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The aging of the population and the continuous development of the real estate industry have brought about the rise of pension real estate. Nowadays, the academic and real estate enterprises have passion for pension real estate and do a lot of discussions. However, in fact, the study of China’s pension real estate theory is still in its infancy, the practice has been stalled. From the traditional culture point of view, Chinese ghost culture and face culture affect the effective demand of the pension real estate. For the elderly, the elderly live together; the death of an elderly person will cause fear, then affecting physical and mental health. For sons and daughters, few of them will send their parents to pension institutions because of concept of saving face whether the sons and daughters are rich or not. This cultural conflict is the cause of China’s pension real estate in trouble. Therefore, for the development of pension real estate, we must take into account the unique cultural background of China, and take the localization of the road.

Ghost Culture, Face Culture and Illusion of Demand—A Cultural Perspective of Pension Real Estate