“Go get lost. I dare you,” are a few words that encapsulate the ethos of Overland Campers Japan (OCJ), a premium-camper rental service based in Nakameguro, Tokyo. With a boom in tourism following the lifting of travel restrictions to Japan in late 2022, vacation itineraries such as the renowned Golden Route which takes in Tokyo, Kyoto, and Osaka have proved overwhelmingly popular with sakura-starved holidaymakers. However, a consequence of this flourish has been the fear of over-tourism to many specific spots that everyone knows and Instagram loves.
So, what about the locations that tourists and foreign residents don’t know about? As a collection of islands, Japan is decadently rich in history, culture, and natural beauty; and yet, much is left relatively untravelled. Apologies for the cliché, but to truly get off the beaten path and discover the full extent of what Japan has to offer, you’ll require the kind of wheels that don’t fit on a Shinkansen track. That’s where OCJ comes in. Specializing in the rental of high-spec off-road vehicles and the accompanying supplies, OCJ provides the means, the literal keys to unlocking a newfound sense of adventure. Bring clothing, food, and a toothbrush — OCJ will take care of the rest.
Voyapon recently met with OCJ founder Luke Bridgford, to discuss not only his company’s aims, but also his philosophy of carefree exploration and rural immersion.
What Does Overlanding Mean?
To embark upon an overlanding adventure in Japan, we must first define what overlanding actually entails. In short, it is a form of off-road travel that champions the ideals of self-sufficiency and whimsical discovery. By using a rugged off-road vehicle, you can access the areas that even Japan’s vast public transport network cannot. Be them crystal-clear coastlines or magnificent mountain ranges, there is no guidebook to overlanding, rather it requires that you prepare your provisions and brew up a healthy spirit of adventure. You have your dependable 4×4, a rooftop tent to affix upon it, and a surplus of supplies to keep you trucking along; all of this in service of discovery. This isn’t your orthodox checklist travel.
The Australian has fond memories of growing up around the concept of overlanding. Having seen friends and acquaintances embark on many a trip with one goal in mind — to see what they hadn’t seen before. Once he was old enough to twirl his own set of car keys, it granted a sense of freedom that was hard to describe, as suddenly living in a small coastal town gave way to a world of distinct discoveries. That spirit was not merely contained to Australia’s golden coasts and omnipresent outback however, as in his late teenage years Bridgford had set his eyes on the world at large, with Japan being the first nation to pick up the phone (or send a fax).
The Philosophy of Overland Campers Japan
After several years working onboard Japan’s corporate carousel, Bridgford was starting to lose that sense of wonder which had originally drawn him to leave his home. Weeks merged together and weekends were turning into reruns. While still working a company job, he began to take off-road trips during these once Groundhog Day-esque weekends. He would soon come to find that he would return to work with scintillating stories and a renewed voracity for the untrodden path. Coworkers would grow more and more interested in these excursions, and eventually, he realized that there was an appetite for the unknown.
Overland Campers Japan, then, was founded in 2021, in the midst of the 2020 pandemic, which necessitated Bidgford’s first customers to be either domestic citizens or foreign residents. Though this customer base would prove to be a key target demographic going forward, not necessarily because they were residents in Japan, but because they had done all that social media and the classic guidebooks had suggested. They wanted to go past the numbered pages and vapid Facebook posts, and rather than tick off a location list, they could pursue truly euphoric experiences. Following the raising of Japan’s figurative and literal shutters at immigration in 2022, this mantra would herein apply to second, third, and fourth-time tourists. They’d seen the neon-drenched streets of Shibuya and the Dotonbori alleyways teeming with takoyaki. Now, it was time for something much more human.
What Services Does Overland Campers Japan Provide?
As of summer 2025, OCJ features a fleet of 12 campers, each with their own appeal, but all are more than ready to take on the terrain and deliver you to your next slice of serenity. As Bridgford says, you can’t go backpacking without your backpack, just like you can’t go overlanding without your trusty camper.
Every camper is fitted with a rooftop tent, another vital cog in the overlanding machine. This tent isn’t only there to keep you warm and sheltered, as it will also provide you with panoramic views of whatever luscious location you choose to put down stakes.
Furthermore, each camper is equipped with more or less everything you would need for a countryside cruise, bar the aforementioned food and toothbrush. From bedding, to gas stoves, a fridge, cooking equipment, and nonstop electricity for all your pocket-sized pals, OCJ endeavors to prepare everything in advance, so you only need to look forward.
The Spirit of Overland Campers Japan
When talking with Bridgford, it becomes obvious that he has a passion for exploring a lesser-known Japan, but also his respect for the land and people that inhabit it. During his earlier years as a company employee, one of his jobs would involve aiding in the filming of rustic areas for television documentaries. Many of these documentary pieces would serve only to highlight the plight of rural decline and ironically neglect the aspects of these parts that could lead to possible rejuvenation.
City flight is not a socioeconomic issue exclusive to Japan, as developed economies across the globe have observed a post-industrial shift from the countryside to the urban center. It is an overwhelmingly complex issue, however, that demands greater governmental intervention. However, in its own way, OCJ is advocating these forgotten communities, by providing not only the means, but also the inspiration to visit them. In discussion, Bridgford agrees that in modern Japan, and especially Tokyo, there is little space to stand still and reflect (in Shinjuku Station it is likely that you are literally carried off your feet by the monolithic mass of the morning rush). There is little time to sit and tell stories or listen to the experiences of another. So that’s what OCJ is delivering and asking. The keys will be delivered and the only ask, from his side, is that you fully embrace the animism of rural Japan and the spirit of overlanding.
One of the final questions to Bridgford was regarding the future of OCJ. The future is bright, he confirms, with a hope that the company can soon synergize its rental services with local experiences (guides, demonstrations of local artisanship and so on). However, the amiable Aussie was happy to say that right now, he’s doing what sounds like fun. So, why not join him on the journey?
All photo rights are owned by Overland Campers Japan.
This is such a great initiative—it really opens up new opportunities and flexibility for foreigners to explore Japan beyond the usual routes. Having the freedom to travel at your own pace while supporting smaller towns that don’t see as much tourism is an amazing way to both discover new places and help reinvigorate communities that deserve more attention.
Thanks so much for your feedback Sebastian! I hope you have the chance to use Overland Campers Japan’s service one day soon! Thanks again and take care. Paul McInnes
What a great little piece!
We’re planning an extended trip to Japan in the not-too-distant future, and beyond a handful of the main tourist attractions, we wanted to make sure we got out into the ‘real’ Japan.
The first stages of that plan were to do some backpacking. Get out on the trails, maybe even try The Kumano Kodō. But what a great idea to really break off the path and go absolutely anywhere.
We will definitely be adding OCJ to the masterplan. I really like their outlook; it reminds me quite a bit of the revitalisation the community at Nishiawakura has been successfully implementing over the last few years. So it’s exciting that OCJ has future plans to integrate into local experiences in a similar way.
Thanks so much for your comment Salvador. Much appreciated. I hope you can enjoy OCJ’s services when you’re next in Japan! Paul McInnes, editor of Voyapon.