“Home is a stage for your ideal life, not just real estate”—Hearst Fujingaho releases 2026 Standards for Luxury Consumers’ Housing
Key facts
- “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.
- Source: PR Times
- Date: March 28, 2026
Direct answer
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.
- Citation
- “Home is a stage for your ideal life, not just real estate”—Hearst Fujingaho releases 2026 Standards for Luxury Consumers’ Housing (March 28, 2026), PR Times
- Source
- PR Times
- Date
- March 28, 2026
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.
📋 Article Processing Timeline
- 📰 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'.
FAQ
What is the definition of 'luxury consumer'?
It is defined as women who make discretionary expenditures of 1 million yen or more per occasion within the last year. For this survey, 357 people were selected from Hearst Houbunsha members and others.
How is the housing budget of Japan's wealthy changing?
While the 50 million to 300 million yen volume zone is shrinking, the layer of 300 million yen or more has doubled, and the ultra-high net worth segment of 500 million yen or more has emerged, showing a clear polarization of the market.
What is the purpose of owning a second home?
The reason 'for my own hobbies' has risen significantly to 49%, indicating that the value of second homes as 'infrastructure' to be used according to different stages of life, rather than as luxury items, is increasing.