Untold Japan is more than just a luxury travel company – it’s a bridge between Japan’s timeless traditions and the discerning modern traveler. At its helm is Joshua Lassman-Watts, whose mission goes beyond curating bespoke travel experiences. Untold Japan partners with local artisans, breathes life into forgotten communities, and champions sustainability in every journey.
In this exclusive interview conducted by Alexander Chetchikov, President of the World Luxury Chamber of Commerce, Joshua takes us behind the scenes of Untold Japan. He reveals its unique approach to blending luxury, authenticity, and purpose while showcasing what makes it a top choice for travelers from the USA and UK seeking unparalleled, money-can’t-buy experiences.
Alexander Chetchikov: Untold Japan has earned a stellar reputation for its distinctive approach to luxury travel and was named Best Luxury Tour Operator in Tokyo, Japan. Could you share the story behind how the company originated?
Joshua Lassman-Watts: In November 2022, after losing my third job due to the pandemic, I sat down with Christian, our COO. Christian, an experienced tour guide in Japan for over ten years, shared my belief that Japan would likely reopen once the pandemic settled. With that in mind, we aimed to create something in time for the reopening.
Over the next four months, we dedicated ourselves entirely to building Untold Japan, working seven days a week, almost around the clock, to develop a website and a detailed plan. Our vision wasn’t just to start a luxury tour company but to share our passion for this incredible country.
I’ve lived in Japan for 16 years, and Christian has been here for over a decade. Our goal was never to simply guide people along the standard golden route. That’s where the name Untold Japan came from. Over the years, I’ve had the privilege of experiencing so much and meeting incredible people who have introduced me to unique and lesser-known sides of Japan. We wanted to give something back to the country that has become our home.
Two years later, our team has grown to 21 people, and we’re continuously building on our success.
We chose to focus on the luxury side of travel because many parts of Japan are best suited for smaller groups. Large tour groups often miss out on the intimate and meaningful experiences that make Japan so special. By focusing on luxury travel, we’re able to connect people with these authentic opportunities while maintaining the quality and personal touch they deserve.
AC: How do you personally define a true luxury travel experience, and what sets it apart in today’s market?
JLW: My idea of luxury in Japan differs from what many might traditionally imagine. It’s not just about five-star resorts and fine dining. For me, luxury is about opening doors—providing access to places and experiences that are typically out of reach. This concept is even reflected in our company logo, inspired by Japanese sliding doors.
Through our work and the relationships we’ve cultivated, we’ve been able to open these metaphorical doors, curating exclusive experiences for our guests. The essence of what we offer is access—connecting people with unique and meaningful opportunities they couldn’t experience on their own.
At the same time, we ensure every aspect of their journey meets the highest standards. From the hotels they stay in to the places they explore and the local dining experiences they enjoy, every detail is meticulously crafted to align with the quality our guests expect and deserve.
AC: Your work with local artisans and community rebuilding is inspiring. Can you share an example of a project Untold Japan has supported and how it has impacted the community?
JLW: We’re involved in several projects aimed at positively impacting local communities. One of these is our Untold Hotels initiative, which focuses on community revitalization. Many regional areas in Japan are working hard to preserve traditions while rebuilding their communities, and our partnerships play a role in supporting this mission.
For instance, in Mie Prefecture, pearl farming is a centuries-old tradition that is slowly disappearing due to the challenges the community faces in sustaining it. By collaborating with local communities, we provide our guests with the opportunity to visit places like this instead of the typical tourist destinations.
This not only offers our guests a unique chance to witness these traditions firsthand but also allows them to gain a deeper appreciation of the efforts these communities are making to preserve their heritage. Through these experiences, we aim to create meaningful connections and support the preservation of Japan’s rich cultural legacy.
AC: For travelers from the USA and UK, what sets Untold Japan apart from other luxury travel providers? Can you give us a glimpse into the exclusive experiences they can enjoy?
JLW: The essence of our exclusivity lies in opening doors that are typically inaccessible. In Japan, it’s not just about how much money you have—it’s about the relationships you build and the trust you earn through meaningful connections.
Take, for example, a dinner with geisha. While many platforms offer this kind of experience at various price points, the geisha house we collaborate with is the oldest in Japan—and they work exclusively with us. This relationship exists because I was introduced to them through a highly respected client of the house, someone I met through a mutual friend.
Building that trust took time and genuine effort. No matter how much money someone has, without the right relationships, these opportunities remain out of reach. Thanks to the connections we’ve nurtured, we can arrange access to places and experiences that would otherwise be impossible to enjoy.
Another example is our work with artisans and local craftsmen, which ties into our commitment to community building and revitalization. In the mountains near Matsumoto, we collaborate with a highly skilled woodworker whose talent is nearly impossible to discover independently. I learned about him through a trusted contact and spent time at his remote workshop, which is nestled an hour and a half into the mountains. Now, we can bring our clients there to meet him, see his craft, and gain insights into his world—an experience no standard itinerary could replicate.
This level of bespoke experience is something most travel agencies simply can’t offer. At Untold Japan, we go beyond the usual itineraries to create truly unique and personal journeys that our clients won’t find anywhere else.
AC: Sustainability is a key aspect of your mission. How do you balance providing luxury experiences with ensuring environmental and cultural preservation?
JLW: Through our Untold Hotel project, we’re deeply committed to sustainability, ensuring that every element of the experience is 100% eco-friendly. Japan continues to face challenges with plastic bottles and excessive packaging—issues that require action at the government level.
At Untold Japan, we focus on what we can directly influence: moving away from overcrowded tourist areas and fostering connections with local craftsmen. For us, sustainability begins with supporting these local communities.
We introduce our guests to unique places where their visit contributes to preserving traditions and supporting small businesses. At the same time, we encourage our clients to minimize waste during their travels.
Our goal is to provide a balanced mix of experiences. One day, guests might enjoy high-end, Michelin-star dining, and the next, they could visit a local eatery that serves well-sourced, locally prepared meals. This approach not only enriches the travel experience but also ensures that we’re contributing positively to the environment and the cultural fabric of the communities we visit.
AC: Artisanal craftsmanship is deeply rooted in Japanese culture. How does Untold Japan incorporate this into the travel experiences you offer, and why is it important to you?
JLW: Our studio plays a vital role in our work, serving as a space where we collaborate with a wide range of local artisans. From pottery and glassware to woodwork and leatherwork, the sheer number of skilled craftsmen across Japan is truly extraordinary.
For instance, I recently had the honor of meeting a ninth-generation puppet master, the last person currently creating puppets using this traditional method. Engaging with these craftsmen is about more than just observing their work—it’s about preserving their craft and legacy.
Although he is the last of his generation, he has an apprentice. By sharing his art with a broader audience, we hope to help him inspire and train more apprentices, ensuring that this centuries-old tradition does not vanish in the face of modern technology.
For me, it’s about striking a balance between showcasing these remarkable artisans and their work while actively contributing to its preservation. It also raises an important question: In 100 years, will there still be a 15th-generation puppet master carrying on this tradition?
AC: At the World Luxury Chamber of Commerce, we’ve observed that Japan is an incredibly popular destination among discerning travelers from the USA and UK. Why do you think Japan captivates these travelers so profoundly, and how do you tailor your offerings to meet the tastes and expectations of clients from these regions?
JLW: Every tour we create is entirely unique. The key to our approach lies in the time we spend with our clients, engaging in thoughtful, back-and-forth communication to ensure that each itinerary is specifically designed to meet their tastes and expectations.
Our team of guides and travel experts consists of both expats and Japanese citizens who have lived in Japan for at least five years, immersing themselves deeply in its culture, history, and diverse regions. Their collective expertise allows us to craft experiences that are both authentic and exceptional.
We also prioritize collaboration within our team. Regular research meetings give us the opportunity to exchange ideas, explore new possibilities, and continually enhance the experiences we offer.
This tailor-made approach requires a great deal of effort, but it ensures that every journey we design meets the highest standards of quality and provides an unforgettable experience for our clients.
AC: What’s next for Untold Japan? Are there any exciting new initiatives or partnerships that your global audience should know about?
JLW: We’re continually working on expanding our hotel division, which is a significant project for both me and the team. A major focus of this effort is building strong relationships with local communities across Japan. We have several projects in the pipeline and are always seeking innovative ways to grow and expand our reach.
Interestingly, we’ve done zero PR within Japan to date. Despite this, in the past few months, several Japanese agencies and companies have approached us with partnership opportunities. For instance, we’ve received inquiries from Japan Heritage, Suntory, and the Asakusa Association of Corporations. These collaborations aim to promote and bring more travelers to the lesser-known regions of the country, showcasing their unique charm and heritage.
As Joshua Lassman-Watts has shared, Untold Japan is redefining the essence of luxury travel by seamlessly blending exclusivity with purpose. The company offers travelers from around the globe unparalleled access to Japan’s hidden wonders. Through a steadfast commitment to sustainability, support for local artisans, and the creation of bespoke experiences that transcend the ordinary, Untold Japan invites discerning travelers to not only explore but also form a deeper connection with the very heart of Japan.
Thank you, Joshua, for taking the time to share your inspiring journey and vision with us. We wish Untold Japan continued success in crafting unforgettable experiences and making a meaningful impact on the world of luxury travel.
To learn more, visit https://www.untold-japan.travel/
