Marie Kondo built her reputation by helping people tidy their lives, focusing on what truly sparks joy. Her method brought calm and clarity to millions. But now, she’s trading folded clothes for unfamiliar roads.
In a new global campaign with travel and experiences platform Klook, Kondo explores something different: how meaningful moments outside of routine can shape who we become.
The campaign, “The Best You,” presents travel as a way to reconnect with what feels important. For Kondo, this shift comes at a time of personal change.
“My system for tidying took the world by storm, but things had to change as I needed to focus on my family,” she says. “I’m coming back to where it all started, to discover what can spark joy in this new phase of my life. I want to always be open to new experiences, to never stop searching for things that touch my heart.”
As someone who enjoys new places and unexpected rhythms, I have felt that shift too. Some days I’m chasing a noisy parade, fully immersed in the energy. Other times, I find myself in a quiet spot with no agenda, simply taking things in. Both moments matter. They don’t always feel life-changing in the moment, but they move something inside me. They remind me of who I am—or who I’m becoming.
According to Klook’s latest Travel Pulse study, nearly 70 percent of Millennial and Gen Z Filipino travelers are seeking personal transformation. They want clarity, joy, and wonder. Nature retreats and weekend getaways are among the most common ways people are pursuing those goals. Nearly one in five respondents said such escapes help them focus on what’s meaningful.
“When the world feels unpredictable, people look for moments that bring them back to who they are,” said Marcus Yong, vice president, Global Marketing at Klook. “The Best You is our invitation to rediscover joy, connection, and personal growth through the simple power of travel and shared experiences.”
It turns out many travelers feel that shift physically too—48 percent said they felt fully recharged after a trip. Whether it’s a brief local break or something farther away, the act of going somewhere new can change how we see ourselves.
To guide people on this journey, Klook created an interactive online quiz that pairs travelers with one of eight unique travel personalities. Through a short, story-driven experience, people can explore who they are and what suits them best. Each travel type unlocks curated experiences based on personal interests and energy—something I wish I had during my early travel days when I didn’t know what I was looking for until I found it.
Kondo’s latest path takes her back to Japan, where her itinerary includes samurai training for focus and balance, a kintsugi workshop that celebrates broken pieces, and a robot dance session that embraces playfulness. It’s a mix of reflection and spontaneity. And that’s what makes it feel real.
I have had those kinds of days too—ones that begin with noise and color, then slow down into something quieter. Those moments remind me that travel isn’t always about escape. Sometimes, it’s about stepping into a version of ourselves we haven’t met yet.
Marie Kondo’s return to joy through lived experience, instead of folding and sorting, makes space for something many of us crave: permission to change. And in a world where stillness and chaos often collide, it’s comforting to know that both can lead somewhere meaningful.
