Marie Kondo Uncovers Two Hidden Regions of Japan as Wellness Destinations, Jnto Unveils New Films “Breathe in Japan”

The Japan National Tourism Organization (JNTO) New York Office hosted a wellness-themed media event, “BREATHE IN JAPAN,” at Bon Studio in Brooklyn, marking the 250th anniversary of the founding of the United States. Approximately 40 leading U.S. media representatives and content creators attended the event.

The event positioned Japan as a destination where travelers can restore balance and reconnect with nature, culture and tradition. Newly produced tourism films featuring Mie Prefecture and Izumo in Shimane Prefecture were officially introduced.

Opening remarks were delivered by Executive Director Susumu Matsumoto of the JNTO New York Office, who introduced the event’s theme, “Breathe in Japan,” and spoke about Japan’s growing popularity as a travel destination, as well as increasing interest in “hidden gems” across the country. He said, “Japan welcomed over 42 million international visitors in 2025, reflecting strong global interest. Inspired by Marie Kondo’s philosophy, we asked which stories truly spark joy, leading us to introduce the hidden gems of Mie and Shimane Prefectures.”

The event featured a talk by renowned Japanese organizing consultant, author, and TV presenter, Marie Kondo, along with the screening of newly produced highlights films set in Mie Prefecture and Izumo.

The films highlight two regions that embody the essence of restorative travel, portraying scenes of harmony between nature and history — including the sacred grounds of Izumo Taisha and the traditional ama diving culture of Mie. Through deeply rooted cultural traditions and living heritage, the films express the concept of a journey that restores balance.

The project was produced in close collaboration with local governments, tourism associations and community partners in Mie and Shimane, carefully and authentically capturing each region’s distinctive identity and multifaceted appeal.

During the event, Marie Kondo — who appeared in the films — spoke directly about the charm of both destinations.

Regarding filming in Izumo, she shared, “We’re all busy and constantly thinking in our heads but being there allows you to experience a sense of quiet and truly feel, ‘I’m here.’ Simply by being present and connecting with the land, it’s something you can feel on a deeper level within yourself.”

Regarding filming in Mie Prefecture, she noted, “When I went to the ama hut, I met a 94-year-old diver who started when she was around five and kept diving until she was 80. She is known as a legendary diver, and that was certainly a legendary accomplishment. She is now at the hut greeting guests and is still very active.”

In conjunction with the event, the long-form film “Breathe in JAPAN: Marie Kondo Visits MIE/Izumo” was released on YouTube, inviting global audiences to experience Japan’s wellness offerings firsthand.

Representatives from Mie Prefecture and Shimane Prefecture also attended the event. With the support of local partners OKUME, Kettl Tea and ITO EN North America, guests were introduced to Izumo soba, dashi and Japanese tea culture, along with curated giveaways, highlighting the multifaceted appeal of Japan’s regional culture, cuisine and traditions.

As interest in experiential, nature-based and wellness travel continues to grow in the U.S. market, JNTO remains committed to promoting sustainable tourism and encouraging visitation to diverse regions across Japan.

Izumo: https://youtu.be/kn7M8v4w_rE? si=oHPrvjNaXnuFpZR0

Mie: https://youtu.be/_pnwIcPIidE? si=vKIAXTy_61UeJvr_

ABOUT JAPAN NATIONAL TOURISM ORGANIZATION (JNTO)

As the official tourism board, JNTO seeks to inspire international travelers to visit Japan. Focusing on sustainability, diversity and preservation of its history and culture, JNTO encourages travelers to explore the country while supporting local businesses, learning about indigenous cultures, and helping conserve its natural sites.

For more information about travel to Japan, visit https://www.japan.travel/en/us or the JNTO pages on Facebook, Instagram and Youtube. To contact the New York office of the Japan National Tourism Organization (JNTO) directly, please e-mail jntonyc_press@jnto.go.jp.