I’ve worked in Japanese travel long enough to know the industry’s greatest hits by heart. The Tokyo–Hakone–Kyoto circuit. The sushi class. The tea ceremony. The bullet train photo through the window glare.

It’s fine, the first time. But go back, and it starts to feel like déjà vu with better luggage.

Having lived and worked in Japan and travelled the country extensivly. I still return regularly, not just for work, but for my own mental reset. Over the years, I’ve worked alongside the people who make trips happen: ryokan owners, local guides, artisans, ski hosts, innkeepers who still keep paper ledgers. They taught me that the real Japan doesn’t compete for your attention, it waits for you to slow down.

That’s what Don’t Take Me to Tokyo is about.
It’s not anti-Tokyo. It’s anti-automatic.

It’s for travellers who’ve done the checklist and are ready for more, people who love Japan enough to want to keep exploring. You still want great hotels, great food, and seamless logistics. You just don’t want them packaged like souvenirs.

I started this because I was tired of watching travel become content. Japan deserves better than bucket lists and “hidden gem” hashtags.

So I keep it small. Personal. Real. I work directly with local hosts, steer clear of places buckling under overtourism, and design trips that give more back than they take.

Cate Fuchter

Founder