On Omotenashi in Today's Tech-driven, Fast-Paced Retail Environment

Excerpt from upcoming "Omotenashi for the Modern Age: Elevating Service in Japan and Taking the Concept Global", a CXG report.

Macroeconomic Context

In 2023, Japan proved itself a robust regional growth driver for most prominent luxury brands, consistently posting high double-digit growth throughout the year. This trend has continued into Q1 of 2024. Thus, it has remained a bright regional spot in the APAC region. Japan’s outstanding performance resulted from high tourism figures, renewed local spending, economic stability, and tailwinds caused by a weak yen. Tourism was a significant factor in the luxury sector’s growth, from spending on hospitality to purchasing luxury goods and services. The re-opening of Japan and a pent-up keen interest in this beautiful travel destination, with its rich and captivating culture and profoundly ingrained service culture, boosted tourism and will continue to do so.

The Role of Tradition and Japanese Service: Spotlight on Omotenashi

Japan’s culture is marked by an exciting duality: tradition and heritage, on the one hand, and a penchant for modernism and novelty, on the other. Despite its modern leanings, Japan is a collectivist society in which tradition and ceremony are still highly esteemed. Most travelers readily associate this fact with Japan. As such, the tradition of outstanding customer service in Japan is synonymous with the concept of Omotenashi.

The origins of Omotenashi are deeply rooted in a centuries-old history. Omotenashi おもてなし is an ancient Japanese philosophy that encapsulates the essence of a selfless approach to customer service and hospitality. The word itself is a combination of two kanji characters:

Omote (御前) meaning “public face” or “presence”

Nashi (無し) meaning “nothing” or “without”

When put together, Omotenashi translates to “without a mask” or “wholeheartedly.” In other words, it means genuine and coming from the heart, without pretense and surpassing superficial hospitality. The emergence of this concept is tied to its first appearance in script sometime during the Heian period (794-1185). It is likely that the development of the Japanese tea ceremony (sado) also played a significant role in the evolution of Omotenashi.

The prominent hallmarks of Omotenashi are:

a) Meticulous attention to detail

b) Focus on creating a harmonious experience for the guest

c) The emphasis on sincerity

d) Anticipatory service

While Omotenashi is practiced in a uniquely Japanese manner, the concept of exceptional hospitality is certainly not. Similar to the idea of “Southern hospitality” in the US or the Indian tradition of the “Guest is God,” Omotenashi shares the core values of respect, attentiveness to guests’ needs, and creating positive experiences.

In our newest report, we discuss Omotenashi's role in today's tech-driven, fast-paced retail environment and its potential to become a competitive advantage based on its impeccable, anticipatory service and ability to exceed expectations in sales interactions.

The "Omotenashi for the Modern Age: Elevating Service in Japan and Taking the Concept Global" report will soon be available for download.

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