The Japanese popularised Omotenashi in their bid for Tokyo Olympics; here’s what it means

The deeper meaning of Omotenashi in Japanese society

Long before it became a buzzword in international media, Omotenashi was a fundamental aspect of Japanese culture, influencing everything from traditional tea ceremonies (sado 茶道) to modern customer service. The essence of Omotenashi lies in the following principles:

Anticipation and Thoughtfulness – Unlike Western-style service, which often focuses on responding to customer requests, Omotenashi emphasises preemptive care. This means predicting needs and meeting them before they arise, whether it’s a hotel staff member offering an umbrella before a storm or a restaurant serving a hot towel before a meal.

Sincerity Without Expectation – In many cultures, exceptional service is often rewarded with tips or gratitude. However, Omotenashi is performed without the expectation of any compensation. It is rooted in the belief that true hospitality is a reflection of character rather than a transaction.

Although Omotenashi gained widespread attention through the Olympics bid, it remains a powerful cultural force that continues to shape Japanese society. (Source: Freepik)

Attention to Detail – Japanese service industries are known for their meticulous attention to detail. Whether it’s perfectly arranged food, flawlessly clean train stations, or an apology for a train running 30 seconds late, every action is executed with precision.

Respect and Humility – Unlike customer service in some cultures that prioritise friendliness, Omotenashi focuses on respectful service. This is evident in Japanese business etiquette, where bowing, politeness, and indirect communication are used to maintain harmony.

Why Omotenashi still matters today

Although Omotenashi gained widespread attention through the Olympics bid, it remains a powerful cultural force that continues to shape Japanese society. Even in an era of automation and digital transformation, the principle of selfless hospitality remains critical in several areas:

• Tourism & Hospitality: Japan consistently ranks among the top destinations for global travellers, largely due to its flawless service standards. From ryokans (traditional inns) to Michelin-starred restaurants, Omotenashi ensures that visitors experience warmth, precision, and care at every touchpoint.
• Business & Customer Service: Japanese companies, from Toyota to Uniqlo, integrate Omotenashi into their corporate philosophy. This customer-first mindset has helped Japan maintain a reputation for world-class service, reliability, and trustworthiness.
• Workplace Culture & Social Etiquette: Omotenashi extends beyond business—it influences how Japanese people interact daily, fostering a culture of respect, cooperation, and social harmony.

As the world becomes more fast-paced and transactional, Omotenashi serves as a reminder of the value of sincerity, mindfulness, and human connection. While other countries focus on service efficiency, Japan continues to lead with service excellence rooted in genuine care and attention to detail.