“A home is not just real estate, but a stage for an ideal life”—Announcing the 2026 New Standards for 'Housing' Among Luxury Consumers Living Wisely in an Era of Change

Hearst Fujingaho (Headquarters: Minato-ku, Tokyo; President: Nicolas Floquet) has conducted the latest consciousness survey regarding 'housing,' focusing on 'luxury consumers' as defined by the company. Three years since the previous survey, this study compares findings with the 2023 data to capture the real transformations in how these women find value in their homes and how they act amidst an economic climate characterized by normalized inflation and a weak yen.

【Definition of 'Luxury Consumer' in this report】
This survey focuses on 'a demographic capable of independently deciding on high-value discretionary spending based on their own values.'
Target: 357 women selected from 2,277 media readers and e-commerce members who have made discretionary expenditures of 1 million yen or more per transaction within the last year.

【Survey Report Summary】

1. 'Housing' as an Asset and Strong Decision-Making Power
・Active Consumption and Solid Asset Background: 72% own their primary residence, and 41% own a second home or vacation property. Approximately 60% of respondents feel their home's asset value has increased, and 25% are concretely considering 'moving or restructuring their assets.'
・Proactive Decision-Making: Luxury consumers tend to hold high leadership in housing choices (9 points higher than other respondents).

2. Deepening Market Polarization and Changes in Consciousness
・Deepening Polarization: Intent to purchase a primary home decreased by 5 points, and the volume zone for purchase budgets (50 million to 300 million yen) shrank by 17 points. Conversely, the segment for properties over 300 million yen doubled, and an ultra-high-end segment of over 500 million yen (2%) has emerged, showing market polarization over three years.
・Changing Purpose of Second Homes: Interest in multi-location living remains high, with the reason for purchasing a second home or vacation property for 'personal hobbies' rising by 49% (+18 points). It is evolving into a 'fluid base' for living more authentically.

3. Asset Formation for 'Self-Actualization' and Second Homes
・Intellectual Investor Mindset: From text mining with an 86% free-answer response rate, 'asset formation' emerged as the top keyword for realizing an ideal life.
・Housing as Infrastructure to Guarantee Freedom: The other core keyword, 'second home,' is no longer a luxury item but has evolved into infrastructure that seamlessly connects the ordinary and extraordinary. Over 30% are considering alternatives like flexible services rather than strict ownership, signaling a trend toward pursuing a fluid residential style that adapts to life's phases.

■ Continuing the survey from three years ago: Unique affluent women 'Luxury Consumers'