Rachel Leng, COO and Co-Founder of SeiRogai Inc., was featured in the popular interview series “San-San Talk” in the May 2025 issue of the leading Japanese business magazine Keizaikai.
Known for spotlighting business leaders who are shaping the future of their industries, the series dives deep into each guest’s motivations, values, and impact on society.
Rachel’s interview offers an inspiring and in-depth look at her personal journey—from her international upbringing and Ivy League education to founding a media and consulting company that bridges cultures between Japan and the rest of the world. In conversation with Keizaikai President and CEO Yumi Sato, Rachel discusses how she was drawn to Japan’s rich regional traditions and the power of untold local stories. What began as a personal interest evolved into SeiRogai, a company that now produces immersive VR documentaries and supports Japanese businesses in global expansion through media, storytelling, and digital infrastructure.
Throughout the interview, Rachel emphasizes the importance of “storytelling with authenticity”—a value that underpins SeiRogai’s mission to bring Japan’s cultural depth to global audiences. She also shares her entrepreneurial philosophy: that the real joy of work lies in constant discovery and meaningful human connection.
The feature highlights how Rachel and her team are leveraging modern media tools not only to promote tourism, but also to preserve craftsmanship, empower rural economies, and reframe the global image of Japan.
For SeiRogai, this Keizaikai feature represents more than media recognition—it is a powerful validation of the company’s unique role at the intersection of culture, technology, and global business.
“The true joy of work lies in the new encounters and discoveries each day.”
— Rachel Leng (SeiRogai)
The full interview article is available at the link below (the Keizaikai article link).
Please note that the original article is published in Japanese only.
https://net.keizaikai.co.jp/72572
Table of Contents
- What is Keizaikai’s “San-San Talk” Interview Series?
- Keizaikai Magazine Feature: “San-San Talk” with Ms. Rachel Leng, Representative Director, COO and Co-Founder of SeiRogai, Inc.
- “Captivated by the Depth of Japan’s Local Regions”
- “A Local Perspective and a Great Story Are What Matter Most”
- “The Best Part of My Work? New Discoveries and Connections Every Day”
What is Keizaikai’s “San-San Talk” Interview Series?
Keizaikai is a long-established Japanese business magazine founded in 1964. It is widely known for its in-depth interviews that focus not only on corporate performance but also on the people behind the businesses—their stories, values, and leadership philosophies.
“San-San Talk” is a special interview series where business leaders from diverse industries and perspectives engage in thoughtful dialogue. The series delves into their philosophies, values, and visions for society, going beyond surface-level introductions to uncover the essence of each individual and the story behind their work. This depth of conversation has earned strong support from readers across Japan.
Keizaikai Magazine Feature: “San-San Talk” with Ms. Rachel Leng, Representative Director, COO and Co-Founder of SeiRogai, Inc.
Guest: Ms. Rachel Leng is an entrepreneur bringing Japan’s local history and culture to the global stage through immersive VR video content. A Harvard and Duke University graduate and former Miss Singapore, she now dedicates herself to uncovering the hidden gems of Japan’s countryside. “I want to share the true depth of Japan with the world,” she says with conviction.
Interviewer: Yumi Sato, President and CEO of Keizaikai Magazine.
“Captivated by the Depth of Japan’s Local Regions”
Sato: Ms. Leng, you’re the co-founder and COO of SeiRogai, a Japan-based media production and business consultancy, which you run with your Australian partner, Mr. Yuen. Your background is striking—you were Miss Singapore, a graduate of Harvard, specialized in East Asia, and have worked in both Japan and Korea. What initially sparked your interest in Japan?
Leng: I was born in Singapore, but moved to Shanghai at the age of six due to my father’s work. I’ve also experienced living in various countries across Southeast Asia. As a student, I studied public policy and East Asian studies at Duke University, then pursued international relations and intercultural communication at Harvard. After leaving the Korean company I joined after graduate school, I traveled around Japan as a tourist. That journey left a deep impression on me—the unique history, culture, and traditions of each local region were incredibly rich and diverse. That experience led me to want to understand Japanese businesses more intimately, so I decided to join a Japanese investment firm.
Sato: With your background, you could have easily chosen a career at a global corporation or pursued a different path altogether.
Leng: At the time, I didn’t speak Japanese at all. Many people laughed and said, “How are you going to work at a Japanese company without knowing the language?” I did consider getting an MBA, but what I kept hearing from friends trying to start businesses in Japan was, “It’s so difficult to understand Japanese business culture.” On the flip side, Japanese professionals told me they wanted to go global but didn’t know where to begin. That’s when I realized I could play a bridging role—to understand Japan deeply and help connect it with the rest of the world.
Sato: That was a bold decision. How did it lead to starting your own company?
Leng: The investment firm had a very entrepreneurial spirit and encouraged staff to explore business opportunities. I had a strong desire to launch a media venture that could authentically present Japan to global audiences. So, I partnered with Mr. Yuen, who brings over 20 years of experience in film and advertising from Hollywood. Together, we created SeiRogai to produce VR documentaries that spotlight different regions across Japan. Unlike typical promotional videos that focus solely on food or scenery, we take a deeper documentary-style approach—highlighting local history, culture, craftsmanship, and community. Our Global Virtual Travel service offers immersive 360-degree experiences and was only piloted last year. Yet, thanks to influencer engagement and organic word-of-mouth, we’ve already surpassed three million subscribers.
Sato: That’s impressive. You’ve covered places like Ōkunitama Shrine in Fuchu—locations even some Japanese people might not be familiar with.
Leng: That’s right. Ōkunitama Shrine is one of Tokyo’s Five Great Shrines, yet surprisingly few people, even locals in Fuchu, know much about its origins. We created a documentary guided by the chief priest, taking viewers into sacred areas usually closed to the public. It’s a rare and enriching experience that connects people to the soul of a place.
Sato: Now that inbound tourism is recovering post-COVID, is your primary audience tourists?
Leng: Yes. In the past, many group tours from places like Taiwan, Hong Kong, and China would travel Japan by bus. We’re now focusing more on independent and affluent travelers—those with higher spending power and a keen interest in authentic cultural experiences. These visitors are often fans of Japanese anime and cinema and are eager to explore lesser-known regions. Since smaller groups are easier to manage in rural areas, we see this as a significant opportunity. We’re also building partnerships that will allow users to book accommodations and transport directly through our platform in the future.
“A Local Perspective and a Great Story Are What Matter Most”
Sato: Your company also handles distribution and offers various business services beyond media production, correct?
Leng: Yes. In addition to media content, we operate SeiRogaiTV, which aims to broadcast Japanese and Southeast Asian TV shows and films across Asia. We also help Japanese companies expand overseas through cross-border e-commerce, marketing, and infrastructure support. We’re honored to be recognized as certified partners by government organizations like the SME Support Japan (Organization for Small & Medium Enterprises and Regional Innovation, JAPAN; SMRJ) and Japan External Trade Organization (JETRO).
In our e-commerce business, we showcase traditional Japanese crafts—indigo-dyed fabrics, washi paper, lacquerware, and more. Many of these artisans are elderly, and younger generations in Japan often view such work as outdated. However, from an international perspective, these crafts are rare and beautiful. What we emphasize is storytelling: we want viewers to hear directly from the artisans, to learn the history and process behind each piece. Without that context, washi is just “Japanese paper.” Our goal is to use our networks to amplify these stories throughout Asia and beyond.
“The Best Part of My Work? New Discoveries and Connections Every Day”
Sato: It’s clear that storytelling really influences consumer perception. What are your future plans?
Leng: Beyond expanding our existing services, we’re working on a campus tour project in partnership with local governments in the Tokyo–Tama region. The goal is to introduce international students to regional universities while also sharing the local culture and heritage. With Japan’s declining birthrate, many institutions are looking to attract international students just to stay viable. We hope to support those efforts while continuing to highlight the deeper, lesser-known sides of Japan to the world.
“Keizaikai” San-San Talk: SeiRogai’s Rachel Leng Shares Her Founding Story and Future Strategy (Japanese, PDF)
The full article is available for download at the link below.
“Keizaikai” San-San Talk: SeiRogai’s Rachel Leng Shares Her Founding Story and Future Strategy (Japanese, PDF)
The Japanese version of the article is available on SeiRogai’s official website.
Please see the full article below.
About “Global Virtual Travel”: A DX Service Utilizing Patent-Pending VR Technology
SeiRogai’s virtual tour platform, Global Virtual Travel, presents an unparalleled opportunity for international audiences to uncover Japan’s hidden gems.
Global Virtual Travel is your gateway to immersive tours that prioritize storytelling and educational enrichment. Through captivating virtual experiences impossible to replicate with traditional video tours, we aim to showcase Japan’s allure to a global audience.
Sign up for free today and start exploring with Global Virtual Travel!
About SeiRogai,Inc.
SeiRogai is a Tokyo-based startup specializing in media production, advertising, branding, media technology, and business consultancy. Renowned for its diverse one-stop media production services, the company also offers strategic consulting services to businesses of all sizes. The team at SeiRogai, comprising seasoned experts from various industries, provides clients with a comprehensive perspective on their unique needs.
SeiRogai was selected as one of the top 15 companies among Tokyo’s selection of “Next Unicorn” startups by the Tokyo Metropolitan Government. The firm continues to lead in media technology solutions with innovative ventures like SeiRogaiTV and Global Virtual Travel to redefine the landscape of immersive experiences.
Business Activities:
1 Media production services (including VR 360° technology)
2 Marketing, advertising, PR, branding (including marketing planning/strategy formulation, brand development, image planning, product design, etc.)
3 Online distribution services for TV programs and movies
4 Overseas expansion support services (specialized services including market research, overseas expansion strategy/overseas market development support, startup support, etc.)
5 Development, construction, and provision of VR distribution systems and DX digital platforms
