Boundless Pursuits

 

NAOMI YOKOYAMA was born and raised in Tokyo. While attending Meiji University, she started writing for magazines. After graduation, Naomi continued working as a freelance writer and editor. She has worked for ELLE Japan, madame FIGARO Japon, Marie Claire Japon, &Premium, 25ans, and various other magazines or media in Japan.

Naomi has interviewed supermodels Naomi Campbell and Linda Evangelista, photographer Ellen von Unwerth, Victoire de Castellane of Dior Jewelry, designer Michael Kors, Dries Van Noten, and many others.

In pursuit of another interest, five times since 2011, Naomi had arranged UTSU-WA?, a themed dinner party served on ceramics made by various ceramic artists. The event was covered by various media and provides the featured potters great opportunities for exposure and appreciation of their work.

UTSU-WA? Vol. 3  "hydrangea"


In 2022, utilizing her experience in magazines and events, Naomi started a travel planning business focused on guiding foreign travelers around Japan. In 2025, she took a new step as the founder and travel concierge of Cat&Travel, a service dedicated to curating thoughtful, personalized journeys.

Finally, Naomi is also the esteemed editor-in-chief of IROHA, a media founded by her sister, Kikka Hanazawa.


 

IROHA: What projects are you currently working on? What have you most recently completed or do you plan to do in the near future?

Naomi: In 2022, I began developing travel plans for international visitors to Japan in collaboration with domestic and overseas travel agencies. In 2025, I formally launched Cat&Travel as a licensed travel company, continuing my work as a travel concierge.

My background spans a wide range of magazine fields—from fashion, beauty, and jewelry to food, interiors, and lifestyle—and I draw on the network built through this editorial experience.


25ans, December 2023 issue

 

Today, many travelers arrive in Japan already well informed through social media and video platforms. For that reason, I see value in carefully selecting and structuring experiences that truly suit each traveler’s individual style—an approach rooted in an editor’s perspective.

Alongside standard sightseeing, I also curate more specialized experiences, such as art- and architecture-focused tours, as well as unique dining events.

These have included museum dinners for visiting art groups and Kyoto meals featuring tableware created by ceramic artists, which guests could take home—projects that reflect ideas I feel are still waiting to be fully explored.

Collaboration Dinner with Ceramic Artist Masaaki Shibata

 

IROHA: Why did you agree to become involved in IROHA?

NAOMI: When my sister, Kikka, shared her idea for IROHA with me, I was immediately intrigued. From what I knew, Japanese people in the United States didn’t seem to spend much time together or intentionally cultivate a community. Usually, Japanese people who move abroad focus on learning and immersing themselves in the new culture they live in. There also seemed to be a lack in a sense of identity as "Asian" in Japanese individuals, especially those living abroad. I thought it was interesting that this sense of community was lacking and thought that there was an opportunity here as a writer and editor to potentially help unite this community that Kikka had a desire to spotlight and bring together.

I am proud to be a part of IROHA. I have been in awe of the privilege it is to get to know so many great people - people I never thought I would get to meet! It has been very inspiring. As a journalist, I appreciate every interviewee's story. Whether the person is Japanese or an American with Japanese heritage, I feel it is important to share their story and to celebrate their journeys and accomplishments.

IROHA: Based on your background, do you have any advice or a message for young people who want to follow in your footsteps?

NAOMI: When I chose to go to university as a young woman and to focus on my career and freelancing, I dedicated all of my time to my professional pursuits. I worked countless hours and did not focus much on my social life or growing a family. Today, there are so many options that younger people can pursue all at the same time! There are many fewer trade-offs. I hope the younger generations believe that anything is possible and that anything is okay! There is no one way to live.

Pursue whatever you want. Any option available is a real option! You do not even need to choose just one. Pick as many as you want!

Today, I think that’s possible. That’s my advice. Pursue anything and everything you want.

IROHA: Outside of work, what are you most interested in right now?

NAOMI: I am learning "shitsurai", a Japanese custom of cultural decoration. Shitsurai is an ancient tradition - over 1200 years old - but the art form is gradually being lost to time as fewer youth study it with each new generation. I want to play a role in carrying on Japanese traditions facing extinction. Shitsurai is the creation of a ceremonial display that commemorates seasonal events or rituals; for example, Tanabata, also known as the Star Festival, is celebrated annually on July 7th, and Hina Matsuri, Doll's Day or Girls' Day, is celebrated annually on March 3rd. On Tanabata, we tie strips of paper to branches of a tree called “sasa” (similar to bamboo) and make a wish. On Hina Matsuri, we sometimes display dolls. Each of the dolls has its own meaning, such as giving thanks for a good harvest or praying for the growth of children, etc. Because Japan has four seasons, there are many events to pray for each season. In truth, there are not many people in Japan who teach shitsurai. I learned about the decorations and how to celebrate from Michiko Yamamoto (Shiturai Sanzen), the leading expert on shitsurai, and I also received my instructor's license this year. Notably, the practice of shitsurai is cultural, not religious.

Shitsurai for Tango no Sekku (May 5, Boys' Day)

 


written by Jessica Woolsey / photography : Masanori Akao (portrait), Toru Kometani (Utsu-Wa?)

Naomi Yokoyama's Instagram

Cat&Travel