of the segment is considering replacing ownership with flexible services, signaling a trend toward pursuing a fluid living style that continues to seek bases according to life stages.
■ Continuing the survey from three years ago. Unique wealthy women: 'Luxury Consumers'
■ Deepening market polarization
In 2023, the '50 million to 300 million yen' segment accounted for about 70% of luxury consumers' housing purchase budgets, forming the volume zone. However, in 2026, this segment became about 50% (52.5%), a shrinkage of about 17 points. Since 43.1% of 2026 luxury consumers reside in Tokyo (based on respondent profiles), it can be inferred that they are temporarily withholding judgment regarding the rise in real estate values within the city. Meanwhile, the proportion of home purchase budgets of '300 million yen or more' has doubled. Looking at the details, an ultra-high-net-worth segment of '500 million yen or more' at 2% has appeared. It is believed that a segment targeting rare properties regardless of price is emerging.
■ Second homes: From 'for the family' to 'infrastructure for myself'
Compared to 2023, the purpose of multi-location living has changed dramatically. While 'family recreation' decreased (39%, -14 points), 'for my own hobbies' rose significantly (49%, +18 points). Second homes are not luxury items; they have evolved into 'infrastructure' to seamlessly connect the daily and the extraordinary and to reclaim oneself.
■ Keywords to unravel the ideal life: 'Asset formation' and 'freedom'
In text mining of free answers, 'asset formation' emerged as the largest keyword. Tokyo residents (43.1% of luxury consumers) in particular have high expectations for the value of real estate in the city. Over 30% of the segment is considering replacing ownership with flexible services, and a 'fluid living style' that continues to seek bases according to life stages will become the new standard from 2026 onwards.
■ Report Details
Report Title: “A home is not real estate, but a stage for an ideal life” New Standards in 'Housing' for Wealthy Women 2026 Edition ~'Luxury Consumer' Survey 04: How has the living environment changed under inflation/weak yen?~
Report details (Free, 44 pages total): https://mk.hearst.co.jp/form/pub/p/b2l-form?utm_source=pr&utm_medium=referral&utm_campaign=b2l-vol4
■ Survey Overview
- Subject: Hearst Fujingaho Co., Ltd.
- Method: In-house survey (Web questionnaire)
- Target: 1) Hearst ID registered users interested in 'LIFESTYLE' and 'INTERIOR', 2) Subscribers to 'MODERN LIVING', 'Richesse', 'Fujingaho', '25ans', 'ELLE DECOR', 'Harper's BAZAAR'
- Valid respondents: 2,277 women (including 357 luxury consumers)
- Comparison: Results of the same survey conducted in 2023
- Period: December 9, 2025 (Tue) – December 21, 2025 (Sun)
[Definition of 'Luxury Consumer' in this report]
In this survey, we focus on 'a demographic capable of independently deciding on high-value discretionary expenditures based on their own values.'
Target: Out of 2,277 individuals including our media readers and e-commerce members, we defined 357 women who have made discretionary expenditures of 1 million yen or more per transaction within the last year.
[Survey Report Overview]
1. 'Housing' as an asset and strong decision-making power
- Active consumption and solid asset background: This survey defines 357 women who decide on discretionary expenditures of 1 million yen or more at a time as 'luxury consumers.' The homeownership rate is 72%, and the ownership rate for second homes/vacation homes reaches 41%. Approximately 60% of respondents feel an increase in the asset value of their homes, and 25% are specifically considering 'moving or rebalancing assets.'
- Independent decision-making: Luxury consumers tend to have high leadership in choosing their homes (9 points higher compared to other respondents).
2. Deepening market polarization and changes in awareness
- Deepening market polarization: Intent to purchase a primary residence decreased by 5 points, and the volume zone for purchase budgets (50 million to 300 million yen) shrank by 17 points. On the other hand, the segment for 300 million yen or more doubled, and an ultra-high-net-worth segment of 500 million yen or more (2%) emerged, indicating that market polarization has progressed over the past three years.
- Changes in the purpose of second homes: The desire for multi-location living remains high, and the reason for purchasing a second home or vacation home for 'my own hobbies' rose by 49% (+18 points). It is becoming a 'fluid base' for living more authentically.
3. Asset formation and second homes for 'self-actualization'
- Intellectual investor mindset: From text mining of free-answer (FA) responses, which had an 86% response rate, 'asset formation' emerged as the biggest keyword as an essential element for realizing an ideal life.
- Housing as infrastructure to guarantee freedom: 'Second home,' another core keyword, has evolved from a luxury item into infrastructure that seamlessly connects the daily and the extraordinary. Over 30% of the segment is considering replacing ownership with flexible services, signaling a trend toward pursuing a fluid living style that continues to seek bases according to life stages.
■ Continuing the survey from three years ago. Unique wealthy women: 'Luxury Consumers'
■ Deepening market polarization
In 2023, the '50 million to 300 million yen' segment accounted for about 70% of luxury consumers' housing purchase budgets, forming the volume zone. However, in 2026, this segment became about 50% (52.5%), a shrinkage of about 17 points. Since 43.1% of 2026 luxury consumers reside in Tokyo (based on respondent profiles), it can be inferred that they are temporarily withholding judgment regarding the rise in real estate values within the city. Meanwhile, the proportion of home purchase budgets of '300 million yen or more' has doubled. Looking at the details, an ultra-high-net-worth segment of '500 million yen or more' at 2% has appeared. It is believed that a segment targeting rare properties regardless of price is emerging.
■ Second homes: From 'for the family' to 'infrastructure for myself'
Compared to 2023, the purpose of multi-location living has changed dramatically. While 'family recreation' decreased (39%, -14 points), 'for my own hobbies' rose significantly (49%, +18 points). Second homes are not luxury items; they have evolved into 'infrastructure' to seamlessly connect the daily and the extraordinary and to reclaim oneself.
■ Keywords to unravel the ideal life: 'Asset formation' and 'freedom'
In text mining of free answers, 'asset formation' emerged as the largest keyword. Tokyo residents (43.1% of luxury consumers) in particular have high expectations for the value of real estate in the city. Over 30% of the segment is considering replacing ownership with flexible services, and a 'fluid living style' that continues to seek bases according to life stages will become the new standard from 2026 onwards.
■ Report Details
Report Title: “A home is not real estate, but a stage for an ideal life” New Standards in 'Housing' for Wealthy Women 2026 Edition ~'Luxury Consumer' Survey 04: How has the living environment changed under inflation/weak yen?~
Report details (Free, 44 pages total): https://mk.hearst.co.jp/form/pub/p/b2l-form?utm_source=pr&utm_medium=referral&utm_campaign=b2l-vol4
■ Survey Overview
- Subject: Hearst Fujingaho Co., Ltd.
- Method: In-house survey (Web questionnaire)
- Target: 1) Hearst ID registered users interested in 'LIFESTYLE' and 'INTERIOR', 2) Subscribers to 'MODERN LIVING', 'Richesse', 'Fujingaho', '25ans', 'ELLE DECOR', 'Harper's BAZAAR'
- Valid respondents: 2,277 women (including 357 luxury consumers)
- Comparison: Results of the same survey conducted in 2023
- Period: December 9, 2025 (Tue) – December 21, 2025 (Sun)