Bridging Local Impact through Travel and Community Partnership
TokudAw Inc. operates at the intersection of cultural exchange and local economic empowerment, serving as a bridge between global demand and regional supply. By connecting international visitors with local producers, artisans, and communities across Japan, the enterprise creates meaningful cultural experiences while generating sustainable income opportunities for local stakeholders.
Recognising that many local industries struggle with visibility and access to international markets, TokudAw works to translate cultural impact assets into accessible, experience-based offerings. Through curated programmes and community engagement, the enterprise enables deeper cross-cultural understanding while strengthening local economies.
Founder Wanping Aw reflects on her entrepreneurial journey and how the #ImpactLink Programme strengthened her strategic clarity, internal systems, and readiness for sustainable growth.
➤ What key challenges did you have in scaling your social enterprise?
Before joining ImpactLink, I have never been exposed to concepts such as the Theory of Change, and I did not fully understand what defines a social enterprise. Within my company, we had multiple departments and activities, but I struggled to explain clearly and confidently what we were doing and why it mattered. I was also unclear about who our beneficiaries were and how to define them.
After ImpactLink, I developed a clear understanding of the Theory of Change and the distinctions between short-, medium-, and long-term outcomes. Through building our pitch deck, I was able to articulate how each part of the business contributes to impact—both for our guests and for our local partners, whom I now clearly recognise as our beneficiaries.
“I used to feel overwhelmed by our financial goals and unsure how to reach them. ImpactLink helped me make sense of everything—now I feel ready, focused, and confident to grow the company, possibly even beyond what I had imagined.” — Wanping Aw – Founder, Tokuaw Inc.
I also gained clarity on how to communicate different types of information to different audiences and developed a stronger understanding of financial projections and management systems. This has allowed me to align our operations more effectively with both our social and economic goals.
➤ How has your approach to communicating impact evolved?
My approach to communicating impact has improved significantly. I was guided to move beyond descriptive explanations and instead use structured data, visuals, and storytelling. This includes incorporating both quantitative indicators and interview-style insights—not only from guests, but also from our local hosts and partners.
I have also become more proactive in engaging with our guests. This has strengthened relationships and contributed to building a base of returning customers. Communicating impact is no longer just about reporting—it is now a tool for connection, trust-building, and long-term engagement.
➤ How did your thinking around impact, fundraising, and investment change?
The one-on-one coaching was particularly impactful. It provided a safe and supportive environment where I could openly discuss my business, including financial aspects, without feeling judged. The coaching team was highly respectful of my decision not to prioritise fundraising at this stage and instead supported my strategy of growing through customer-driven revenue.
This process helped me overcome several internal challenges. Before ImpactLink, I struggled to understand the financial goals of the company and felt overwhelmed by them. I was unsure how to achieve those targets, which affected my confidence.
Through the coaching, I was able to work through these mental barriers and gain a deeper understanding of why financial projections matter. Today, I feel more confident, focused, and prepared to grow the company in line with our projections—and potentially exceed them. The personalised and inclusive coaching approach played a key role in this transformation.
➤ How has #ImpactLink supported your readiness to receive funding or grants?
Previously, I was either not particularly interested in funding or felt that the process was too complex because I was not well prepared. I lacked clear financial structures and a strong impact narrative, which made it difficult to see how we could engage with funders effectively.
While my overall stance on external funding has not changed significantly, ImpactLink has strengthened my readiness to engage with grant opportunities in a more structured way. I now have clearer financial data and projections, along with a more organised impact narrative that helps me explain both what we do and why it matters.
➤ How has your readiness to pursue funding or grants evolved?
Now, with more structured financial information and a well-defined impact story, I feel more confident and prepared. While I remain selective about pursuing funding, I now see it as a strategic option that I can explore when it aligns with our goals and stage of growth.
In addition, I have developed stronger internal systems, particularly in terms of documentation and data management, which are important for transparency and for meeting the expectations of external partners.
More importantly, I am applying these learnings to grow the company sustainably—ensuring that our work continues to create value for both the local community and our customers. This has increased my confidence that we are building a strong foundation to engage with the right funding opportunities when needed.
Learn more about TokudAw Inc. at: https://www.linkedin.com/company/tokudawinc; https://www.tokudaw.com/about-tokudaw-japanese
Disclaimers:
This article is published for informational purposes only and does not constitute the promotion or endorsement of the featured business. Interview content has been edited for clarity and conciseness.
#ImpactLink is an initiative of the ASEAN-Japan Centre, launched in FY2025, to systematically strengthen the funding and investment readiness and professional capabilities of women-led social enterprises across ASEAN and Japan. The programme convenes entrepreneurs from both regions to enhance financial literacy, digital competencies, and investment readiness, while enabling the effective translation of knowledge into practical, investment-relevant action.
The Centre works as an Enabler, collaborating with ecosystem partners to support inclusive entrepreneurship through capacity-building programmes, mentorship, and cross-border collaboration.
Be a part of the #ImapactLink and send us an email at info_rpa@asean.or.jp
