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.


Since 2014Tokyo

Since 2018Kyoto

Since 2019GER

Since 2019NLD/BEL

Beauty of Japan was found in 2014 by Takahiro Noguchi as bespoke DMC and unique experience provide, and have been rapidly growing since then. We are assisting FIT, Groups, Incentive, and Luxury segment of customers for all land arrangement services.

In the process of development and growth, we established Kyoto office in 2018 and local office in Germany and Netherland to provide on-time support. As a boutique DMC, we focus on customer satisfaction as the top priority by providing tailor made services with authentic programs, being punctual, flexible and transparent.


  • Destination management Tailor-made tour design and arrangement for FIT/Group/Incentive
  • Bespoke Luxury travel arrangement Punctual, Exclusive, and Authentic Luxury tours
  • Unique cultural experience program
  • Mountain/hiking guided tour
  • Consultation for local municipalities in Japan

Our Team

Takahiro (Taka) Noguchi
 / CEO

Taka found Beauty of Japan in 2014 with a strong passion to promote the real part of Japan. He went to high school and university in Canada with bachelor’s degree with honors in marketing and entrepreneurial management. He also worked in the US for 3.5 years, which makes a total of 12 years living in Canada and US together. With Westerner’s mindset, Beauty of Japan developed hundreds of unique experience programs and became a bespoke DMC. With his extensive marketing background, he also takes part in inbound consulting to support local cities by developing local tours and activities.

Kenta S / Senior Manager, Product Development, Kyoto Branch Manager

Kenta has a passion for art, regional traditions, and crafts. When he has the time he would travel to places where most will not go to and find himself emerge in the community. This is why he specialize in finding unique areas in Japan to share on the BOJ platform. Before your travel if there is something you wish to do that is not listed anywhere, then ask Kenta, he will surely have the answer for you.

Tadashi /
 Senior Manager, Purchasing and Reservations

Born in Tokyo, but grew up in Yokohama. He has traveled over 25 countries oversea, and he only needs to go to 4 more prefecture and he would have traveled every prefecture in Japan. He has worked in the travel industry for over 20 years. He is good at making organizing, meeting new suppliers, and establishing connection with hotels. Join BOJ and let’s make a unique product that no other can match!

Yukiko / Manager, Operations (FIT/Group/Incentive)

Yukiko is in charge of Group tours and Incentive trips for BOJ. She has worked in the travel industry for over 20 years, including her time in the hotel business, JNTO and working in the travel agency in London. Her motto in her life is that she wants to live up to the expectations of agents and customers who are interest in Japan by cherishing the connections and providing a accurate arrangements. She is looking forward to seeing you in the future.

Eriko / Senior Travel Advisor, FIT

Eriko loves Japan’s nature and food. Her hobby is doing yoga and attending tea ceremony. She believes that Japan has a great mixture of Nature, Food, History, Traditions, Digital Media, Anime. Japan still has many undiscovered potential, she wants to discover those and share them among the travelers coming to Japan. She wants to be able to arrange a special experience to the traveler and make them fall in love with Japan even more.

Rehman / Travel Advisor, FIT

Having studied Japanstudies at University of Leiden in his home country of the Netherlands, followed his passion by moving to Japan and use his expertise of the country. As he loves traveling around, especially in beautiful Japan, it was a natural fit to join the travel industry and share his knowledge with the world. Currently he is working as a Travel Advisor for FIT clients and helps people create tailor-made trips.

Takuya / Leader, Reservations

He is an active person. His hobby is to play sports and go out on weekends. He used to be a tour leader, so he traveled all over Japan with groups. He attends sumo morning practice and bar-hopping tours as well as creates many of our experience programs and manages all bookings from clients.

Kenta W
 / Senior Travel Advisor, FIT

Born in Japan but lived in the United States for 9 years. Using what he learned he became a tour leader and guided many groups around Japan. Currently he is working on FIT tour section assisting travelers in their coming adventures. His hobby is going to the gym to workout and trying new things when he gets the chance.

Ryo / Reservations specialist, Kyoto office

She studied abroad at Oxford University in England for a year. She loves traveling, eating, listening to music. Her job is a tour coordination and local food tour guides in Kyoto and Osaka. Take her tour and you will discover many places that are not in the average guidebook!

Tomomi / Reservations specialist

Tomomi has been working in the travel agency for over 20 years. She has experience working as a tour planner, wedding coordinator, and a tour operator. She currently lives in Osaka. During your travel in Japan if you ever come to the Kansai area, she recommends visiting Nara. Nara not only has many historic areas, but is filled with abundant of nature, many hotsprings, and less crowded compare to the other cities of Kansai. She is also a licensed Kimono dresser. She hopes to share her love of Kimono culture and her passion of Japanese culture to everyone.

Haruka / Product setting and development assistant

Haruka is from Fukushima, Japan. Takayu Onsen is her favorite Onsen in Fukushima! After graduating from a university in Hokkaido, she lived in California for a year. She loves traveling foreign countries and meeting locals. Her main purpose of traveling is to meet new people and have a wider perspective. Also, to eat good local food. She has been working for BOJ since 2018. She arranges tours by listening directly to customer’s request. She intends to create the tours which meet travelers’ demand.

Maki / Contents writer

Maki likes to visit local hot-springs and Sentoh (public-bath) in Japan. After spending several years oversea, she return back to Kyoto, now she enjoys discovering Japanese tradition and traditional life-style. She always try to offer accurate information with attractive photos on BOJ’s website. She also enjoys assisting clients from the train stations or hotel. She believes that each encounter is only for one time so it’s very precious!

Tina / E-commerce Marketing Specialist

Tina grew up in Taiwan and her hometown, Hsinchu, is known as the Silicon Valley of Taiwan. After getting her master’s degree in New York, she started her first job near Wall Street and by the age of 30, she’s worked in 3 different countries and is fluent in 3 languages. Tina became a big believer of e-commerce when she took a Regional Manager position at TripAdvisor, leading a multi-national team across Asia and San Francisco. Tina now lives in South California and indulges herself fully in the California sun, Asian food, e-commerce, flamenco, and Disneyland.

About BOJ.inc

  • Company

    BOJ, Inc. (Beauty Of Japan)
  • Address

    5F Shintomicho 1-chome Bldg., 1-3-2 Shintomi, Chuo-ku, Tokyo, 104-0041
  • Tel

  • Fax

  • E-mail

  • Member

  • Rep. office

    Germany office:
    STR Destination Handling GmbH & Co. KG
    Address: Industriestraße 38a, 63150 Heusenstamm, Germany
    E-mail: o.stinnes@str-destination.de

    Netherlands office:
    Address: Leeghwaterstraat 25, 2811 DT Reeuwijk, The Netherlands
    E-mail: frank@bojinc.com