#Japan #Tokyo #Omotenashi #Japanese Products #Award-Winning Services

Celebrating Excellence in Japanese Products

The OMOTENASHI Selection 2025 Phase 2 has officially announced its awardees, a program designed to recognize and promote remarkable Japanese products and services both domestically and internationally. Under the guiding principle of "Transforming Japan's Omotenashi into the world's OMOTENASHI," this initiative seeks to highlight the beauty of Japanese craftsmanship and hospitality.

On December 9, 2025, a total of 168 products and services from 36 prefectures were judged, with six outstanding entries receiving the prestigious Gold Prize. These carefully selected winners exemplify innovation, quality, and a commitment to sustainability. Among them, the Cool Hokusai Sake Cups from Marumo Takagi Ceramics in Gifu Prefecture stand out as a fusion of traditional design and modern technology, transforming from monochrome into vivid colors when filled with cold beverages. Similarly, the Black Ramen with Egg by Isshin Co., Ltd. from Toyama Prefecture has garnered acclaim not just for its taste but for its dedication to using all-natural ingredients and its environmentally conscious production methods.

This year's selected awardees predominantly comprise small to medium-sized enterprises, underlining the recent boom in inbound tourism as a significant opportunity for these local businesses. They have begun to express their keen interest in highlighting their unique advantages to overseas tourists and expanding their market reach internationally.

Overview of OMOTENASHI Selection 2025 Phase 2

• - Application Period: June 16, 2025 – August 1, 2025
• - Selection Process: Two phases involving document evaluation and physical product review
• - Total Awarded: 168 products (54 Gold Prize winners, including 6 Gold Prize winners, 4 special category awards)

Highest Gold Prize Winners:

1. Cool Hokusai Sake Cups 3-Piece Set - Marumo Takagi Ceramics (Gifu)
2. Warmth Daruma Series - Marumo Takagi Ceramics (Gifu)
3. Origami Cranes - Leap (Aichi)
4. P.I.D. TRABI Series PAK301 - Roward Co., Ltd. (Tokyo)
5. Isshin Egg Black Ramen - Isshin Co., Ltd. (Toyama)
6. SOZO - Shin Kou Co., Ltd. (Hyogo)

Other noteworthy Gold Prize winners include a variety of innovative products, from Nagasaki's Shigeru Spice Series to Tokyo's Foldable Kids Travel Items and kumamoto's Premium Gift Series created by bartenders.

In addition to the Highest Gold Prizes, the selection also awarded special prizes for global appeal, sustainable practices, and excellence in service quality. The Global Prize recognized entries that demonstrated a capacity for international reach and appeal, including innovative childcare services for incoming tourists and easily accessible organic matcha.

Special Awards:

• - Global Prize: Featuring three exceptional products appealing to international audiences, such as Matcha Energy by MyCreate (Tokyo) and Parent Time childcare services by Synk Co., Ltd. (Kanagawa).
• - Sustainable Prize: Acknowledging eco-friendly initiatives like the Forest Pillow by Kitoplus (Tokyo) and the Ise Imitation Leather Paper Fragment Case by Douraku Co., Ltd. (Mie).

This year's awards signal a momentous occasion, with the OMOTENASHI Selection celebrating a decade since its inception. The program has consistently grown, recording an all-time high of over 400 award winners between the first and second phases of 2025, reflecting a rising trend in recognition and participation.

Promoting to Domestic and Inbound Markets

Following each award, the OMOTENASHI Selection partners with 27 companies to enhance the visibility and distribution of the awarded products and services. In recent years, there has been a marked demand for promotion aimed at overseas markets, focusing on strategic locations like international airports such as Narita and Haneda.

In October 2025, ENGAWA ASAKUSA, a permanent store run by the program's executive office, will open in Tokyo's Asakusa, initiating sales aimed directly at international travelers. The plan also includes ongoing exhibitions in commercial facilities popular with inbound tourists, as well as partnerships with accommodation facilities beginning in 2025.

The OMOTENASHI Selection not only serves to celebrate outstanding offerings but also to empower local companies to strengthen their market position through international exposure. With growing interest in the **