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Hakuhodo Defines the "New Affluent Class" as Households with an Annual Income of 30 Million Yen or More: What Are Their 10 Common Values and Consumption Patterns?
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Hakuhodo Inc.'s "Hakuhodo High-Net-Worth Marketing Lab (HAML)" conducted the "New High-Net-Worth Survey 2026," which analyzed the values, lifestyles, consumer attitudes, and information touchpoints of high-net-worth individuals. This survey defined "new high-net-worth individuals" as households with an annual income of 30 million yen or more, within the income-rich category of households with an annual income of 15 million yen or more. The surve…
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