Marie Kondo built a global empire by helping millions let go of what no longer sparked joy for them. But in a refreshing turn of events, Kondo has found a new path to joy—not through perfectly folded clothes, but through travel. In a new global campaign with Klook, a leading platform for experiences and travel services in Asia, Kondo trades structure for spontaneity, embarking on a deeply personal journey of rediscovery.
Aptly titled The Best You, the campaign reframes travel as more than a getaway—it’s a gateway to becoming the version of yourself you didn’t know you were looking for. “My system for tidying took the world by storm, but things had to change as I needed to focus on my family,” said Kondo. “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,” she added.
From Bucket Lists to Better Selves
According to Klook’s latest Travel Pulse study, 1 in 2 Millennial and Gen Z travelers are driven by the desire for personal transformation. They’re not just looking for picture-perfect getaways, but real experiences that spark joy, clarity, and wonder. And the best way to do that, according to nearly 1 in 5 travelers, is to embark on a nature retreat or take a short weekend getaway to chase meaningful moments beyond the miles.
“We’ve always believed experiences offer more than just activities—they’re a way to see yourself differently. When the world feels unpredictable, people look for moments that bring them back to who they are. The Best You is our invitation to rediscover joy, connection, and personal growth through the simple power of travel and shared experiences,” said Marcus Yong, Vice President, Global Marketing at Klook.
Travel, whether near or far, offers a chance for renewal, with 48% of travelers reportedly feeling fully recharged after taking a trip. From local escapes to far-flung adventures, The Best You is delivering transformative experiences that foster personal growth to bring you closer to who you want to become.
Here’s To Manifesting The Best Version of Yourself
Whether it’s finding your playful side at a theme park, embracing stillness on a scenic train ride, or trying something new with loved ones, The Best You is about discovering experiences that bring you closer to who you want to be.
To help travelers kickstart their journey to the best version of themselves, Klook has created an interactive online quiz — part personality decoder, part choose-your-own-adventure. Every journey starts with a choice, and through a series of intuitive, story-led decisions, travelers uncover one of eight distinct travel personalities that reflect their unique travel aura. More than just a label, each persona unlocks curated experiences designed to help bring your best self to life, wherever the journey takes you.
Walk in Marie Kondo’s Footsteps in Japan
And if Japan is on your list, you can even follow in Marie Kondo’s footsteps with a curated itinerary that includes: channeling your inner samurai to find balance and focus, learning to see beauty beyond imperfection in a kintsugi workshop, and letting loose in a one-of-a-kind robot dance session.
As part of The Best You, Klook has also teamed up with Merantau Dunia as she embarks on her own personal transformation journey. Known for embracing the unfamiliar, her travels are guided by a fearless curiosity and a deep belief that adventure is a powerful catalyst for growth. Her journey of stepping beyond the familiar to embrace growth will unfold online — stay tuned to see how adventure shapes her into The Best You.
Ready to find the best you? Take the quiz and start your journey today at experiencethebestyou.com
Get inspired: watch The Best You short film now.