Marie Kondo Pivots to Travel With New ‘The Best You’ Campaign

Visitors to the Tokyo Tower on a recent sunny afternoon may have found themselves doing a double-take towards the observation deck. There, clad in her trademark minimalist, elegant, and softly feminine attire accented by a sleek, straight bob falling chin-length, was the purveyor of simplistic joys herself, Marie Kondo, doing the robot dance. The unusual scene was a testament to Kondo stepping outside her bubble, though it’s all part of a larger plan. Kondo recently partnered with tour and experience curator Klook to produce an itinerary and video series called “The Best You,” in which Kondo travels to Tokyo and elsewhere in Japan in search of her freshest and most authentic self. Her aim is simple: to help others find a new self through travel.

“Truly, for me, Kurukuru’s message itself is very simple, to find a sparking joy experience anytime, anywhere, so this time my message of sparking joy, which I always convey, has a very strong affinity, and I am very happy to be working together” Kondo told Matador.

Kurukuru, a partner in the campaign promotes joyful experiences anytime, anywhere – and the partner’s name became a central ethos to the campaign. The Japanese concept of kurukuru, which roughly translates to “spinning around” – and rather than sowing chaos it’s intended to help a person find joy and excitement. Klook and Kondo came together to launch a Marie Kondo-themed itinerary in Japan, aimed at US travelers, that includes the same robot dance lesson she took, along with a Samurai experience and a Kintsugi Experience, which involves repairing broken ceramics — perfectly in-line with Kondo’s “joy sparking” mantra.

Sparking joy through travel: Marie Kondo’s take on the vagabond life

Photo courtesy of Klook

“I really love the idea of finding my most authentic self,” Kondo says, noting that through travel, she’s able to “refresh herself and recenter her mind” as she “absorbs the energy of the destination she travels to.”

Indeed, the internationally best-selling author of 2011’s The Life-Changing Magic of Tidying Up found herself in some novel situations while working on “The Best You” project. In addition to her robot dance shenanigans, she practiced Japanese swordfighting and experienced the chaos of Harajuku, central Tokyo, in her quest to find her best self.

Marie Kondo’s current definition of finding joy has evolved to encompass a broader, more dynamic view, particularly influenced by her participation in the Best of You campaign. She now sees travel as a powerful tool for self-rediscovery and transformation—what she describes as a “gateway to becoming the version of yourself you didn’t know you were looking for.” Kondo expresses a deep love for the idea of finding her most authentic self through travel, feeling that each destination offers a chance to absorb new energy and become a refreshed, evolved version of herself.

A key part of this evolving philosophy is being open to new experiences that touch the heart. Kondo actively embraces unfamiliar moments, such as participating in a “金 works” session where she performed a robot dance at Tokyo Tower—an experience she describes as helping her uncover “the best side of me.” This openness aligns with her original “spark joy” mindset but now branches into new territories, blending seamlessly with the ethos of

Ultimately, Kondo’s pursuit of joy now includes elements of personal growth, mental renewal, and transformation. She highlights how travel allows her to refresh and recenter her mind, deepening the sense of clarity and wonder that joy brings. While tidying remains at the heart of her philosophy, Kondo now embraces joy as something that can also be found through exploration, reinvention, and the uplifting experiences that life—and travel—have to offer.

More about The Best You campaign

Photo courtesy of Klook

The Best You campaign, launched by Klook—a leading platform for travel and experiences in Asia—is a global initiative that reimagines travel as a journey of personal transformation. As Kondo herself found, travel helped her learn to “always be open to new experiences, to never stop searching for things that touch my heart.”

The campaign encourages individuals to discover previously unexplored aspects of themselves through meaningful experiences – not just traveling to tick off a list or to see a place, but to actually pursue personal growth. By seeking clarity, joy, and growth, the campaign posits that you can travel not just as a getaway, but as a catalyst for rediscovery and emotional connection.

“I’m coming back to where it all started, to discover what can spark joy in this new phase of my life,” Kondo says. “I want to always be open to new experiences, to never stop searching for things that touch my heart,”

Kondo embraces this new phase in her life by exploring unfamiliar experiences that bring joy and self-discovery. She partnered with Klook to curated an itinerary called “Walk in Marie Kondo’s Footsteps” for those visiting Japan. This includes experiences like a samurai workshop for balance, a kintsugi session to appreciate imperfection, and robot dance classes similar to Kondo’s. The campaign also features a personality quiz that helps users discover one of eight travel archetypes, unlocking personalized experiences tailored to their journey of self-discovery.

Watch Marie Kondo’s “The Best You” episode below.

https://youtube.com/watch?v=VP9c7Lq20ss%3Fsi%3DXGtcWrNZlf-bc4U9