Japan's wealth classifications and new consumer trends

Recent reports clarify the distinction between formal financial classifications and emerging consumer segments in Japan. Nomura Research Institute (NRI) defines the ‘quasi-wealthy’ (準富裕層) as households with net financial assets between 50 million and 100 million yen. In contrast, the term ‘new wealthy class’ (新富裕層) is not an official NRI category but often refers to two specific segments identified in their research: ‘accidental wealthy’ individuals who accumulated assets through steady contributions to employee stock holdings or pensions, and ‘power families.’

Complementary research by Hakuhodo on the ‘New Wealthy Class 2026’ focuses on households with annual incomes exceeding 30 million yen. This group exhibits distinct consumption patterns compared to younger generations. Rather than moving away from material ownership, these individuals prioritize experiences, personal growth, and meaningful stories behind products.

Key characteristics of this segment include a preference for long-term investment over simple savings, a high adoption rate of generative AI—particularly among those in their 60s—and a strong interest in social and environmental issues. They also place significant value on time, health, and preserving assets for future generations.