Interesting Trend! Gen Z Is Starting To Actively Look At Luxury Hunian

JAKARTA - Property industry players say an interesting trend has emerged, the younger generation, especially Gen Z, is starting to actively enter the medium to upper residential market amid economic turmoil and inflation.

According to Sales & Marketing Division Head of Alam Sutera, Wikhen Rusli, residential demand in the range of IDR 1.2 billion increased by 18 percent in the first quarter of 2025, with most of the enthusiasts coming from the 25'35 year age group.

"The style of life that prioritizes comfort, accessibility, and the need for multifunctional space seems to be the main reason behind this trend," he quoted Antara as saying.

This phenomenon, he continued, feels real in the Alam Sutera 2 area, Tangerang where the first two clusters in the Sutera Rasuna supercluster recorded sales of up to 1,000 units in a relatively short time since the end of 2024.

"An achievement that not only reflects purchasing power, but also changes in preferences in choosing a place to live," he said.

Following the high demand for the market, Rusli added, his party introduced a third cluster titled VOLA with the main targets among the millennial generation and gen z.

"Responsing from the previous two clusters makes us confident that the pattern of occupancy consumption is changing. We see that today's young generation is not only looking for a house, but a place to live that can support their lifestyle as a whole," he said.

He added that more than just a temporary trend, Gen Z's growing interest in quality housing reflects changes in value in viewing home not only as an asset, but as a living space that supports productivity, balance, and freedom of expression.

"In the midst of global economic challenges, the younger generation has shown new optimism: choosing to settle, invest, and build quality of life from an early age," he said.