What's happened
Two stories from Japan highlight individuals with significant wealth from property and investments, yet leading modest lives. Koichi Matsubara, a Tokyo janitor, earns over 30 million yen annually from rentals but works a part-time job for health and purpose. Suzuki, a retiree, accumulated 35 million yen through extreme frugality, living simply and avoiding luxury. Both exemplify a lifestyle prioritizing independence and health over display, challenging stereotypes of wealth and success in Japan. Today's date & time: Mon, 06 Oct 2025 01:48:30 +0100.
What's behind the headline?
Japan's stories of wealth and frugality reveal a cultural paradox. Despite record-breaking tourism and economic growth, many Japanese individuals prioritize simplicity and health over luxury. Koichi Matsubara, a Tokyo property owner earning over 30 million yen annually, works as a janitor to stay active and grounded, embodying a philosophy that wealth is for independence, not status. Similarly, Suzuki, a retiree with assets of 65 million yen, lives austerely, emphasizing purpose over materialism. These stories challenge stereotypes that wealth equates to luxury; instead, they show that in Japan, wealth can be a means to sustain a meaningful, modest life. This trend may influence societal attitudes towards wealth, aging, and health, encouraging a shift away from materialism towards well-being and self-sufficiency. The stories also underscore the importance of frugality in Japan’s economic context, where even the wealthy often avoid conspicuous consumption, reflecting deep-rooted cultural values.
What the papers say
The contrasting stories from Business Insider UK and South China Morning Post highlight different facets of Japan's wealth culture. Business Insider UK focuses on Matsukane and his family’s efforts to preserve their ancestral home as a guesthouse, supported by government subsidies, illustrating a blend of tradition and tourism. The article emphasizes the cultural importance of heritage and the desire to share Japan’s traditional lifestyle with visitors. In contrast, South China Morning Post presents stories of individuals like Matsubara and Suzuki, who have accumulated wealth through property and investments but choose to live modestly. Matsubara’s story, in particular, has sparked social media attention, emphasizing that wealth does not necessarily translate into luxury but can be used to support a simple, purposeful life. Both sources underscore Japan’s unique approach to wealth—valuing stability, tradition, and health over ostentation—yet they differ in focus: one on heritage and tourism, the other on individual philosophies of wealth and frugality.
How we got here
Recent stories from Japan illustrate a cultural trend where individuals with substantial wealth choose to live frugally and maintain simple lifestyles. This reflects broader societal values emphasizing independence, health, and humility, contrasting with Western notions of wealth display. The stories also highlight Japan's aging population and economic environment, where wealth accumulation often aligns with modest living.
Go deeper
Common question
-
Why Do Some Wealthy Japanese Live Modestly and What Can We Learn?
Many people assume that wealth always equals luxury and ostentation, but in Japan, some of the wealthiest individuals choose a different path. Stories from Japan reveal that living modestly, prioritizing health, tradition, and independence, is a common approach among the wealthy. This raises questions about the true meaning of wealth and success. Why do some wealthy Japanese opt for simple lifestyles? How do their choices challenge stereotypes? And what lessons can we learn from their example? Below, we explore these intriguing questions and more.
-
Why Do Some Wealthy Japanese Prioritize Health and Simplicity?
Many wealthy individuals in Japan choose to live modestly, focusing on health, independence, and tradition rather than luxury. This approach challenges common stereotypes about wealth and success, raising questions about what truly matters in life. Why do some affluent Japanese prefer frugal lifestyles? How do these choices impact their well-being? Let’s explore the cultural values and personal motivations behind this unique approach to wealth.
-
Can Wealth Be About Simplicity Instead of Luxury?
Many people assume that wealth equals luxury and ostentation, but stories from Japan challenge this idea. Wealthy individuals there often choose modest lifestyles, focusing on health, independence, and tradition rather than flashy displays of money. This raises questions about what success really means and whether a simple life can be just as fulfilling as a luxurious one. Below, we explore how these stories reshape our understanding of wealth and success, and what lessons other cultures might learn from Japan's approach.
More on these topics
-
Tokyo, officially the Tokyo Metropolis, is the capital and most populous city in Japan. With a population of over 14 million in the city proper in 2023, it is one of the most populous urban areas in the world. The Greater Tokyo Area, which includes Tokyo.
-
Japan is an island country of East Asia in the northwest Pacific Ocean. It borders the Sea of Japan to the west and extends from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south.