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Quantitative survey conducted each January since 2023 covering 9 countries.
Responses showing substantial increases in 2026 vs. 2023 compared to other countries include:
Japan: I’d rather give up on what I want than cut something from my current lifestyle (51.4%, ranked 1st,up 4.1 pts vs. 2023).
China: Even if you don’t have money, you can be happy (58.0%, ranked 1st, up 6.0 pts vs. 2023).
Indonesia: The man of the house should pay for living expenses (64.9%, ranked 1st, up 8.5 pts vs. 2023)

Since 2023, Hakuhodo Institute of Life and Living (HILL), in partnership with Hakuhodo Institute of Life and Living Shanghai (HILL Shanghai), Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) and Hakuhodo International India, 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—in nine countries including Japan, China, ASEAN and India. The fourth, most recent survey was conducted this year as Global Chronological Lifestyle Survey 2026 (online survey of 14,000 males and females aged 15–59; see p. 11 for an overview). In this news release, researchers based in Japan, China, ASEAN and India analyze salient features of each country through responses showing the largest increases or decreases in score between 2023 and 2026 in comparison with other countries (only comparison of 2026 data with other countries for India).

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.

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