Yuriko Mamiya
Founder & CEO
I was born and raised in Tokyo, with no relatives outside the city, so instead of summers at a grandparent’s countryside home, my parents took me traveling, in Japan and abroad. That’s where all of this started. I’ve been chasing the feeling of a new place ever since.
I then spent eight years at a TV station in Japan, traveling and filming all over the country, from famous sights to hidden local treasures. Those years taught me two things. The first is how much beauty this country still hides in places no camera has visited. The second is the power of media. Once a place is featured, it is never quite the same again. Kyoto is the clearest example: it has become so crowded that many of us locals in Japan have quietly stopped going, and a city we love is losing the very charm that made it famous.
And yet I could never give up on travel. Travel is, quite literally, my ikigai: the thing that makes life feel worth living. I’ve traveled to more than 30 countries, explored all 47 of Japan’s prefectures, and eaten at more than 5,000 restaurants along the way. I believe travel opens people up, connects strangers, and makes the world feel a little more inclusive. So I never wanted fewer people to travel. I wanted travel to work differently.
I also knew, as a traveler myself, where the best trips actually come from. Like many travelers, I’d have one or two must-see places in mind, like Machu Picchu, the Grand Canyon, or the Alhambra, but figuring out the rest often felt overwhelming. What saved every trip was the same thing: recommendations from locals. Meanwhile, friends from around the world kept asking me to help plan their trips to Japan. That’s when I started wondering: what if there were a better way, for everyone?
Those threads came together in one idea. A trip designed by locals who love a place enough to protect it. A destination kept off the record, so it is never trampled by its own fame. A traveler who arrives ready to be surprised. That is a mystery trip: to me, the most sustainable and the most joyful way to travel, and the best way to enjoy Japan at its fullest while keeping it worth returning to.
What started as my own idea is now a small team of travel obsessives, local experts, and creative minds, all sharing the same conviction. Together we help travelers experience a different side of Japan, one that goes beyond what you’ve seen on social media or in anime. And of course, every trip is tailored to your preferences, including any must-visits and places you’d rather skip.
We’re excited to help make your next trip to Japan one to remember.