&nbsp;Since the Japanese housing system was marketed at the end of the 20th century, a huge amount of private sale housings were built and became a receiver for the people who returned to the metropolitan area. As more than 20 years have passed since the arrival of the era of urban core revival, it is indispensable to analyze &ldquo;lifestyle images&rdquo; seen in the housing market to read changes in the living environment.<br>&nbsp;The purpose of this paper is to clarify how residential housing has changed the living environment by analyzing expressions used in housing advertisement. There were three investigations and following was obtained:<br><br>&nbsp;1) Location and value change of private sale housing under the era of urban core revival<br>&nbsp;It became clear that the private sale housing in the era of urban core revival can be roughly divided into two groups. One is a group of houses (named &ldquo;standard private sale houses&rdquo;) with a price of 30-60 million yen in size of 60-89 square meters and a floor height of 15 floors or less, and the other is a group of houses with various characters (named &ldquo;special private sale houses&rdquo;). The former is distributed throughout the metropolitan area, whereas the latter was found to have a radial distribution structure centered around the Yamanote line. Also, paying attention to the difference in living environment value, the former will only enjoy the basic value, while the latter will enjoy more diverse and image-wise value. As mentioned above, two groups with different properties have been supplied to private sale houses to promote population return to central Tokyo.<br><br>&nbsp;2) Transition of the regional image caused by soaring and falling of residential land prices<br>&nbsp;Based on the value expression of the location area in the housing advertisement, it became clear that the regional images were categorized into six clusters, each having a unique distribution tendency. While three regional images of &ldquo;CL1: low convenience area with lacking of living facilities&rdquo;, &ldquo;CL3: low image area with lacking of natural values&rdquo;, and &ldquo;CL4: high ground permanent-living area&rdquo; tend to be distributed throughout the metropolitan area, &rdquo;CL2 education / security specialized area&rdquo; tend to be distributed around 20km from central Tokyo, and &ldquo;CL5: urban area with entertainment&rdquo; and &ldquo;CL6: advanced image inclusive area&rdquo; are distributed mainly around the peripheral area and some coastal areas. Next, looking at the transition of regional images under the return to the city center, we found that the transition to &ldquo;CL3: low image area with lacking of natural values&rdquo; is mainly progressing in the whole metropolitan area. Areas that achieved transitions of regional images different from these were extracted as "transitions of unique area images" from this analysis.<br><br>&nbsp;3) Actual state of the areas that achieved transitions of unique regional images<br>&nbsp;In the six areas that achieved "transitions of unique area images", small factories, condominiums, detached houses, apartment complexes, corporate houses were found to be subject to renewal. Among them, in the price rising region, there is a diverse characteristic in the change of building uses, and accordingly there was a difference in the transition of the regional images. On the other hand, in the price falling area, construction of condominiums is progressing but there is no clear difference in the change of building use. Instead of it, it was grasped that cognitive changes in location areas such as expansion of the view of the surrounding area, replacement from the natural environment to the child rearing environment, accreditation and boost by the administration are strongly influenced on the transition of regional images in the price falling area.