Klook lets Marie Kondo get messy in first global brand campaign

Travel platform Klook has launched its first global brand campaign with tidying expert Marie Kondo. The campaign takes the TV personality on a journey to rediscover joy through travel, trading structure for spontaneity in a new content series.

Driven by Klook's latest "Travel pulse study" revealing Millennial and Gen Z travelers’ growing desire for personal growth through travel, the campaign titled "The best you" aims to highlight travel as a catalyst for self-discovery and transformation.

At the heart of the campaign, Klook follows Kondo's journey across Tokyo, Japan, in a nearly 10-minute-long video. After building a global movement around sparking joy, Kondo opens up about embracing a beautifully messy chapter of life and finding joy in new ways through travel.

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“My system for tidying took the world by storm, but things had to change as I needed to focus on my family. I'm coming back to where it all started, to discover what can spark joy in this new phase of my life," said Kondo. 

The video highlighted key moments from the trip, including Kondo's samurai experience, her attempt at a robot dance at the RED Tokyo Tower, and a traditional 'kintsugi' ('golden joinery') experience. 

"The best me knows what truly sparks joy for me now. I want to always be open to new experiences, to never stop searching for things that touch my heart," said Kondo as she reflected on her Tokyo trip.

Klook also released a separate short film as part of the campaign, highlighting simple moments with loved ones through various travel experiences. 

In addition, to help travelers kickstart their journey to the best version of themselves, the travel platform created an interactive online quiz, part personality decoder, part choose-your-own-adventure. The journey starts with a choice, and through a series of intuitive, story-led decisions, travelers can uncover one of eight travel personalities that reflect their unique travel aura.

“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.

The launch of it first global brand campaign follows Klook's US$100 million in funding to fuel travel experiences growth in February this year.

Led by the global growth investment firm Vitruvian Partners, the investment underscores continued confidence in Klook’s vision, market leadership, and operational excellence as the company accelerates its efforts to capture the fast-growing market of next generation travellers and deepen its reach across Asia Pacific.

Marking its 10th anniversary in 2024, Klook has been instrumental in redefining how travelers discover and book in-destination experiences. The company has facilitated millions of travel moments, empowered local businesses, and contributed US$7.2 billion in GDP and supported over 219,000 jobs in Asia Pacific, according to the release.

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