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Anime

Interview with Isaac Lew of Intermixi

By AnimeMike 1 year, 10 months ago

« Back to the Anime Expo 2010 Feature Center

Isaac Lew’s been running this Japanese travel game for a minute, mang. Head cheese. Big man on campus. Crème de la crème. The Osirius of this. El hefe. BELIEVE ME. In the world of Japanese pop culture travel companies, you have the lambs and you have the lions… and word life, Isaac Lew is THE lion. Rumor is R. Kelly bases his entire life on him, and Hugh Hefner keeps him on speed-dial on his Facebook top 8.

We tracked down mister Lew at his high-rise Tokyo compound and had a real-talk convo with the king of the game, wherein Isaac schooled us as to how he walks the walk…

So how did you get into the Japanese travel game?

Well at my previous job I was in charge of new development projects. My boss was so used to showing his business partners around Tokyo that he came up with the idea to bring that type of touring to a consumer level.

Tell us about the history of intermixi. You were previously with another company, correct? When did you decide to strike out on your own?

Back in 2007 for the Tokyo Game Show tour. At the time there was still a lot of room and demand for all sorts of pop cultural tours. I saw the need for something different and Intermixi was born.

What’s the Intermixi mission statement?

Intermixi Tours is also committed to offer travelers the best Japan itineraries at an affordable price. Packages include round-trip airfare, hotel accommodation, transfers, sightseeing excursions, admission to special events, and more. We’ve done all the work, so you don’t have to worry about a thing. Just pack your bags, grab your passport, and get ready for the trip of a lifetime!

There’s obviously a lot to see and do in Japan. I’ve personally spent hours and hours walking around Tokyo and Osaka and ALWAYS found something new. When you design a tour, how do you decide what to include and exclude?

There’s a bit of a formula I use and modify with every tour that comes around. I’ve always believed that in order to know where Japan is headed you have to learn where it came from. Therefore the first full day in Japan is usually spent visiting the cultural side of Tokyo like the Meji Shinto Shrine or Asakusa. Then as the week goes by we start seeing popular sites like Akihabara, Harajuku and Shibuya. It’s a very easy transition.

Intermixi recently celebrated its 3rd anniversary AND your relocation to Japan. What can you tell us about the festivities?

It’s felt like there’s been a party everyday. The staff and I have felt very blessed to have been part of a project that has grown during a recession and look forward to the future. My relocation will only bring bigger and better things to the tours as the communication becomes stronger.

You’ve recently relocated to Tokyo from LA. Why did you move?

In short, I felt like I needed to do something drastic to take Intermixi to that next level. It’s a little difficult to keep coming up with new ideas in Japan when you live in another country. I don’t mind the sacrifice as I know how awesome the result will be for my customers.

Where are you now?

Ironically, I’m currently residing in the Ootaku Ward of Tokyo, Japan. But funny enough I haven’t seen that much anime around here! It’s a very quiet town that I live in and occasionally me taking a stroll outside endangers pedestrians. They should watch where they are going and stop staring at me though.

What are the big goals now that you’re on that side of the fence? What does 2010 hold?

Bigger and better. Intermixi will be coming at you harder, better, faster stronger for 2010 starting with the upcoming Tokyo Game Show tour.

How is the operation handled now that you’re in Japan?

I still put together the tour package and reservations in Japan. My assistants in America handle any additional services needed.

There are a number of tours around these days. How do you see Intermixi in the travel company milieu?

Different and still unique. I don’t think there’s too many people that would make the jump that I have for a company. But I truly believe in everything Intermixi stands. So I want to dedicate a part of my life to ensuring someone touring Japan for the first, second or third time will be able to bring back something truly special.

A lot of people have made notice of your raucous style and presentation. Do you feel this is a bad thing? Do you think Intermixi runs the risk of being trapped in a corner?

I choose the name Intermixi, because it always thought it would be the “interchange of mixes”. Always changing and always evolving. At times this can be a bit frustrating as no one single work day is ever the same planning for a tour, but I certainly hope the quality of our efforts is shown in the final product.

Trip stories: your favorite?

Personally for me it was the either going to the MTV Japan Music Video Awards as I got to see artist like Janet Jackson, Namie Amuro, Mika Nakashima and Ayumi Hamasaki perform 5 feet away from me.
Or the very first Intermixi tour as this Japanese reggae rock band called Mary Ann personally invited us to one of their sets and performed an amazing show. It’s not something you can see just anywhere.

Sales pitch me: why should I go on an Intermixi tour? What do I get?

Becoming an “Intermixer” is more than just being a customer. You socialize with fellow travelers that share the same interests as you during lively night and clubbing excursions. You’ll not only have an unforgettable travel experience, but a chance to make lifelong friends. Whether you are an anime, gaming, pop culture, or all-around Japan fan, there is something for everyone!