Survey finds most self-rewards in Japan cost under ¥10,000

With the rising cost of living on many people's minds (my own very much included), a new survey suggests that treating yourself doesn't have to come with a hefty price tag. Research conducted by La Belle Vie Co., Ltd. through its social project TREND LAB found that nearly 60% of people in Japan keep their "reward" spending under ¥10,000, with a growing focus on affordable ways to boost mood and motivation.

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The survey gathered responses from around 9,000 people, and highlighted how attitudes toward small indulgences are shifting. Rather than splurging on expensive luxury items, many people are prioritizing the feeling of satisfaction that comes from a treat, regardless of its price.

One thing I found interesting was that the most common trigger for rewarding oneself isn't a major milestone at all. About 34% of respondents said they treat themselves whenever the moment feels right, such as after feeling inspired, excited, or accomplished. Instead of waiting for birthdays or big achievements, people are increasingly choosing smaller and more spontaneous pick-me-ups.

Food was the most popular type of reward, and was chosen by around 45% of respondents. Dining out, sweets, or gourmet treats slightly above everyday meals were especially popular, offering a sense of indulgence without requiring a large budget. For many people, something as simple as a special lunch or dessert at the end of a busy week can provide a bit of a reset. For me, it's often things like a seasonal Starbucks frap or something like that!

Other rewards include physical items like fashion or small goods (about 31%), as well as self-care such as massages, beauty treatments, or taking time to rest.

Interestingly, some respondents said their rewards cost nothing at all. Free indulgences such as long baths, naps, or digital detox time were also mentioned, and I think that's a good reminder that treating yourself doesn't always require money!