Untold Japan
In Japan, money does not open every door. Trust, respect and personal relationships are essential qualities to access all that this remarkable country can offer. The founders of luxury travel company Untold Japan have nurtured such connections over decades and now curate unique experiences that unlock the country’s hidden secrets, from Tokyo’s private dining establishments to little-known Kyoto temples.
“In Japan, you can’t just turn up,” says Joshua Lassman-Watts, CEO of Untold Japan, which is based in Tokyo. “We have built strong relationships that allow us to showcase different parts of Japan and the skills and crafts that have been practised for hundreds of years, from calligraphy to puppet making.” Guests can, for example, meet sumo wrestlers and manga artists, do whisky tastings and have dinner with a geisha at the oldest tea house in Kyoto.
Joshua first visited Japan 20 years ago. He was so enamoured by the culture that, when he returned to the UK, he immediately changed his degree from theatre studies to Japanese. As soon as he had completed his studies, he moved to Japan permanently, taking a variety of jobs that enabled him to immerse himself in local life. Naturally curious, he began to explore the country in more depth and make friends with local business owners and craftspeople.
In 2022, Joshua decided to put his expertise to use. He co-founded Untold Japan with Kengo Goto and Christian Closs, an experienced local tour guide, and they organised their first trip in 2023. Each visit is tailored around a group or individual’s personal interests. Joshua initially talks to the client to understand their preferences and what they hope to experience during their time in Japan. He then uses his contacts and knowledge to turn clients’ dreams into reality, developing a bespoke itinerary with excursions, luxury accommodation and travel. He even provides an etiquette guide.
Whether a client’s passion is food, nature or culture, the range of possibilities is vast. One customer was fascinated by samurai and wanted his own authentic armour, so Joshua sourced a 300-year-old armoury to make a suit, while another wanted a tour entirely focused on their love of manga.
Joshua aims to show people a different side of Japan, one that cannot be found in most guidebooks and is impossible to access for those not in the know. He also wants to help revitalise rural areas and showcase ancient Japanese crafts. It is an approach that means visitors can get under the skin of the country, seeing a side of life that few non-Japanese would ever witness. Customers largely come from the US, Europe and Australia, encompassing everyone from honeymooners to retirees, to solo travellers and multigenerational families. The company’s clients have also included Hollywood actors and CEOs.
As a mark of Untold Japan’s rapid success, in 2024 it won Best Luxury Tour Operator in Tokyo. And Joshua has plans to develop another strand: Untold Hotels. “We have just bought our first property about a two-hour drive outside Tokyo with an amazing view of Mount Fuji,” he says. “We will renovate that into a hotel with a gallery and restaurant, using local architects and craftspeople, because part of what we are doing is rebuilding these areas outside the tourist hotspots.” Untold Hotels is set to open in three years, after which Joshua hopes to take the concept to other countries, bringing authentic hospitality to people wherever they go while revitalising local communities.