Honestly, if you spent any time on the internet in 2019, you probably remember the "spark joy" memes. You might even have a drawer full of perfectly folded t-shirts that look like little upright files. But lately, the conversation has shifted. People keep asking who is Marie Kondo and, more importantly, what happened to her? There was this massive wave of headlines a while back saying she "gave up" on tidying. It felt like a betrayal to some, but if you look closer, it’s actually just the natural evolution of a woman who has been obsessed with order since she was five years old.
Marie Kondo isn't just a TV star with a penchant for beige cardigans. She's a Japanese organizing consultant and author who turned a niche consulting business into a global empire. Born in Tokyo in 1984, she wasn't your average kid. While other children were playing tag or trading stickers, Kondo was volunteering to tidy up bookshelves in her classroom. She’s joked about having a bit of a "nervous breakdown" at fifteen because she was so obsessed with throwing things away that she actually fainted.
That intensity eventually became the KonMari Method. It’s a specific philosophy that focuses on what you keep rather than what you toss.
The Shinto Roots of the KonMari Method
Most people think KonMari is just about minimalism, but it’s deeply tied to Kondo’s history. For five years, she worked as an attendant maiden—a miko—at a Shinto shrine. This is where the ritualistic side of her method comes from. When she tells you to "greet" your house or thank an old pair of socks for their service before throwing them out, she’s pulling from Shinto beliefs that inanimate objects can have a spirit or essence.
It’s not just "cleaning." It’s a "tidying festival."
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Basically, the method follows a very strict order:
- Clothes (The easiest to start with)
- Books (This caused a huge uproar when she suggested keeping only about 30)
- Papers
- Komono (Miscellaneous items)
- Sentimental Items (The hardest part)
The goal is to touch every single object you own. If it doesn't "spark joy" (tokimeku in Japanese), you let it go. It sounds simple, but it’s actually quite exhausting. She started this business when she was a 19-year-old sociology student at Tokyo Woman’s Christian University, and her waitlist was once months long.
That Time Everyone Thought She "Quit"
In early 2023, the internet went into a tailspin. Kondo mentioned in an interview that her home was "messy" and that she had somewhat "given up" on the extreme tidying she was famous for. People felt vindicated. "See? Even she can't do it!" But here’s the thing: she didn't quit. She just had three kids.
Her life changed. She moved from Tokyo to San Francisco, and then to Los Angeles. She realized that when you have toddlers running around, a perfectly curated bookshelf is less important than spending time with them. She transitioned her focus to a concept called kurashi, which basically means "way of life." It’s a more holistic approach. It’s about the joy of the daily routine, even if that routine includes a few toys on the floor.
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It’s a bit ironic, isn't it? The woman who became a millionaire by telling us to clear our clutter ended up finding peace in the mess.
Why Who Is Marie Kondo Still Matters in 2026
You might think the hype has died down, but the KonMari brand is still a massive machine. Her book, The Life-Changing Magic of Tidying Up, has sold over 14 million copies and been translated into 44 languages. She’s not just an author; she’s a business mogul. Her company, KonMari Media, is run by her husband, Takumi Kawahara. They’ve built a network of over 850 certified consultants in 60 countries who charge hundreds of dollars to help people fold their laundry.
In 2026, the brand is leaning heavily into the "organization as self-care" movement. They’re launching retreats in Japan and virtual courses focused on "career planning" using her tidying principles. It’s moved past the closet and into the mind.
Common Misconceptions
- She hates books: Not really. She just thinks you should be intentional about them. If 1,000 books spark joy for you, keep 1,000 books.
- She’s a minimalist: She actually denies this. Minimalism is about having the least amount of stuff; KonMari is about having the right amount of stuff.
- She’s retired: Nope. She’s still very active, just more focused on the kurashi philosophy and her "Letter from Japan" series.
How to Actually Apply KonMari Today
If you’re looking to get started, don't try to do your whole house in a weekend. That’s how people burn out. Kondo’s original advice was to do it all at once, but in her more recent work, she acknowledges that life is messy.
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Start with your clothes. Get them all—every single item—into one giant pile on your bed. It should look terrifying. The shock of seeing how much you actually own is part of the process. If you don't feel a "thrill" when you hold a specific shirt, it’s time to move on.
Actionable Steps for Your Own "Tidying Festival":
- Visualize the end goal: Don't just say "I want to be clean." Imagine what you want to do in your space. Do you want to do yoga? Do you want to paint?
- Respect the categories: Never tidy by room. If you tidy the bedroom, you’ll just find more clothes in the hallway closet later and lose momentum.
- The "Standing" Fold: Learn to fold your clothes into small rectangles that can stand up on their own. It changes the way you see your wardrobe.
- Discard first, store second: Don't buy fancy storage bins until you’ve finished throwing things away. You probably need way fewer bins than you think.
The reality of who is Marie Kondo is that she’s a person who grew up. She went from an obsessive teenager to a global guru to a mom of three who realizes that a "joyful" life isn't always a "tidy" one. Whether you love her or think the "spark joy" thing is a bit much, you can’t deny she changed the way we look at our junk.
If you're ready to start, go find one thing in your junk drawer right now. Hold it. Does it spark joy? If not, thank it for its service and let it go.