Yu Yu Home

What Yu Yu Home does

Yu Yu Home (悠悠ホーム株式会社) is a privately held custom-built detached housing manufacturer headquartered in Onojo City, Fukuoka Prefecture, with regional offices and showrooms across Fukuoka, Kitakyushu, Kurume, Kumamoto, and Saga. Founded in 1989, the company designs and constructs fully bespoke single-family homes for individual homeowners in the Kyushu region, holding the #1 position in Fukuoka commercial-zone construction starts for four consecutive years with cumulative deliveries of 5,500+ units since inception and a reported 90% customer satisfaction rate.

The company's core technology platform is built around two proprietary layers. The first is a full-wrap external insulation construction method (外張隙間なし外断熱工法) combined with high airtightness and seismic 制振 dampers, delivering approximately 12,000 JPY/month in energy-cost savings versus internal insulation. The second is the Wellness Plus (ウェルネス*ぷらす) health-technology suite, comprising sub-systems for air purification, humidity control via shikkui plaster, whole-house water mineralization, fine-bubble bathing, and UV-cut glazing. Distribution is showroom-led, with 30+ model houses across five Kyushu areas, a dedicated Health Experience Showroom in Kasuga City, and a layered digital funnel (website, social, online seminars, email land-list service, premium membership). Revenue is one-time per unit, with construction prices broadly ranging 20-40M JPY depending on specifications, complemented by land/residential lot sales, renovation (YUYU Renovation), and financial services (YUYU Financial) subsidiaries.

Yu Yu Home monetizes its core custom-home vertical through direct showroom sales supported by completion observation events (完成見学会), a QUO-card-incentivized reservation system, and an SI Collaboration product co-developed with Sekisui House that combines structural engineering with bespoke design. The company has extended into adjacent revenue streams via standardized (EQUAL), design-focused (FAV STYLE), and pre-built (nanoni) sub-brands, targeting the price-conscious, design-conscious, and immediacy-seeking segments respectively, while leveraging its warranty program (up to 60 years) and land database (approximately 22% off-market listings) as structural advantages in land-scarce Kyushu.

Name

Yu Yu Home

Legal name

悠悠ホーム株式会社

Website

https://yuyuhome.co.jp

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

251–500 employees

Short description

Yu Yu Home is a privately held, Fukuoka-based custom-built housing manufacturer serving individual homeowners across Kyushu (Fukuoka, Kumamoto, Saga), holding the #1 Fukuoka construction-start position for four consecutive years and operating 30+ showroom model houses alongside a proprietary external-insulation and Wellness Plus health-technology platform.

Ownership category

akta.pro rank

Product category

Residential Home Construction

NAICS

New Single-Family Housing Construction (except For-Sale Builders) (236115), New Housing For-Sale Builders (236117), Residential Remodelers (236118)

akta.pro primary industry

Custom Home Building (IMAFABAC)

akta.pro secondary industries

Single-Family Home Construction (Detached Homes) (IMAFABAA), Residential Green / High-Performance Home Construction (Net-Zero, Passive House) (IMAFABAH)

Keywords

• Custom home building
• Residential construction
• Home renovation services
• Health-focused housing
• Detached house construction

Headquarters

HQ city

Onojo

HQ country

Japan

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Custom House Construction (注文住宅の建築販売): 悠悠ホーム generates revenue primarily through the construction and sale of custom-built detached houses. As a custom housing manufacturer (注文住宅のハウスメーカー), each unit is designed and built to individual customer specifications. Revenue is one-time per unit ( строительство), with long sales cycles involving land acquisition support, design consultation, financing planning, construction, and after-sales maintenance. The company also generates revenue from land/residential lot sales, renovation services, and real estate transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Yu Yu Home is a custom home builder (注文住宅のハウスメーカー) that designs and constructs fully bespoke detached single-family houses for individual homeowners across Fukuoka, Kumamoto, and Saga prefectures. Each house is built to customer specifications using a full-wrap external insulation construction method and incorporates the proprietary Wellness Plus health-technology suite covering air purification, humidity control, and whole-house water quality. The company also offers specification homes (EQUAL), design homes (FAV STYLE), pre-built homes (nanoni), renovation services (YUYU Renovation), and financial services (YUYU Financial).

Product overview

Yu Yu Home operates as a custom-built house (注文주택) manufacturer and real estate developer serving Fukuoka, Kumamoto, and Saga prefectures in Kyushu, Japan. The company holds the #1 position in Fukuoka prefecture for housing starts (着工棟数) for four consecutive years. Its core offering is fully custom-built detached houses (完全自由設計), complemented by multiple sub-brands: SIコラボレーション (a collaboration with Sekisui House), EQUAL (standardized specification homes), FAV STYLE (design-focused homes), and nanoni (pre-built/ready-built homes). The company also offers renovation services (YUYUリノベ), financial services (悠悠フィナンシャル), and manages land development projects. On the product features side, Yu Yu Home markets its houses through specific lifestyle-oriented design lines including 平屋 (single-story), 土間 (earth-floor entry), ペットと暮らす (pet-friendly), 中庭 (courtyard), 吹き抜け (open ceiling/atriums), ガレージ (garage houses), 地下室 (basements), and 家事ラク (labor-saving flow designs). A key differentiator is ウェルネス*ぷらす, the company's proprietary health-technology package comprising air purification, humidity control, and whole-house water filtration systems. The company supports its sales through model house showrooms (住宅展示場) in five regional areas, a health experience showroom (健康体感ショールーム) in Kasuga City, and a comprehensive digital service layer including floor plan creation, land information, and premium membership programs.

Differentiator

Problem solved

Functional benefit

Brands

• EQUAL: 規格住宅 (standardized/specification home product line)
• FAV STYLE
• nanoni
• SIコラボレーション
• YUYUリノベ
• 悠悠フィナンシャル

Products and services

• Yu Yu Home Custom Built Houses (悠悠ホーム 注文住宅) Fully custom-built detached single-family houses designed to each customer's specifications, covering layout, materials, and performance features. The company's primary offering in Fukuoka, Kumamoto, and Saga prefectures.
• SI Collaboration (SIコラボレーション) A collaborative custom house brand developed with Sekisui House, combining Sekisui House's structural engineering with Yu Yu Home's custom design capabilities for column-free, expansive open spaces.
• EQUAL (規格住宅) A standardized specification house brand offering pre-defined designs at a more accessible price point than full custom builds.
• FAV STYLE (デザイン住宅) A design-focused house brand emphasizing aesthetic and stylistic elements in home construction.
• nanoni (建売住宅) Pre-built or built-for-sale houses offered as completed or near-completion properties for quicker purchase compared to custom builds.
• YUYU Renovation (YUYUリノベ) Home renovation and remodeling services for existing properties, operated as a wholly owned subsidiary of Yu Yu Home.
• YUYU Financial (悠悠フィナンシャル) Financial services related to home purchasing, including mortgage advisory and insurance products, operated as a wholly owned subsidiary.
• Model House Showrooms (住宅展示場) Model house showrooms across Fukuoka, Kitakyushu, Kurume, Kumamoto, and Saga areas, allowing prospective customers to tour fully furnished display homes.
• Health Experience Showroom (健康体感ショールーム) A hands-on experience facility in Kasuga City where visitors can physically experience the company's housing technologies including insulation, air quality, water filtration, bathing, humidity control, UV protection, and seismic damper demonstrations.
• Construction Works / Case Studies (施工実例・インタビュー) Portfolio of completed house projects with homeowner interviews and floor plans, showcasing design styles, features, and living experiences across different house types.
• Maintenance Support & Long-Term Warranty (メンテナンスサポート・長期保証) Post-construction maintenance support with up to a 60-year structural warranty program, including regular maintenance inspections and emergency response services.
• Floor Plan Creation Service (間取りプラン作成サービス) Free floor plan proposal service where Yu Yu Home's architectural designers create personalized layout plans based on customer preferences, delivered as watercolor-style floor plans and exterior renderings.
• Land Information Service (土地情報サービス) Land search and property information service, including access to unlisted/off-market properties (approximately 22% of inventory), with a smartphone app for real-time property alerts.

Quantifiable outcome

• Energy cost savings of ~12,000 yen/month for 40-tsubo houses compared to internal insulation method (based on company research)
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• 積水ハウス (Sekisui House)coreStrategic or Co-development Partner悠宇ホーム has a SI Collaboration (SIコラボレーション) partnership with 積水ハウス, one of Japan's largest home builders. The collaboration integrates 積水ハウス's structural engineering excellence with 悠宇ホーム's design and health-focused approach. The collaboration model house (SIモデルハウス) in Onojo City features a wide 4.5m living space, large openings, seismic performance using a foundation direct joint method, and is marketed as combining Sekisui House's strength with 悠悠ホーム's custom design capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Sekisui House: Sekisui House is one of Japan's largest homebuilders and an active strategic partner of Yu Yu Home via the SI Collaboration. It operates across custom, spec, and development segments nationwide, offering both structural technology and brand scale that Yu Yu Home leverages in its Kyushu operations.
• Daiwa House Industry: Daiwa House Industry is Japan's largest homebuilder by revenue and a broad incumbent in residential construction, including custom and for-sale single-family housing. Comparable as a national custom-home competitor with overlapping target customers in the premium detached-home segment.
• Sumitomo Forestry (住友林業): Sumitomo Forestry is a major Japanese homebuilder specializing in custom timber-frame homes, comparable to Yu Yu Home in the bespoke, design-focused custom home segment and premium wood-construction positioning.
• Asahi Kasei Homes (旭化成ホームズ): Asahi Kasei Homes is a national homebuilder under the Asahi Kasei Group, offering custom and for-sale housing with proprietary structural and insulation technologies. Comparable as a technology-forward national custom home player.
• Misawa Homes (ミサワホーム): Misawa Homes is a long-established national homebuilder with both custom and for-sale offerings, including renovation services. Comparable on full-service residential construction including renovation (overlapping with YUYU Renovation).
• Panasonic Homes (パナソニック ホームズ): Panasonic Homes is a national homebuilder leveraging Panasonic's brand and technology ecosystem to offer custom and spec homes with high insulation and energy efficiency — directly comparable to Yu Yu Home's high-performance positioning.
• Toyota Home (トヨタホーム): Toyota Home is a national custom and spec homebuilder leveraging Toyota manufacturing quality and seismic technology. Comparable in the technology-emphasizing custom home segment and target premium-detached customer.

Direct peers

• Ichijo Komatsu (一条工務店): Ichijo Komatsu is one of Japan's leading custom home builders, particularly strong in energy efficiency and high-performance housing — directly overlapping with Yu Yu Home's external insulation and ZEH positioning. They compete head-to-head in technology-led custom home sales.
• Tama Home (タマホーム): Tama Home is one of Japan's largest dedicated custom home builders, competing in the same mid-market custom single-family segment with a similar nationwide showroom model. Directly comparable on business model, target customer, and pricing tier.

Regional players

• Anabuki Construction (穴吹工務店): Anabuki Construction is a Shikoku-based regional homebuilder with strong custom home offerings, similar in size and regional focus to Yu Yu Home. Comparable as a regional custom home specialist with similar showroom-driven sales motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/yuyuhome
• YouTubeyoutube.com/user/YUYUHOME
• Facebookfacebook.com/yuyuhome.jp
• Instagraminstagram.com/yuyuhome_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yu Yu Home