We’re looking forward to introducing you to Adeline Kuroki. Check out our conversation below.
Adeline, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What’s more important to you—intelligence, energy, or integrity?
Definitely integrity! With answers and extra help at our fingertips, integrity is what keeps us human, and what strives to benefit all humans.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Adeline Kuroki and I’m the founder of Savor & Soak Travel Co. I specialize in planning custom trips to Japan – I never use the same itinerary twice!
My goal is to help travelers overcome the overwhelm that comes with having too many options, and also to help protect Japan from over-tourism. There are some places in Japan that are incredibly crowded, but so much of the country isn’t – and with a bit of help and guidance, it is so easy to explore some of these lesser-known destinations.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What’s a moment that really shaped how you see the world?
I have traveled fairly extensively from a young age, and because of that, I do feel like I had a different perspective than a lot of my peers as I was growing up. Our family trips always allowed me to connect to locals – whether it was taking the bus in Mexico, staying with a local family in Ecuador, or camping in Canada. I was always aware of the immense privilege I had to even be able to travel, and more so for the lifestyle I enjoyed that was so different to kids growing up in other places.
When I was at University, one of my classmates had gotten a well-paying internship and was saving up to buy a luxury car. I remember being absolutely horrified that an expensive car was how he was choosing to spend his money, when so many people couldn’t even afford a cheap car. I hope that I can always live up to the idealism I showed at 18.
Was there ever a time you almost gave up?
My biggest hurdle in starting my own travel company came up as I was thinking over my business model. I thought – and many days still do think – it was absolutely the height of hubris for me, a white American, to call myself an expert in Japan travel. I believe in working with clients who want to see Japan beyond the top checklist locations, and I work with locally run hotels and businesses whenever possible, but I definitely still have imposter syndrome!
Sure, so let’s go deeper into your values and how you think. Is the public version of you the real you?
I have such a hard time with this! I feel like my online persona, with any blog content I write or instagram reels I film, are not really me. I have no problem being myself with a 1 on 1 client call, but when I’m making content that will just go out in the world, I’m always so worried about negative feedback. I definitely filter myself so much that I don’t have any personality online.
Okay, we’ve made it essentially to the end. One last question before you go. How do you know when you’re out of your depth?
I think 100% of having your own business is being out of your depth. Once you’ve become comfortable with one aspect, some new challenge will come up that you have to learn about!
For me, I love (most of the time!) this aspect of having my own business – it is never boring as there is always something new to figure out. But it can also be challenging. In seasons when I’m very busy with client work, I have to make sure to block off at least 1 day per month to deal with all of the other things I will invariably put off.
I think it has also been so helpful for me to have a network of other entrepreneurs and professionals who also work in the travel industry. If I’m struggling with something, there is probably someone else who has faced similar struggles and can give advise and pointers.
Contact Info:
- Website: https://www.savorandsoak.com
- Instagram: savorandsoak
so if you or someone you know deserves recognition please let us know here.
