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Salient responses across the nine countries include:
Japan: I am satisfied with a stable job and working environment (25.6%, ranked 9th, up 4.3 pts vs. 2023).
China: I desire dreams (24.1%, ranked 1st, up 3.9 pts vs. 2023).
Thailand: My spouse and I equally divide household chores, work, etc. (71.7%, ranked 1st, up 4.1 pts vs. 2023).
India: I want to increase the time I spend on shopping (40.1%, ranked 1st).

Since 2023, Hakuhodo Institute of Life and Living (HILL), in partnership with Hakuhodo Institute of Life and Living Shanghai (HILL Shanghai) and Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN), has been conducting an annual Global Chronological Lifestyle Survey on Sei-katsu-sha, designed to identify the lifestyles and behaviors of sei-katsu-sha—Hakuhodo’s term for the holistic person—inside and outside Japan. The third, most recent survey was conducted in nine countries including India, in addition to Japan, China and ASEAN (online survey of 13,000 males and females aged 15–59; see p. 11 for an overview).

This news release presents the most revealing data (top/bottom responses among the nine countries, significantly increasing or decreasing responses in each country) as selected by researchers based in Japan, China, ASEAN and India, along with their analyses.

What is the Global Chronological Lifestyle Survey on Sei-katsu-sha?

• The Global Chronological Lifestyle Survey on Sei-katsu-sha identifies the traits of sei-katsu-sha in different countries by asking them questions covering some 480 items relating to all aspects of life, including consumption, money matters, information, recreation, work, health, family, love, and marriage. These are based on the questions used in the Seikatsu Teiten Survey conducted in Japan since 1992 by the Hakuhodo Institute of Life and Living.
• The Global Chronological Lifestyle Survey on Sei-katsu-sha will be conducted annually. Analyzing trends over time will make it possible to trace changes in attitudes, values, and behavior patterns in different countries.
• The Global Chronological Lifestyle Survey on Sei-katsu-sha findings will be shared with the media through news releases such as this. They will also be utilized by the Hakuhodo Group when drawing up marketing proposals for Japan, China, ASEAN, and India.

Click here for more details on this research