In Japan, understanding local culture can make or break a brand. ‘Omotenashi,’ the philosophy of deep hospitality, plays a key role in how consumers connect with businesses. But as the world becomes more global, will this tradition still matter for brand success?
We asked four experts to share their thoughts. They explain why cultural authenticity, etiquette, and hospitality remain essential.
‘Omotenashi’ is not just good customer service—it builds trust, engagement, and lasting relationships in one of the world’s most unique markets.
Local Nuances Key for Brand Differentiation
Local cultural nuances and hospitality will always be a key part of brand differentiation in Japan. American consumers value personalized, thoughtful service. If a brand can tap into the deeper cultural understanding and show real care for customers, it creates loyalty that goes beyond the product. Brands that fail to grasp this will struggle.
If you’re looking to succeed in Japan, pay attention to how your brand communicates. The feeling of ‘omotenashi’ can make all the difference in a competitive market. It’s not just about the product but the experience surrounding it. Brands that offer something genuine will stand out in a crowded field.
Natalia Lavrenenko, UGC manager/Marketing manager, Rathly
Omotenashi Remains Top Priority in Japan
All the local cultural nuances and ‘omotenashi’ will consistently remain the top priority for brand differentiation in Japan. The localization of culture is beyond language translation. Thus, a deep knowledge of the local customs, traditions, and consumer behavior is necessary for the brands to resonate with Japanese consumers. Companies that include all these things in their marketing strategies have more possibilities of becoming successful in the Japanese market.
The principle of ‘omotenashi’, which encompasses selfless hospitality and attention to customer needs, is the key to setting up a successful business in Japan. The brands that encourage this ethic can foster long-term relationships and loyalty with Japanese consumers. They consider the brands that provide and follow these necessary Japanese ethics.
The cultural understanding also influences the branding and advertising strategies of businesses. Brand campaigns must convey and communicate according to Japanese ethics.
Fahad Khan, Digital Marketing Manager, Ubuy Nigeria
Embed Cultural Elements in Brand Identity
Local cultural nuances and ‘omotenashi’ are crucial for brand differentiation, especially in places like Japan. From my experience in Key West, understanding local culture has been key to my work with Handshucked Designs. The Lost Cat series, particularly when I placed artworks on telephone poles, resonated on a community level by tapping into the charm of local wildlife and street culture.
In Japan, embedding cultural elements such as ‘omotenashi’ into brand identity aligns with what I’ve achieved through Handshucked’s street art approach. When your work mirrors the community’s ethos, it goes beyond aesthetics-it’s about making a connection. For example, turning cats into adventurous characters stirred local emotion and intrigue, similar to how brands in Japan can generate loyalty by reflecting local values through ‘omotenashi’.
Art, like products, thrives on interactions shaped by local culture. Inspired by pop culture and humor, my designs foster a light-hearted, inclusive atmosphere that aligns well with Japanese values. Brands can benefit from such culturally-tuned engagement, aiming not just for customer satisfaction, but also for enduring relationships that truly stand out.
Chris Higgins, Creative Director, Handshucked
Respect Japanese Etiquette for Strong Connections
Understanding local cultural nuances and the concept of ‘omotenashi’-selfless hospitality-are vital for brand differentiation in Japan. Companies must respect Japanese social etiquette and consumer expectations to build strong connections and ensure long-term loyalty. Tailoring marketing strategies to resonate with local customs helps brands meet American consumers’ needs for relatability and respect.
Mohammed Kamal, Business Development Manager, Olavivo
