Affluent individuals around the world choose to own a second home for a variety of valid reasons—be it as a business hub, a vacation retreat, or a means of preserving wealth.

Yet in recent years, those who select Japan as their destination for a second residence often share a common, deeply human desire: to have a place where the soul can truly rest. And there is perhaps no country that fulfills this desire more perfectly than Japan.

This article delves into why a refined, understated form of luxury—rooted not in extravagance or excitement, but in cleanliness, safety, and tranquility—holds such strong appeal for the world’s affluent. It explores the deeper reasons behind this attraction and reveals the unique allure of owning a second home in Japan.

■ A Rare Harmony of Public Courtesy and Peace of Mind

Japan stands among the very few countries in the world where public spaces offer a sense of ease and serenity.

• Train stations, streets, and public restrooms are impeccably clean
• Noise and litter are minimal—even at night, neighborhoods remain quiet
• Shop staff and local residents are courteous and respectful
• Lost belongings are often returned—reflecting a deeply rooted social trust

For wealthy individuals fatigued by the noise and intensity of business and urban life, this environment offers a profound sense of relief. In particular, individuals living in densely populated cities such as Hong Kong, Bangkok, and Manila—where noise and air pollution are part of daily life—often find themselves deeply moved by the sheer order and harmony of everyday life in Japan.

■ Silence Becomes the Ultimate Luxury

Once, luxury was defined by lavish hotels and exquisite cuisine. But today, more and more affluent individuals are discovering a deeper truth: true luxury lies in tranquility.

For instance:

• A morning in the forests of Karuizawa, where birdsong gently wakes you.
• An evening drink along the quiet shores of Kamakura, watching the sun melt into the sea.
• A private moment high above the city, gazing out over a skyline that belongs to you alone.

These are extraordinary moments woven into everyday life—experiences that even the finest five-star hotels cannot offer. They are the quiet, deeply personal luxuries that become possible only through owning a second home in Japan.

■ Sought-After Second Home Destinations Among the Affluent

Wealthy individuals who choose to own a second home in Japan tend to gravitate toward areas that share a distinct set of qualities.

1. Karuizawa (Nagano Prefecture): Just 70 minutes from Tokyo by bullet train, this iconic summer retreat offers a strong international community.
2. Kamakura & Hayama (Kanagawa Prefecture): A blend of ocean, culture, and nature—these coastal towns offer a harmonious fusion of Japanese tradition and Western elegance.
3. Minami-Azabu & Moto-Azabu (Central Tokyo): Quiet, refined residential neighborhoods in the heart of the capital, with a distinctly international ambiance.
4. Sakyo & Higashiyama Wards (Kyoto): Culturally rich districts where one can live among historic temples and seasonal beauty in traditional architecture.
5. Hakone & Atami (Shizuoka Prefecture): Hot spring resort areas known for luxury villas, located just 1–2 hours from Tokyo by car or bullet train.

Each of these locations offers a combination of natural beauty, safety, and cultural depth.

■ Low Holding Costs and Ideal for Long-Term Ownership

One of the key concerns when owning a second home is maintenance cost—and in this respect, Japan offers a clear advantage over many other countries.

• Exceptionally low property taxes (approximately ¥300,000 per year even for properties valued at ¥100 million)
• Transparent management fees
• Comprehensive fire and disaster insurance systems
• A wide selection of reputable property management firms—ensuring vacant homes are well cared for

Moreover, Japan allows foreign nationals to freely register and own property, with flexible options for corporate ownership and trust-based asset management.

■ The Emotional Asset of Having a Place to Return To

The true value of a second home lies not merely in financial terms, but in the emotional stability it provides.

When work becomes exhausting, when one longs for meaningful time with family, or simply seeks silence from a chaotic world—The assurance of having a quiet, personal place to return to at any time offers a profound peace of mind.

For the affluent, this sense of security—knowing there is always a place that is truly their own—is an irreplaceable form of luxury.

■ A New Kind of Luxury: Choosing Harmony Over Flash

Japan does not compete on extravagance or excess.

Instead, it offers something far rarer—a perfectly balanced way of life where nothing is overwhelming, and everything feels just right.

This quiet equilibrium is precisely what many seek in a second home.

Cleanliness, safety, and serenity—these are the true luxuries of our time.