Sustainable Travel: KAIDO

A 15,000 km Journey to Rediscover Japan’s Hidden Cultural Heritage

Ise Pilgrimage Routes
Koshu Kaido

A Journey Through Japanese Culture

Discover the living traditions and distinctive character of regions across Japan through a “cultural pilgrimage”—a journey that brings you closer to the wisdom and ways of life passed down through generations.

By tracing the connections between people, nature, and history, we rediscover the richness of Japanese culture that is often overlooked in modern life. Here, we share new perspectives and discoveries that can only be found by actually walking through these places.

Bringing the Sounds of Rokkakudo to Shinjuku

We recreated the sound of the waves surrounding Rokkakudo in Izura—a place where Okakura Tenshin devoted himself to contemplation—inside a tea room in Shinjuku.

Together with photographer Everett Kennedy Brown, we explored the world of The Book of Tea through the sounds of the tea kettle, the resonance of nature, and the presence of Rokkakudo itself.

This special tea gathering offered an opportunity to encounter Tenshin’s aesthetic vision and philosophy across time and space.

Discovering Japanese Culture Through Sound

Inspired by Okakura Tenshin’s The Book of Tea, this dialogue explores the future of Japanese culture.

Together with photographer Everett Kennedy Brown, we focus on the “sound” and “silence” at the heart of the Japanese tea ceremony. In an age dominated by the visual, we reconsider the importance of experiencing culture through listening—and the sensitivity that grows from it.

The Beauty of Utility in the Chasen

How is the chasen, the bamboo whisk essential to Japanese tea culture, actually made?

We welcomed Tango Tanimura, a craftsman carrying on more than 500 years of chasen-making tradition in Takayama, Nara, to demonstrate the remarkably delicate techniques behind the craft.

Discover the “beauty of utility” created from a single piece of bamboo, and the dedication of craftspeople working to preserve this tradition while carrying it into the future.

Toward Sustainable Tourism

To help realize truly sustainable tourism, we are focusing on Kaido Tourism, where the simple act of walking becomes a tourism resource in itself.

Our program, Sustainable Travel: KAIDO, offers visitors the opportunity to stay for an extended period while walking Japan’s historic routes and rediscovering the history and culture hidden along the way. Through these journeys, we aim to transform these cultural discoveries into meaningful and sustainable travel experiences.

Walking: Tourism in Its Most Sustainable Form

Rather than consuming existing tourism resources, our approach uncovers the history and culture that lie within local communities and develops them into products and experiences that can remain valuable tourism resources for generations to come.

We believe this represents a unique model of tourism built around long-term sustainability.

A Cultural Pilgrimage: Rediscovering and Revitalizing Japan’s Cultural Heritage

We do more than simply uncover cultural traditions buried beneath layers of history. We reimagine and refine them, transforming them into experiences, products, and services that remain meaningful in the modern world.

Awards

10th JACE Event Awards
Awarded Second Place in the Students, NPOs, Organizations and Individuals category.

Jace受賞歴

12th JACE Event Awards
Honored once again in the Students, NPOs, Organizations and Individuals category.