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Responses where each country ranked first:
Japan: I have a gloomy image of my future (40.0%)
China: Work comes before family life (39.5%)
Thailand: I desire freedom (37.8%)

Continuing from last year, 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), completed the Chronological Lifestyle Survey on Sei-katsu-sha* in Japan, China and ASEAN 2024. This survey was designed to identify the lifestyles and behaviors of sei-katsu-sha—Hakuhodo’s term for the holistic person—in Japan, China, and six ASEAN countries. It took the form of an online survey of 11,000 males and females aged 15–59.

Where did each of the eight countries rank highest or lowest? This news release presents the most revealing data as selected by researchers based in Japan, China and ASEAN, along with their analyses. We hope it helps deepen your understanding of sei-katsu-sha in each country.

* “Sei-katsu-sha” is a term we use to describe people not simply as consumers, but as fully rounded individuals with their own lifestyles, aspirations and dreams.

Click here for more details on this research