Business Next Interview: Add.One’s New Brand WHO’s HOME Turns Nicole Hsiao’s Home into a Tokyo Stay—What Is This Business Really Selling?
WHO’s HOME uses three financial strategies. Max Lu says the business is already profitable.
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Media Coverage / Blog
Stories worth reading about people, spaces, and cities.
Business Today: KOL Fan-Economy Pioneer Max Lu Expands into Japanese Real Estate, Opening a New Chapter for E-commerce and Property
As the benefits of e-commerce growth fade, Max Lu is combining the KOL fan economy with Japanese real estate to create a new investment model—and reveal the next blue-ocean market for entrepreneurs, investors, and brands.
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SET News: A Major Investment in a ‘Second Home’ in Tokyo—Nicole Hsiao Opens Her Entire House to Guests and Ships Mattresses from Taiwan
An experienced news anchor, Nicole Hsiao has quietly woven her signature touches into the property. Her beloved pet, Yuzu, did not travel to Japan, but reminders of Yuzu appear throughout the house for fans to discover.
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FTV News: Nicole Hsiao Invests in Her ‘Second Home’ in Tokyo and Opens It to Guests, with Mattresses Shipped from Taiwan
Nicole’s Home is a detached, two-story property of 102 square meters, designed for small families and groups of friends or relatives renting the whole house. Guests can eat and chat together in the shared spaces while keeping their own undisturbed places to rest.
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CTWANT Interview: Nicole Hsiao Adds “Hospitality Host” to Her Many Roles—Shipping Mattresses from Taiwan to Tokyo for a Better Night’s Sleep
Former news anchor Nicole Hsiao has opened a guesthouse in Tokyo, becoming its “most glamorous host.”
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Mirror Media: Former News Anchor Nicole Hsiao Invests in a Tokyo Whole-Home Stay, Bringing Celebrity Branding to Family Travel
Former news anchor Nicole Hsiao has entered Japan’s hospitality market, investing in and planning Nicole’s Home (YAHIRO), a detached Tokyo property now accepting reservations. It holds a Japanese Hotel Business Act license allowing year-round operation, taking her beyond overseas property ownership into hands-on hospitality. WHO’s HOME operates the property, and Nicole is both its celebrity representative and a principal investor. From the planning stage, the project sought a hotel license and combined real-estate assets, hospitality operations, and a personal brand to pursue long-term returns, rather than simply buying and renting out a home.
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Liberty Times: Nicole Hsiao Opens a Tokyo Guesthouse, Creating a Second Home with Mattresses Shipped from Taiwan
Sitting inside Nicole’s Home, Nicole Hsiao introduces the mattresses she spared no expense shipping from Taiwan.
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CTWANT Interview: Nicole Hsiao Wanted a Better Stay—So She Opened Her Own Guesthouse and Took on Japan’s Demanding Year-Round Hotel License
Former news anchor Nicole Hsiao recently invested in the Tokyo hospitality property “Nicole's Home.”
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Economic Daily News: Japan’s “Cross-Border Assets × Fan Economy” Hospitality Model—Max Lu Joins Chu Huang-Wei and Hsieh Ming-Yuan to Establish Kajia Home Co., Ltd.
Trust is the scarcest resource: from the fan economy to hospitality assets, experience replaces price competition.
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