Popular Keywords Sumo| Local food| Robot Restaurant| Disneyland Universal Studios| Hiroshima| Nikko| Geisha
Category Hiking/Mountain| Gourmet
Ryokan/Onsen| Cultural Experience Programs
Must-see Spots| Matsuri/Events
Region Hokkaido| Tohoku| Kanto| Chubu
Kansai| Chugoku&Shikoku
Season Spring| Summer| Autumn| Winter

About us

Mission and Vision

Our mission is to spread the “Beauty of Japan” to the world, such as delightful Japanese culture, brilliant gourmet, beautiful nature, traditional local spots, and offer an opportunity to travelers to experience the traditional Japanese lifestyle and interact with local people.

Beauty of Japan is a young and dynamic travel agency with a deep passion and love of Japan. Our Vision is to transform the image of Travel industry in Japan by providing unique cultural experience, a mix of must-do's and off-the-beaten-track, with passion and flexibility to our B2B partners.


  • - Destination management: Tailor-made tour creation and arrangement for FIT/Group/MICE
  • - Unique cultural experience program
  • - Accommodation (Hotel/Ryokan/Minshuku) arrangement
  • - High-Net-Worth travel arrangement
  • - Mountain/hiking guided tour
  • - Consulting/Promotion of local municipalities

About BOJ

Company Name
BOJ, Inc. (Beauty Of Japan)
5F Shintomicho 1-chome Bldg., 1-3-2 Shintomi, Chuo-ku, Tokyo, 104-0041


Since BOJ was found in 2014, we were offering amazing cultural experience programs, namely Bar hopping tour, Sumo Practice Watch, data SIM card, and working with a number of leading OTAs such as Viator, GTA, Hotelbeds, and more. When Taka and Pankaj met, Beauty of Japan, specialized in B2B, DMC function was created, as such new website, inspiring programs, agents tariff, B2B focused staff & guide selection/ training and developing exclusive products for European/ American agents were crafted.
In the process of development and growth, our support office outside of Japan (Hanoi) was established and became members of renowned international agency such as Global Discovery and USTOA. In 2017, Germany sales office was established and Kyoto office was established in 2018.

President: Takahiro (Taka) Noguchi

After spending a total of 12 years in North America and with travel experience of over 20 countries, he noticed that local culture and tradition, which he calls “beauty”, were mostly found in local region and this also applies to Japan. His passion is to share Japanese unique and beautiful culture and tradition to the world and provide opportunity of "experience" to the travelers to Japan.

Graduated from Canada and obtained a honors bachelor degree with major in marketing and entrepreneurial management.
After he came back to Japan, he joined global sales and marketing department at Sony. He was transferred to Sony Electronics in the US for 3.5 years to lead a mobile electronics (car audio) business group and achieved major sales and market share growth. After deeper brand marketing and management experience at Unicharm and Energizer in Japan, he established BOJ, Inc in 2014. Taka also spends his leisure time consulting and advising the local government in the areas of Tourism/ Product development in the grassroots level.

Kyoto Office Manager: Kenta Sasajima

After graduating in 2014, majoring in sport and medical science, Kenta realized his enthusiasm was about finding the authentic travel experience and connecting with the local community all across Japan. He is often seen out on the road inspecting the boutique hotels, ryokans for our guest, alongside, building lasting relations with our pool of local partners, who are very keen to showcase their unique products.
With the opening of our Kyoto office in January 2018, he is now based in Kyoto responsible for supplier relationship management in Kansai (Greater Osaka Area).

Chief Guide: Isamu (Sam) Yokobori

Sam leads our guiding team and is in charge of quality control. He went to university in Canada majoring the environmental studies. After his graduation, he polished his mountaineering skills in the mountaineering school in the Canadian Rockies and began his career as a hiking & caving guide at Mt. Fuji. He further developed his guiding skills in the Canadian Rockies and Japanese mountains to guide English speaking tourists. In addition to his deep guiding experience, he is a Wilderness First Aid specialist and established Wilderness Medical Associates Japan to instruct wilderness medicine courses in Japan. He sees the beauty in Japanese cultural histories and subtle changes within transience of nature.


  •  - Association of Canadian Mountain Guides (Canada)
  •  - Japan Mountain Guides Association (Japan)
  •  - Interpretive Guide Association (Canada)
  •  - Wilderness Medical Associates International (US)