A SHARED PASSION
Stories create change. They connect people and places,
and they open doors to new ways of seeing the world.
Unlocking Japan was born from a simple belief: by sharing the stories of regional Japan in an honest and human way, we can help curious, respectful travellers connect with the real Japan and its people — and in doing so, support the revitalisation of regional communities.
Our journey began with Carl’s deep connection to Japan, first formed as a young Australian student living in regional Japanese towns many years ago. Today, that foundation has grown into a collaboration led by Damien Herse and his Australian creative agency, Smoke Creative. United by a shared love of regional Japan, we create stories that reveal hidden culture, history, and everyday wonders — inviting travellers to experience regional Japan for themselves.
We are a collective of communicators, storytellers, and partners working alongside local Japanese individuals, businesses, and communities. Together, we aim to shape and share content that resonates with Western audiences while amplifying the unique opportunities regional Japan has to offer.
Through our experience and networks, we build connections, create opportunities, and invite travellers to watch, plan, and go — unlocking Japan one story at a time.