Marie Kondo, the global tidying guru behind the “spark joy” philosophy, is embarking on a new chapter in her journey—one that emphasizes the transformative power of travel. In collaboration with Klook, Asia’s leading travel and experiences platform, Kondo has launched “The Best You”, a campaign aimed at redefining how we view travel in the context of self-discovery.
The campaign marks a significant shift from Kondo’s past brand, which was focused on tidying and minimalist organization. Now, Kondo is embracing spontaneity and the idea that travel can be a catalyst for introspection and personal growth. Rather than offering a traditional travel experience, “The Best You” invites travelers to step into journeys that are reflective, meaningful, and empowering.
This campaign speaks directly to the growing desires of Millennial and Gen Z travelers, who are increasingly seeking more from their vacations than just relaxation or escape. These younger generations are looking for travel that helps them reconnect with themselves, explore their purpose, and spark personal transformation.
Kondo’s approach reflects a broader cultural shift, where the notion of “escaping” to travel is giving way to an understanding that the journey itself can be a mirror—helping people gain clarity about who they are and what they truly want from life.
By partnering with Klook, Kondo is tapping into Asia’s growing market of purpose-driven travel, and her brand evolution is a testament to how even icons of organization can embrace fluidity and change. The core message of the campaign: “The world is not a distraction from your life—it’s the mirror through which you may finally see yourself.” This profound insight positions travel not as a break from life, but as an opportunity to better understand it.
This marks a new chapter for Kondo—one that invites her global audience to embrace adventure and reflection in a more authentic way.
