Yayoi Saito
Founder & CEO | Luxury Japan Journey Designer
The ONKO Heritage Journey
General Travel Services Manager
National Government Licensed Guide Interpreter
Regional Tourism Specialist
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Some expand our horizons.
Some challenge us.
Some introduce us to people who quietly change our lives.
I believe life itself is much the same.
This belief is the starting point of ONKO.
From designing tailor-made itineraries and escorting Japanese group tours across all 47 prefectures of Japan to destination marketing, OTA management, and regional tourism development in collaboration with local businesses and government organizations, I have experienced Japan from every angle.
Spending more than 600 days traveling throughout Japan in my twenties transformed the way I see this country.
Traveling across all 47 prefectures revealed a Japan far richer than I had ever imagined.
It was there that I fell in love with the country's regional food culture, seasonal landscapes, timeless traditions, and the stories that quietly connect them all.
Since then, discovering hidden local treasures and sharing them with travelers from around the world has become my life's work.
A New Perspective
Moving to Kyoto marked another turning point.
After spending many years building my career in Tokyo, surrounded by skyscrapers, crowded commuter trains, and the constant rhythm of city life,
I found myself slowing down for the first time.
It was in Kyoto that I began to notice a different kind of beauty.
One found not only in famous landmarks, but in the quiet rhythms of everyday life.
This perspective was further deepened by the countless local communities, artisans, and traditions I encountered across all 47 prefectures.
Today, I strive to design journeys that connect these different sides of Japan—its vibrant cities, timeless traditions, and remarkable local stories that often remain unseen.
Then I became a guide.
Becoming a full-time guide and spending nearly 200 days each year with travelers brought another important realization.
I noticed that many itineraries followed almost exactly the same route.
The destinations themselves were extraordinary—but they were often shared with thousands of visitors at the same time.
I began asking myself a simple question.
Is this truly the most meaningful way to experience Japan?
Then I remembered the Japan I had discovered while traveling across all 47 prefectures.
Quiet villages where time seems to stand still, preserving the beauty of old Japan.
Master craftsmanship refined over centuries, and homes that quietly carry the weight of generations.
Local festivals rooted in each community, where centuries-old traditions still come alive.
Landscapes where visitors can slow down, breathe deeply, and truly connect with the spirit of the place.
Japan is far richer than its most famous destinations.
Not because Japan needed another travel company. But because I wanted to share a side of Japan that many visitors never have the chance to experience.
The places where traditions are still part of everyday life.
The people whose craftsmanship has been passed down through generations.
The quiet moments that stay with us long after the journey ends.
That vision became ONKO.
People often ask why I chose this path. Of course, my philosophy wasn't shaped only by my career.
Looking back, perhaps it began much earlier than I realized.
My father worked with languages from around the world.
My mother loved spontaneous road trips, often saying,
"Let's just go." without even booking a hotel.
Those small adventures taught me that the most memorable journeys are rarely the most carefully planned.
My first solo trip abroad changed my life forever.
On September 11, 2001, I found myself on a flight bound for New York.
The kindness I received from complete strangers—and from a Japanese tour escort who helped me find my way home—showed me the true power of travel and human connection.
Surprisingly, the experience never made me afraid of travel. If anything, it deepened my desire to keep exploring the world.
Like life itself, travel doesn't always go as planned.
It brings unexpected turns, moments of uncertainty, and unforgettable encounters.
Rather than fearing them, I learned to embrace them.
Since then, I have traveled to more than 25 countries, carrying that same curiosity and openness wherever I go.
Those experiences continue to shape the journeys I design today—not simply as itineraries, but as opportunities for meaningful encounters, unexpected discoveries, and memories that stay with us long after we return home.
Never stop discovering.
The most meaningful journeys are built through people.
The past and present are never separate.
By learning from those who came before us, we create new value for today.
Today, ONKO is my way of connecting people with the stories, places, and communities that have shaped my own journey.
Perhaps our paths will cross in Japan someday.
Credentials & Experience
Learn more about my professional background on LinkedIn.
Let's Begin Your Journey
Every meaningful journey begins with understanding.
I'd be honored to help design yours.