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Born and raised in a small fishing town in Yamaguchi Prefecture, Heartland Founder/CEO Keijiro Sawano grew up feeling inferior to his peers from the city. This is a very common phenomenon in Japan. People in the countryside often feel embarrassed about their rural roots. As he matured and grew up, he began to question why this was the case.
Post war Japan experienced a period of enormous growth. During this time almost all of the capital and human resources were concentrated in the big cities. Social attitudes made city life seem desirable, convenient and cool. The countryside was left with nothing to offer its younger inhabitants. There was a huge urban migration. One that continues to this day. By the year 2040, 523 of the 1,718 in Japan municipalities are likely to “disappear”. Many people’s hometowns have been lost already.
Against this backdrop, Keijiro Sawano lamented the town in which he was born and raised. He had no confidence in his roots and often lied about his upbringing to hide his shame. It was a chip on his shoulder that followed him around wherever he went.
When eventually he snapped out of it, he didn’t want to see more kids growing up with this sense of shame. He wanted to shift the paradigm and create a society where rural was cool and where locals could be proud of where are from.
Tourism is one of the tools that we can use. It can create both a source of income and pride for the residents. Once taken for granted, the natural environment, the cultural customs and the skills of the locals can be channeled into tourism and their value reassigned. Through this method, not only do financial circumstances change but also social attitudes. The countryside may become a desirable place to live and the locals can take pride in their hometowns.
It is often said that the home is where the heart is. And by sharing our homes we share our hearts. This kind of local, intimate travel touches both the visitor and the host in a meaningful way. It can pave the way for future generations to live in and love the Japanese countryside again. So, let’s go on a deep adventure into Japan’s countryside where authentic cultures and lifestyles remain.
This is “Heartland Japan”.
To see the awe filled faces of visitors who can’t believe the side of Japan they are seeing.
To see the reactions of the locals as foreign visitors admire their beautiful environments and precious traditions.
To reignite the flames of adventurous spirits whose spark has been lost on places with too many tourists.
To show them something different that will stay with them forever.
To show the rural Japan’s towns and villages that they are valued by the world.
This is our reward.
Do you …
The rising global influence of Japanese pop culture and the futuristic appeal of Tokyo’s electronic, neon streets have catapulted Japan to new heights of popularity in recent years, with the streets of Tokyo, Kyoto and Osaka overflowing with excited tourists eager to visit the sites they’ve seen in their favourite films and on social media.
While the recent surge in foreign visitors has had a fantastic impact on the creation of jobs and new experiences across the most popular destinations in Japan, the rural, lesser-visited towns and villages that make up the Japanese countryside remain largely ignored. Lacking the bright lights and convenience of the big cities, these forgotten destinations have struggled to establish themselves as attractive locations worth visiting.
Here at Heartland Japan, we know that the best of Japan isn’t to be found on the bustling streets of Harajuku or under the bright lights of Shinjuku. For visitors interested in discovering the ‘real Japan’, we provide a range of package and custom tour services designed to introduce you to the most authentic, traditional experiences that this country has to offer.
Working closely with our friends and connections in rural communities across the country, we are able to offer our customers a unique opportunity to interact and integrate with locals not as a tourist, but as a friend and much-anticipated guest. Whether you long to spend a morning practicing zen meditation with a monk at a quiet, ancient temple or on a fishing boat hearing tales of the sea straight from the mouth of a fisherman who has lived them all, we strive to create unforgettable experiences that you’ll talk about for the rest of your life.
At Heartland Japan, in addition to our Tokyo headquarters, we operate branches across the country.
Each branch is staffed by local coordinators and tour planners who have deep knowledge of their region.
We design travel experiences with great care, placing value on the area’s unique culture, history, and human connections.
These branches are more than just operational bases — they represent people who live and work in those regions.
Our support is not limited to areas with physical branches.
We have the systems in place to respond to requests from anywhere in Japan, including full remote planning, operations, and arrangements when needed.
One of our strengths is our ability to work flexibly, unhindered by location or distance, to meet the needs of both clients and travelers.
What makes our network valuable is this:
In every area we work, we have a trusted local partner who truly understands the place.
Each branch on the map is a local hub deeply rooted in the region, actively supporting the journey.
Connecting Japan’s diverse cultures, people, and landscapes — we’re working across the country every day to deliver experiences that resonate.
CEO & Founder
COO & Senior Consultant
Senior Consultant
Travel Consultant
Senior Travel Consultant
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Tour Leader & Consultant
Travel Consultant
Tour Leader
Travel Consultant
Travel Consultant
Travel Consultant
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Tour Leader & Consultant
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Editorial Director
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Administrator
Travel Consultant
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Consultant
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