Page 46 - FoodFocusThailand No.155_February 19

SURF THE AEC
SURF THE AEC

Japanese Millionaires:

New Marketing Opportunity

Japan has a population of more than 126.67 million people, and among this, 100 million are middle class.
However, a new phenomenon shows the growing number of rich populations, which provides new market
opportunities for goods and services including food, tourism, and jewelry.

Nomura Research Institute, Ltd. (NRI) revealed the values of
assets (savings, stocks, bonds, insurances, etc.) of Japanese in
2015 that there are more than 1,217,000 households of Japanese
millionaires (billionaire and multi-millionaires) in Japan (increasing
20.85% from 2013), who hold combined asset of more than
272 trillion yen (rising 12.86% compare to 2013). Most of these
millionaires reside in the cities and the top 5 prefectures with the
highest income are Kanagawa, Tokyo, Toyama, Fukui, and Chiba.

Consumption Habits of Rich Japanese
The consumption habit of the rich Japanese tends to ignore
the price but concerns the favours. The majority of these
millionaires are successful business people who build their
wealth by themselves and likely believe in their own ideas, taste,
and good sense. They are highly confident and believe in their
standards, thus prefer premium items. In other words, it can be
said that these millionaires are likely to “define their own values assets more than spending what they have.
and fond of the service that comes with the good beyond the 2. Hard-working Millionaires - The majority of this type of
good itself”. Other than that, the consumption habit of Japanese millionaires are professionals (doctors, lawyers, accountants), SMEs
millionaires can be divided into 3 categories; business owners, or executives of large firms. In order to show the
1. Inherited Millionaires - These groups of millionaires, social status, they tend to have high demands for cars, watches, and
especially those with long lines of inheritance, tend to be expensive attires.
conservative and seek securities. They prioritize protecting their 3. Rising Star Millionaires - This group usually combines of

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