Marie Kondo, renowned for her tidying method that helped millions declutter their lives, is now embracing a new journey: one of travel and self-discovery. In partnership with Klook, Kondo is featured in the brand’s latest global campaign, The Best You. This collaboration marks a shift from her structured approach to life towards a more spontaneous exploration of joy and personal growth.
The campaign invites travellers to view travel not just as a break, but as a means of personal transformation. Kondo, who became famous for her tidying system, explained that her priorities shifted to focus on her family.
“My system for tidying took the world by storm, but things had to change as I needed to focus on my family. I’m coming back to where it all started, to discover what can spark joy in this new phase of my life. I want to always be open to new experiences, to never stop searching for things that touch my heart,” she said.
Klook’s Travel Pulse study reveals that personal transformation is a key motivator for millennial and Gen Z travellers. Half of these generations are seeking meaningful experiences rather than just picturesque getaways. Nature retreats and short weekend escapes are increasingly seen as pathways to deeper, more transformative experiences.
The campaign highlights the power of travel, with 48 per cent of travellers reporting feeling fully recharged after their trips. The Best You encourages individuals to find joy and personal growth through both local and international travel experiences.
To support this, Klook has launched an interactive online quiz that helps users discover their travel personalities. This quiz, blending personality insights and storytelling, leads participants to one of eight travel personas, each offering tailored experiences that aim to help them achieve their best selves.
For those interested in following in Kondo’s footsteps, a specially curated itinerary in Japan offers experiences such as participating in a kintsugi workshop, learning samurai techniques for balance and focus, and enjoying a robot dance session.
Marcus Yong, vice president of global marketing at Klook, emphasised: “We’ve always believed experiences offer more than just activities—they’re a way to see yourself differently. When the world feels unpredictable, people look for moments that bring them back to who they are.”
