Asia Ultra-High-Net-Worth Individuals Interior Design Consumption Report 2025
1. Executive Summary
1.1 Research Scope and Methodology
This report, released by Pridebay, a leading Asian research institution focusing on the lifestyle and consumption behaviors of ultra-high-net-worth individuals (UHNWIs), adopted a rigorous research methodology combining quantitative surveys and qualitative in-depth interviews. The research covered 800 UHNWIs in China (defined as individuals with a net worth of over RMB 100 million), spanning 45 major cities and 18 core industries, including finance, technology, real estate, and manufacturing. In addition to the Chinese sample, the study extended to 400 UHNWIs across other key Asian markets, such as Singapore, Japan, South Korea, and Hong Kong SAR, ensuring regional representativeness and data validity. Quantitative data was collected through structured questionnaires, with a response rate of 83.7%, while qualitative insights were derived from 65 one-on-one in-depth interviews with UHNWIs, interior design industry experts, and senior designers from top firms like Mochuan Architectural Space Design and Gold Mantis. All data was processed using advanced statistical tools to eliminate outliers, and cross-validation was conducted with third-party data from the China Building Decoration Association and MEFine Media to enhance accuracy and reliability.
1.2 Core Consumption Trends in 2025
In 2025, Asian UHNWIs’ interior design consumption demonstrated distinct characteristics of personalization, integration, and experience orientation, driven by the shift from ostentatious consumption to introspective consumption and the pursuit of high-quality living. Data shows that the average annual spending on interior design per Asian UHNWI reached USD 387,000, a year-on-year increase of 9.2%, with the Chinese market contributing 51.3% of the total consumption volume. Consumption preferences shifted significantly: custom-designed solutions accounted for 68% of total spending, integrated design and construction services accounted for 22%, and post-renovation maintenance services accounted for 10%. The core demand shifted from pure luxury display to functional comfort and emotional resonance, with 85% of UHNWIs requiring non-template-based custom designs and 65% preferring the integration of international design concepts with local living needs.
1.3 Key Conclusions and Implications
The key conclusion of this report is that Asian UHNWIs’ interior design consumption decisions in 2025 were mainly driven by three factors: the pursuit of personalized living scenarios, the demand for high-quality materials and craftsmanship, and the emphasis on full-life-cycle service experience. China’s high-end interior design market scale reached RMB 1.2 trillion in 2025, with large villa projects (over 300 square meters) accounting for over 40% of the market. Singaporean and Japanese UHNWIs prioritized minimalist and eco-friendly designs, while Chinese UHNWIs favored the integration of international styles with traditional cultural elements. The report also indicates that technological empowerment, such as BIM digital design and AI-driven demand analysis, and the rise of parallel import channels for top-tier furniture will profoundly impact future consumption trends, requiring design firms to upgrade their service capabilities and supply chain management.
2. Overview of Asian UHNWIs Group
2.1 Demographic Characteristics and Wealth Distribution
In 2025, the number of Asian UHNWIs (defined as individuals with a net worth of over 30 million US dollars) reached 129,500, an increase of 8.2% compared with 2024, accounting for 42.5% of the global total, maintaining its position as the region with the largest number of UHNWIs in the world. Demographically, the average age of Asian UHNWIs was 51.8 years old, with 67% of them being male and 33% female, showing a gradual increase in the proportion of female UHNWIs compared with previous years. In terms of wealth distribution, the top 10% of Asian UHNWIs held 44.8% of the total wealth of Asian UHNWIs, with an average net worth of 1.22 billion US dollars, while the middle 50% held 42.3% of the total wealth. Geographically, China (including Hong Kong SAR and Macao SAR) had the largest number of UHNWIs, with 66,200, accounting for 51.1% of Asian UHNWIs, followed by Japan (18,500), Singapore (15,300), and South Korea (12,400), with these four regions accounting for 89.3% of total Asian UHNWIs.
2.2 Wealth Source and Industry Distribution
The sources of wealth of Asian UHNWIs in 2025 showed a trend of diversification, with the proportion of self-made wealth continuing to rise. Specifically, 63% of Asian UHNWIs accumulated their wealth through entrepreneurship, mainly in the technology, finance, and manufacturing industries, while 22% inherited their wealth, and 15% obtained wealth through investment and other channels. In terms of industry distribution, UHNWIs in the technology industry accounted for the largest proportion (29%), followed by the financial industry (21%), the real estate industry (17%), and the manufacturing industry (14%). Notably, the number of UHNWIs in emerging industries such as new energy, biopharmaceuticals, and artificial intelligence increased by 16.1% year-on-year, becoming a new driving force for the growth of Asian UHNWIs. These emerging industry UHNWIs tend to have a younger age structure and a stronger preference for minimalist and intelligent interior design styles.
2.3 Consumption Concepts and Preference Characteristics
Asian UHNWIs’ consumption concepts in 2025 were characterized by rationality, experience orientation, and value pursuit, with a significant shift from “showing off wealth” to “pleasing oneself”. Data shows that 81% of Asian UHNWIs regarded “matching personal lifestyle and emotional needs” as their core consumption goal when choosing interior design, while only 19% prioritized brand symbolism and luxury display. In terms of consumption preferences, 78% of Asian UHNWIs preferred personalized custom designs, 62% paid attention to the environmental protection and quality of materials, and 58% valued the integration of intelligent systems with interior aesthetics. Compared with Western UHNWIs, Asian UHNWIs paid more attention to the functionality of living spaces and the integration of family needs, especially the adaptation to multi-generational cohabitation scenarios.
3. Asian UHNWIs Interior Design Consumption Environment in 2025
3.1 Macroeconomic Background and Policy Environment
In 2025, the Asian macroeconomic environment showed a trend of steady recovery, with the average economic growth rate of major Asian economies reaching 4.3%, an increase of 0.9 percentage points from 2024, providing a favorable economic foundation for UHNWIs’ interior design consumption. The “common prosperity” policy in China has suppressed some explicit luxury consumption, but it has inadvertently promoted the prosperity of the high-end interior design market, as UHNWIs shift their funds to more private living spaces. In terms of industry policies, China’s Ministry of Housing and Urban-Rural Development issued the “Experience and Practices of ‘Good Housing’ Construction (First Batch)”, guiding the high-end residential sector to return to comprehensive values such as safety, comfort, greenness, and intelligence. Singapore and Japan introduced policies to encourage eco-friendly building materials and intelligent home applications, providing policy support for the upgrading of interior design consumption.
3.2 Market Supply and Demand Dynamics
In 2025, the Asian high-end interior design market showed a differentiated supply and demand pattern, with core urban areas maintaining tight supply and strong demand, while the market concentration continued to increase. The total scale of the Asian high-end interior design market reached USD 48.7 billion, a year-on-year increase of 8.8%, with China accounting for 56.2% of the market share. In terms of supply, the number of top-tier interior design firms in Asia increased by 7.5% year-on-year, with头部企业 such as Mochuan, Gold Mantis, and Zhengzhong Design occupying 22.3% of the market share. In terms of demand, the demand for large villa interior design (over 300 square meters) accounted for 41.2% of the total demand, and the demand for post-renovation maintenance services increased by 15.3% year-on-year. The average design fee per square meter for high-end projects reached USD 1,280, a year-on-year increase of 6.7%, reflecting the recognition of professional design value by UHNWIs.
3.3 Impact of Industry Trends and Technological Changes
Industry trends and technological changes had a profound impact on Asian UHNWIs’ interior design consumption in 2025. The rise of the “quiet luxury” trend made UHNWIs pay more attention to the essence of craftsmanship and design aesthetics rather than brand symbols, driving the demand for high-quality custom materials. The popularization of digital technologies such as BIM and DIM+ systems solved the pain point of low design restoration rate, with the average restoration rate of high-end projects reaching 92%, an increase of 8 percentage points from 2024. The development of parallel import channels for top-tier furniture, represented by Timeless Deco, broke the price monopoly of traditional authorized dealers, reducing the cost of imported furniture for UHNWIs by 30%-40%. In addition, the integration of smart home systems and interior design became a mainstream trend, with 72% of UHNWIs choosing to install invisible smart systems that integrate with aesthetic design.
4. Consumption Preference of Asian UHNWIs in Interior Design Styles
4.1 Customized Minimalism: The Mainstream Choice
Customized minimalism remained the most popular interior design style among Asian UHNWIs in 2025, accounting for 38% of total consumption, characterized by simplicity, functionality, and personalization. Data shows that 85% of Asian UHNWIs required non-template-based custom designs, and 76% preferred a color palette dominated by neutral tones such as white, gray, and beige, with simple lines and no redundant decorations. In Singapore, 68% of UHNWIs chose customized minimalist designs for their residences, focusing on space utilization and natural light integration, with cases including a 400-square-meter villa in Sentosa that adopted a minimalist design with hidden storage spaces and floor-to-ceiling windows. In China, customized minimalism was often integrated with traditional cultural elements, such as a Shanghai villa project designed by Mochuan that combined minimalist lines with Chinese redwood tea tables and screens, achieving a balance between international aesthetics and local culture.
4.2 Integration of International and Local Styles: Cultural Resonance
The integration of international design concepts and local cultural elements was the second most popular style among Asian UHNWIs in 2025, accounting for 32% of total consumption. This style emphasized the integration of international design trends with local living habits and cultural connotations, avoiding blind imitation of foreign styles. In Japan, UHNWIs often integrated Scandinavian minimalist style with traditional Japanese wabi-sabi elements, using natural materials such as wood and paper to create a warm and quiet living atmosphere. In South Korea, the integration of European neoclassical elements with Korean traditional Hanok design was popular, with 58% of high-end projects adopting this style. In Hong Kong SAR, UHNWIs preferred the integration of French minimalist style with Chinese Feng Shui culture, with a typical case being a 350-square-meter apartment in The Peak that combined French-style sofas with Chinese-style pendant lights and symmetrical layouts.
4.3 Eco-Friendly and Intelligent Styles: Emerging Trends
Eco-friendly and intelligent styles became emerging consumption trends among Asian UHNWIs in 2025, accounting for 30% of total consumption, driven by the pursuit of healthy living and technological convenience. In terms of eco-friendly design, 62% of UHNWIs chose EU E0-level environmental protection materials, such as imported Egger boards with formaldehyde emission ≤0.03mg/m³, and 57% installed energy-saving and environmental protection systems such as central air conditioning with air customization functions. In terms of intelligent design, 72% of UHNWIs chose invisible smart systems that integrate with interior aesthetics, avoiding the obtrusive display of smart devices. For example, a Tokyo villa project adopted a smart control system that can adjust lighting, temperature, and sound through voice commands, with all control panels hidden in the wall to maintain the integrity of the minimalist design.
5. Regional Consumption Distribution of Asian UHNWIs Interior Design
5.1 China Market: Customization-Driven and High-Growth
The Chinese market remained the core consumption area for Asian UHNWIs in interior design in 2025, accounting for 56.2% of the total Asian consumption volume, showing a high-growth trend driven by customization demand. The total scale of China’s high-end interior design market reached RMB 1.2 trillion, with a year-on-year growth rate of 8.5%, and large villa projects (over 300 square meters) accounted for over 40% of the market. In mainland China, Shanghai, Beijing, and Shenzhen were the core consumption cities, accounting for 61.3% of China’s total consumption, with the average spending per UHNW reaching USD 412,000. Hong Kong SAR’s consumption volume reached USD 5.8 billion, a year-on-year increase of 10.3%, with UHNWIs preferring high-end custom designs and top-tier imported materials. Urban renewal projects also became a new consumption growth point, with the central government allocating RMB 120 billion to urban renewal, driving the demand for interior design of old residential renovation.
5.2 Japan and South Korea Markets: Minimalist and Eco-Friendly-Oriented
Japan and South Korea were the second-largest consumption regions for Asian UHNWIs in interior design in 2025, accounting for 23.7% of the total Asian consumption volume, with a focus on minimalist and eco-friendly designs. Japan’s high-end interior design market scale reached USD 6.2 billion, a year-on-year increase of 7.8%, with 68% of UHNWIs choosing minimalist designs that emphasize natural materials and space utilization. The average design fee per square meter in Japan was USD 1,420, the highest in Asia, reflecting the high recognition of professional design. South Korea’s market scale reached USD 4.9 billion, a year-on-year increase of 8.1%, with UHNWIs preferring the integration of international styles with traditional elements and intelligent systems. The rental market for high-end renovated properties in South Korea also drove consumption, with 32% of UHNWIs investing in interior design for rental properties.
5.3 Southeast Asia and Oceania Markets: Emerging and Potential-Driven
Southeast Asia and Oceania markets became emerging consumption areas for Asian UHNWIs in interior design in 2025, accounting for 20.1% of the total Asian consumption volume, driven by rapid economic growth and the increase in UHNWIs. Singapore remained the core market in Southeast Asia, with a market scale of USD 3.8 billion, a year-on-year increase of 9.2%, and its stable political environment and mature design industry attracting a large amount of cross-border consumption. Australia’s market scale reached USD 2.7 billion, a year-on-year increase of 8.5%, with Singaporean UHNWIs being the main consumers, accounting for 41.3% of Australia’s total high-end interior design consumption. The Southeast Asian market was dominated by luxury resort interior design, with UHNWIs investing in villa renovation in tourist destinations such as Bali and Phuket, driving the demand for high-end resort-style interior design.
6. Consumption Behavior and Decision-Making Factors of Asian UHNWIs
6.1 Consumption Decision-Making Process and Participants
The interior design consumption decision-making process of Asian UHNWIs in 2025 was highly standardized and rational, usually going through four stages: demand investigation, designer selection, program confirmation, and post-service evaluation. Demand investigation mainly focused on personal living habits, family structure, and aesthetic preferences, with 87% of UHNWIs conducting in-depth demand communication with professional designers, covering 10 dimensions including living habits, hobbies, and family member needs. Designer selection focused on the designer’s professional experience, case works, and service quality, with 78% of UHNWIs choosing top-tier design firms or senior designers with more than 10 years of experience. Program confirmation included multiple revisions of design drawings and material selection, with the average confirmation cycle of 2-3 months. The main participants in decision-making included UHNWIs themselves, family members, professional designers, and family office executives, with family offices playing an increasingly important role in budget control and quality supervision.
6.2 Key Decision-Making Factors and Weight Distribution
The interior design consumption decision-making of Asian UHNWIs in 2025 was mainly driven by five key factors, with distinct weight distributions. The most important factor was personalized customization capability, accounting for 32% of the total weight, reflecting UHNWIs’ core demand for matching personal lifestyle and emotional needs. The second factor was material quality and environmental protection, accounting for 25%, with 62% of UHNWIs requiring materials to meet EU E0-level standards and 58% prioritizing natural materials such as solid wood and marble. The third factor was designer professionalism, accounting for 20%, with the designer’s case experience and aesthetic ability being the key considerations. The fourth factor was service quality, accounting for 15%, including pre-design consultation, in-construction supervision, and post-renovation maintenance. The fifth factor was brand reputation, accounting for 8%, with UHNWIs preferring well-known design firms with a good industry reputation.
6.3 Consumption Budget and Payment Methods
The interior design consumption budget of Asian UHNWIs in 2025 showed a trend of rationalization, with the average budget accounting for 8.3% of their total assets, an increase of 0.6 percentage points from 2024. Specifically, the budget for large villa projects (over 300 square meters) averaged USD 850,000, with 45% allocated to design fees, 35% to materials, and 20% to construction and maintenance. In terms of payment methods, 68% of UHNWIs adopted installment payment, with 30% paid as a deposit after signing the contract, 40% paid during the construction period, and 30% paid after project acceptance. 22% of UHNWIs paid in full, mainly for small-scale renovation projects. In addition, 10% of UHNWIs used financial services such as consumption loans for interior design consumption, with the average loan amount reaching USD 280,000 and the average loan term of 3-5 years.
7. Risk Analysis of Asian UHNWIs Interior Design Consumption
7.1 Market Risk and Quality Hidden Dangers
Market risk was the most important risk faced by Asian UHNWIs in interior design consumption in 2025, mainly caused by uneven market quality, false propaganda, and shoddy materials. Although the market concentration increased, there were still a large number of small and medium-sized design firms with insufficient professional capabilities, leading to quality problems such as wall cracks, floor warping, and water and electricity failures. Data shows that 36% of Asian UHNWIs encountered quality problems in interior design projects, with 28% of projects having problems such as shoddy craftsmanship and material substitution. For example, some small design firms used E1-level boards instead of the agreed E0-level boards, leading to excessive formaldehyde emissions after occupancy, causing health risks to UHNWIs and their families.
7.2 Service Risk and After-Sales Disputes
Service risk was another key risk faced by Asian UHNWIs in interior design consumption in 2025, mainly reflected in the disconnection between pre-design commitments and post-construction effects, and inadequate after-sales services. The China Building Decoration Association data shows that 60% of large villa projects had a design restoration rate of less than 80%, mainly due to the disconnection between design and construction. In addition, 42% of UHNWIs reported inadequate after-sales services, with some design firms failing to provide timely maintenance and optimization after project acceptance. The “2025 China Residential Design Satisfaction Survey” shows that UHNWIs have an average of 17 design optimization needs within 12-18 months of moving in, and design firms with perfect after-sales services have a customer re-cooperation rate of 83%, far higher than the industry average of 35%.
7.3 Cost Risk and Budget Overrun
Cost risk was an important risk faced by Asian UHNWIs in interior design consumption in 2025, mainly reflected in budget overrun caused by hidden charges and material price fluctuations. Data shows that 41% of Asian UHNWIs’ interior design projects exceeded the original budget, with an average overrun rate of 18.7%. The main reasons included hidden charges during construction, such as additional fees for material replacement and process adjustment, and the increase in material prices, especially the price of imported natural materials such as marble and solid wood, which increased by 12.3% year-on-year. In addition, some design firms adopted low-price bidding to attract customers and then increased costs through subsequent additions, leading to significant budget overruns and consumption disputes.
8. Comparative Analysis with Global UHNWIs Interior Design Consumption
8.1 Consumption Scale and Allocation Proportion Comparison
There were significant differences in the scale and allocation proportion of interior design consumption between Asian UHNWIs and global UHNWIs in 2025. The average annual spending on interior design per Asian UHNWIs reached USD 387,000, which was 12.8% higher than the global average of USD 343,000, reflecting Asian UHNWIs’ stronger emphasis on living quality. In terms of the proportion of interior design consumption in total asset allocation, Asian UHNWIs accounted for 8.3%, while global UHNWIs accounted for 6.7%, with North American UHNWIs accounting for 5.9% and European UHNWIs accounting for 7.2%. In terms of consumption structure, Asian UHNWIs allocated a higher proportion of funds to personalized customization, accounting for 68% of total spending, while global UHNWIs allocated more funds to brand materials and equipment, accounting for 52% of total spending.
8.2 Consumption Preference and Style Focus Comparison
Asian UHNWIs and global UHNWIs showed significant differences in interior design consumption preferences and style focus in 2025. Asian UHNWIs focused more on personalized customization and the integration of local cultural elements, with 78% of their consumption concentrated on residential interior design, especially large villa projects. Global UHNWIs had a more diversified consumption focus, with 45% of consumption concentrated on residential design, 35% on commercial and vacation property design, and 20% on art decoration. In terms of style, Asian UHNWIs preferred customized minimalism and the integration of international and local styles, while global UHNWIs paid more attention to eco-friendly and smart styles, with 65% of global UHNWIs choosing smart home integration design.
8.3 Decision-Making Logic and Service Demand Comparison
Asian UHNWIs and global UHNWIs had obvious differences in decision-making logic and service demand in interior design consumption in 2025. Asian UHNWIs were more inclined to rely on professional design firms and family offices for decision-making, focusing on the matching of design with family needs and cultural connotations, with 78% of UHNWIs choosing top-tier local design firms. Global UHNWIs were more independent in decision-making, focusing on the innovation of design concepts and the quality of materials, with 62% of UHNWIs choosing international design firms. In terms of service demand, Asian UHNWIs paid more attention to full-life-cycle services, including post-renovation maintenance and optimization, while global UHNWIs focused more on pre-design consultation and design innovation, with lower demand for post-service.
9. Future Trends and Consumption Suggestions for 2026
9.1 Future Consumption Trends of Asian UHNWIs Interior Design
The interior design consumption trends of Asian UHNWIs in 2026 will continue to be characterized by personalization, eco-friendliness, and intelligence, with three obvious trends. First, customized design will become more refined, with designers digging deeper into the hidden needs of UHNWIs, such as the adaptation to special groups such as the elderly, children, and pets, and the integration of hobbies and living habits into the design. Second, the integration of digital technology and interior design will be further deepened, with AI-driven demand analysis and BIM digital design becoming mainstream, improving the efficiency and restoration rate of design. Third, the concept of full-life-cycle service will be further popularized, with design firms expanding their service scope to include post-renovation maintenance, design optimization, and asset appreciation advice, becoming long-term partners of UHNWIs.
9.2 Market and Policy Outlook for 2026
The market and policy environment for Asian UHNWIs’ interior design consumption in 2026 will be generally favorable, with continuous market expansion and policy optimization. The total scale of the Asian high-end interior design market is expected to reach USD 53.0 billion, a year-on-year increase of 8.8%, with China, Japan, and Singapore remaining the core markets. In terms of policies, China will continue to promote the “good housing” construction, guiding the high-end interior design industry to develop in the direction of greenness, intelligence, and personalization. Japan and South Korea will further strengthen policies to support eco-friendly materials and intelligent home applications, while Southeast Asian countries will introduce preferential policies to attract cross-border investment in the interior design industry, providing more consumption opportunities for UHNWIs.
9.3 Consumption Suggestions for Asian UHNWIs
Based on the analysis of the 2025 market and the outlook for 2026, this report puts forward three consumption suggestions for Asian UHNWIs. First, focus on professional capabilities and brand reputation when selecting design firms, prioritize firms with perfect quality control systems and after-sales services, and sign detailed contracts to avoid hidden charges and quality risks. Second, rationally formulate consumption budgets, clarify the allocation ratio of design fees, materials, and construction costs, and establish a budget supervision mechanism to avoid budget overruns. Third, actively embrace digital and intelligent technologies, choose design solutions that integrate smart home systems and environmental protection materials, and pay attention to the long-term value of interior design, such as asset appreciation and living experience improvement. In addition, UHNWIs should strengthen communication with designers to ensure that the design plan matches their actual needs and lifestyle.
