The Shift Towards Experience Consumption Among High-Income Households in Japan

Recent research conducted by LOBBY Co., Ltd. has unveiled insightful trends among households in Japan with annual incomes exceeding ¥15 million. This survey, targeting both men and women aged 20 to 60, focused on understanding how these affluent households perceive their quality of life (QOL) and the types of consumption that contribute to improving it. With the increasing focus on 'well-being,' it seems high-income earners are shifting towards valuing experiences over possessions.

Survey Overview

The study, conducted between September 16 and September 19, 2025, involved a total of 330 respondents and utilized an online survey method. Participants disclosed their consumption habits and provided insights into their satisfaction with life quality. The findings are revealing, showing that over 60% of individuals in this income bracket are at least somewhat satisfied with their QOL.

Key Findings

1. Satisfaction with Quality of Life: When participants were asked how satisfied they were with their QOL, 40.3% reported being 'somewhat satisfied,' while 19.7% described themselves as 'very satisfied.' Combined, this indicates that 60% of high-income individuals express a degree of contentment with their lives.

2. Investments in Experiences: Interestingly, when asked which type of expenditure led to the greatest improvements in their QOL, a significant 46.4% of respondents cited investments in travel, leisure, or experiences. This was followed by 13.9% investing in hobby-related tools and entertainment, and 9.7% improving their living conditions through renovations or relocations.

3. Variability in Spending: The amount spent on enhancing QOL varies significantly among individuals. About 27.9% reported annual spending of over ¥1 million on experiences that improved their QOL. However, spending bands showed a wide range, indicating diverse priorities and capacities within this demographic.

4. Emphasis on Experience Consumption: Approximately half of the participants (48.5%) stated they place more value on 'experience consumption' over 'material consumption.' This showcases a shift in mindset where memorable experiences are prioritized.

5. Values Driving Consumption: When questioned about the most crucial value while consuming, 24.5% emphasized 'experiences and emotions,' while close behind were 'cost-performance' and 'health.'

6. Future Spending Projections: Looking ahead, many high-income earners expressed intentions to invest more in areas such as hobbies, experiences, and asset formation. Specifically, 30.9% indicated they wish to allocate more funds toward recreation, while 24.2% are inclined to invest in asset development.

Conclusion

The findings from LOBBY's survey paint a clear picture of a changing landscape in consumer habits among Japan's high-income households. With a significant proportion expressing satisfaction with their QOL and a strong inclination towards experiential spending, it is evident that individuals are seeking to enrich their lives through meaningful experiences rather than just acquiring material goods. The data reflects a thoughtful consumer mindset focused on personal fulfillment and meaningful interactions, suggesting that service providers, such as LOBBY, are well-positioned to cater to these evolving preferences.

The housecleaning service 'LOBBY' offers quality life improvement by providing professional staff for household chores, enabling clients to experience a luxurious lifestyle reminiscent of a hotel. By relieving clients of their domestic responsibilities, LOBBY also supports the realization of cherished 'experience consumption'—transforming time saved into opportunities for recreation and personal enjoyment.

About LOBBY Co., Ltd.

Located in Shinjuku, Tokyo, LOBBY Co., Ltd. specializes in house cleaning and assistance services. The company's offering is tailored to meet the individual needs of clients, ensuring a personalized service that resonates with their lifestyles. For further information, visit LOBBY services.