We are delighted to share that our Managing Director, Tomoka Nguyen, has contributed an article to the Spa Business Handbook, exploring the current crossroads of Japan’s wellness industry.
The piece examines the surge in luxury wellness tourism alongside Japan’s profound traditions of simplicity, mindfulness, and sensory refinement. Despite this rich heritage, Tomoka highlights a striking paradox revealed in our 2024 research: 70% of affluent travellers to Japan still felt a lack of wellness content and services.
Her article sheds light on the challenges of fragmented offerings and the absence of a cohesive strategy — and looks ahead to how Japan can meet the growing demand for wellness in a meaningful way, while remaining true to its cultural essence.
You can read the full article here
