be in japan
Mission Statement
At Be in Japan, we don’t just plan trips—we craft immersive journeys that will redefine how you experience travel.
We created Be In Japan to share with you the deep passion we have for the rich culture, unique experiences and life changing moments that will inevitably occur. We are mere portals, weaving bespoke plans – personalised to your travel dreams. Japan is the master.
Our wish is to offer you the chance to connect with the heart of Japan, authentic Japan, secret Japan – where we know your own special magic undoubtedly awaits. It is our goal is to ensure each moment is seemless. Created to allow the beauty and depth of Japanese traditions shine through – so that when you leave – it will be with unforgettable memories, funny stories and, of course, planning your next trip to Japan.
About us
Be in Japan was founded by three Flying Kiwi women.
Hi! We’re Justine, Debbie, and Veronica. We have accumulated more than 30 years experience living in, and travelling to, Japan. We love it. And – apart from family, friendship and love – we are bound by a singular obsession: to show you the Japan we know and are passionate about. Of course – there are the must see iconic landmarks and extraordinary food – but also the hidden treasures and secret places you would not otherwise find. We curate soul stretching, mind bending experiences that you will love.
Our expertise allows you to explore Japan not as a tourist; but as an insider. With us you can step a little deeper inside the country’s enigmatic charm. Japan is so much more than a destination—it’s a place that stretches, captivates, surprises, and will stay with you long after your journey ends. It certainly did with us!
Join us, and let’s create your unforgettable story together—a journey through Japan that belongs to you.
The J Team
Co-founder
Veronica Annan
Veronica Annan, is a fervent traveller originally from New Zealand. Now based in London, she embarked on her travels at 20 years old, when she followed her sister Justine to Japan. Founder of Sacred Confetti, she shares unique travel experiences, that emphasising genuine connection. With an artistic background, Veronica curates stories from her adventures, believing each journey is sacred, fostering connections to destinations and fellow travellers. Drawing from her upbringing, she views travel as a unifying force, fostering personal growth. Her dream is to keep traveling the world, spreading joy and laughter with fellow travellers. Especially Japan – where it all began
Co-founder
Debbie Oakes
Debbie Oakes is a Writer and Photographer, currently settled in London. She has a degree in Comparative Religious Studies and Literature. After Uni, she left New Zealand for Tokyo, Japan, embracing the fine Kiwi tradition of ‘The Big OE’ (overseas adventure). There, she met lifelong friends, Veronica and Justine. Fuelled by wanderlust, she has now lived in many places, finding inspiration for her writing and photography in travel, people and new experiences. “I believe squeezing every ounce of extraordinary out of and ordinary life. In Japan I learnt to embracing adventure and surrounding myself with good people. My advice is: stay curious. Travel boldly!”
Co-founder
Justine Annan
Justine Annan, is an entrepreneur who has spent more than two decades living in Japan. She is is eternally inspired by the Tokyo’s bold contrasts—where tradition and edge collide on every street corner. She has an instinctive ability to uncover the kind of hidden gems that travellers dream about experiencing. Justine draws travellers into Japan’s complex, sophisticated, spiritual beating heart while sharing her passion for the quirky, the beautiful, and the deeply rooted stories of Japanese culture. Her perspective transforms the ordinary into something electric, making each encounter you have with with Japan, simply unforgettable.
