Joshua Lassman Watts | Discovering the Untold Wonders of Japan

Japan—the Land of the Rising Sun—is home to a spectrum of tourist attractions, from breathtaking temples and shrines to lively shopping districts and tranquil natural landscapes. The island nation in East Asia offers a captivating mix of ancient traditions and leading-edge technology, thus becoming a favorite destination for travelers seeking a unique and memorable experience. 2023 was a milestone year for Japan’s travel and tourism industry. The industry underwent several challenges in the prior three years because of the COVID-19 pandemic, but it bounced back and achieved a series of record-breaking highs. Sensing these alluring opportunities amidst the global turmoil caused by the COVID-19 pandemic, a unique travel venture was born—UNTOLD JAPAN in 2022 and launched in 2023.

The brainchild of Joshua Lassman (Founder & CEO) is pioneering a new era of luxury travel in Japan, showcasing the country’s hidden gems that go unnoticed by tourists. After losing three jobs during the pandemic, the founder, who has lived in Japan for 16 years, channeled his love for the country into crafting this company. Alongside Christian Closs (COO) and co-founder Kengo Goto, a former travel guide with deep knowledge of Japan’s lesser-known wonders, the passionate trio sought to bring travelers a more authentic and enriching experience.

The Tokyo-headquartered company was inspired by pandemic-era travel to bustling cities and rural towns that had long been overlooked. These aging towns, facing depopulation as younger generations flocked to urban areas, offered a chance for revitalization. Through their tours, Joshua and Christian aim to rejuvenate these communities by introducing visitors to their unique culture and history. They also work toward building hotels, restaurants, and galleries that celebrate local artisans and produce. The company is marching forward with a clear mission to foster a deeper connection between travelers and the often-untold stories of Japan while simultaneously giving back to the communities that need it most.

A Leadership Style Shaped by Collaboration

Joshua Lassman strongly believes that a CEO’s leadership style is deeply rooted in teamwork and adaptability. Banking on a rich experience in marketing, he has a deep sense of understanding the value of collaboration and the roles each team member plays. His past experiences in project management also prepared him to lead a rapidly growing company. Scaling a company comes with challenges, especially in a dynamic industry like travel. Joshua reflects on the difficulty of finding the right talent to execute his vision and staying true to the company’s unique brand. Japan is a top tourist destination, which means UNTOLD JAPAN receives an overwhelming number of requests.

However, not all prospective clients fully understand the company’s niche offerings. Managing expectations while preserving the company’s identity has been a constant balancing act. Another challenge is staying professional, even when potential clients might not align with their concept. However, the team remains committed to maintaining their brand’s integrity while handling these interactions with care. Under his leadership, UNTOLD JAPAN, which started with just two persons, has grown to 25 employees in just one year. Joshua Lassman prioritizes creating a supportive and enjoyable work milieu, recognizing that a happy team turns into a productive team.

Milestones and Success

One of UNTOLD JAPAN’s significant milestones was reaching its first anniversary. Not only did the company survive its inaugural year—a feat for a startup—but it also paid back its investors within that time frame. It has been featured in prestigious publications like The Guardian and National Geographic, and even high-profile celebrities have used its services. “Success for me is not about material wealth but the satisfaction of my team and clients. My ultimate measure of success is creating something meaningful that enhances my team’s lives and the client’s experience,” he adds.

Looking Ahead: Exciting Projects on the Horizon

Joshua Lassman is particularly excited about two upcoming initiatives: the construction of hotels that revitalize local communities and the launch of an independent travel app called ‘Tomogo’. Set to release in October 2024, Tomogo will provide users with a guide-matching service, eliminating language and cultural barriers for travelers looking to explore Japan’s hidden treasures. As social media continues to highlight lesser-known travel destinations, he envisions a future where travelers seek more adventurous, off-the-beaten-path experiences.

UNTOLD JAPAN’s mission is to take this trend further by introducing tourists to places that even many Japanese people are unfamiliar with. The company’s deep network of connections provides unique experiences that go above and beyond the standard tourist offerings, ensuring that its clients leave with a profound appreciation for Japan’s untold stories. “There is a Japanese phrase, ‘ichigensan okotowari’, which says no first-time visitors. At first glance, it seems strict, but it also applies to Japanese people and helps preserve some aspects of Japanese culture. Our logo is the mark of the fusuma (Japanese paper doors), and at UNTOLD, we allow our clients to go beyond them and sense the wonder, he concludes.