Cases
Investment and Operation of the Co-Living Brand, 'HAUN'
Proposing a New Way of Living through the Investment and Management of Co-Living Residence
Project Summary
Samurai Capital established a fund focusing on co-living residences and, in March 2024, acquired and began operations of its first project, HAUN Tabata. To adapt co-living residences with Japanese culture, Samurai Capital has set up its own operational arm to highlight the product successfully.
Samurai Capital's Perspective
Social Background
（Existing Challenges & Latent Demands）
（Existing Challenges & Latent Demands）
The COVID-19 pandemic has led to new demands for living environments due to changes in working styles, such as remote work.
In the era of social media, there is a strong desire among young people increasingly seek in-person connections with others who share similar values.
In traditional shared housing in Japan, the close proximity among residents and the pressure to participate in community events often create a sense of "share house fatigue," as many Japanese people prefer comfortable and respectful distance from other residents.
Samurai Capital's Focus
（Key Insights）
（Key Insights）
By focusing on co-living as a solution to meet emerging demands, Samurai Capital aims to redefine single-person living with a fresh perspective.
In Tokyo, where many areas have strict regulations on studio apartments, Samurai Capital aims to transform the conventional mindset from “I want to live in this area” to “I want to live in this facility”.
Simply adopting international practices may not work in Japan; careful adaptation and hands-on management are expected to be crucial for to project success.
Samurai Capital's Specific Actions
Providing living spaces with the ideal balance of connection and privacy preferred by Japanese people
Offer living space where each resident can enjoy their own time while still sensing the presence of others, with a distance that allows for passive participation—such as subtly nodding along to overheard conversations—without requiring active engagement.
Carefully build each project, taking its sub-market and regulations into account, while ensuring alignment with profitability.
A plan that features a toilet and shower (bath) in each room, while keeping the room size smaller and incorporating design techniques to make the space appear larger.
By having architects, designers, and marketers collaborate throughout the development process, high-quality products are created.
A design that is impactful yet not extravagant, featuring interiors that incorporate ESG-conscious elements such as reclaimed materials. Thoughtful efforts to communicate these aspects to consumers are seamlessly integrated, helping to build a strong brand.
Results and Future Developments
As a result of direct leasing through social media platforms like Instagram and TikTok, the first project, HAUN Tabata, achieved full occupancy within approximately six months
In terms of resident demographics, it has attracted by a higher proportion of tenants with higher income levels compared to nearby single-room apartments.
HAUN Tabata won the Good Design Award
The shared spaces were designed not as abstract concept but as "a place for everyone". The approach was praised as intended, leading to the award.
4 projects are currently under development for opening in 2025
In 2025, "HAUN Ogu," "HAUN Kuramae," "HAUN Osaki," and "HAUN Heiwadai" are scheduled to launch. Additionally, other projects are underway, with the goal of supplying 1,000 to 2,000 additional units annually in the future.
About the Unique Brand HAUN
Concept :
A new co-living space that prioritizes comfort and livability
The Perfect Balance of Space
Not too close, not too distant. A new kind of distance and relationship with those you live near, distinct from highly social apartment complexes or living alone
Thoughtful Interior Design
Prioritizing livability over traditional apartment designs, the shared spaces and furniture are thoughtfully planned by architects, with attention to every detail
The Touch of Nature
A space that brings the touch of nature, with greenery, sunlight, and natural textures. A place where a healthy lifestyle is possible, even in the heart of the city.
