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The OMOTENASHI Selection Program's 2025 Entry Opens June 16

The OMOTENASHI NIPPON Executive Committee is thrilled to announce the opening of the entry period for the 2025 OMOTENASHI Selection program. This initiative, dedicated to highlighting Japan’s superior products and services, starts its second recruitment phase on June 16, 2025. As we celebrate ten years of the OMOTENASHI Selection program, which was established in 2015, we are more committed than ever to uncovering and promoting the exceptional qualities of Japanese ‘omotenashi’—a term signifying hospitality and attention to detail.

New Initiatives for 2025

In this recent phase, we have received significant interest from businesses seeking support for both inbound and outbound marketing. This feedback motivates us to focus on enhancing sales channels and marketing strategies for both award-winning and aspiring participants. We are excited to announce the launch of a permanent store in Asakusa, Tokyo, dedicated to showcasing OMOTENASHI Award products, especially targeting international tourists. Alongside this, we plan to conduct various promotional events in Kyoto and Ginza, areas popular among foreign visitors, to bolster information dissemination about our award-winning selections.

Additionally, our program looks to expand internationally. We are scheduled to participate in major trade shows, including exhibitions in Taiwan and London. This will enable us to establish and strengthen connections with global partners, promoting Japanese products on an international stage.

Record Participation in 2025

In the first phase of 2025, we witnessed a record-breaking acknowledgment of 233 products on June 12—how encouraging! The overwhelming response from the awardees highlights a demand for supportive networks aimed at enhancing competitiveness in both domestic and overseas markets. As ‘Japan Brand’ garners increasing attention worldwide, we are duty-bound to facilitate the recognition of products demonstrating Japan's exceptional hospitality spirit.

The OMOTENASHI Selection: A Brief Overview

The OMOTENASHI Selection program was founded to discover and promote goods and services showcasing Japan's unique hospitality since 2015. Award-winning products are meticulously selected through an expert evaluation process where criteria such as uniqueness, usability, sustainability, and relevance to international markets are duly assessed. Operating two cycles of selections annually, occurring in June and December, participating products will enjoy a range of support services, including promotional logos, public relations assistance, and sales channel development.

Application Dynamics for 2025

Entry Period:

From June 16, 2025, to August 1, 2025.

Announcement of Awardees:

Expected on December 9, 2025.

Categories to be considered:

1. Products: a) Household Goods, b) Fashion and Interiors, c) Electronics, d) Food and Beverages.
2. Experiences/Services: e) Accommodations, f) Restaurants, g) Experience Programs, h) Commercial Facilities.

The selection process will comprise both written evaluations and physical inspections. Costs vary depending on the category, allowing for flexibility and accessibility. For example, the review for products (categories 1-4) is free; however, physical evaluations carry a fee. Participants can find comprehensive information and apply via our dedicated website: OMOTENASHI Selection Website.

Benefits of Participating

Engagement with OMOTENASHI Selection offers businesses significant marketing advantages. Every entry boosts visibility and recognition, supported by feedback from expert evaluators, which can inform future product developments. Awardees will gain promotional tools embodying the award logo, enhancing branding efforts across various platforms.

Businesses are encouraged to position themselves strategically within the inbound tourism sphere and to take advantage of international expansion support. Initiatives will include exhibitions and promotional events tailored to enhance accessibility and reach. These activities reinforce the commitment of OMOTENASHI Selection to elevate Japan's outstanding products on a global scale.

Through this program, we invite businesses across all regions of Japan to apply and showcase their unique omotenashi offerings, contributing to a vibrant exchange that exemplifies Japan's hospitality ethos. Together, let’s work towards bringing Japan’s best to the world, celebrating the spirit of OMOTENASHI in every endeavor.

Conclusion

The OMOTENASHI Selection program represents an enlightening effort to elevate Japan’s remarkable offerings. With an ever-expanding audience, we aspire to not only recognize these products but to see them flourish in both local and international markets. Join us in the journey to celebrate a decade of excellence and hospitality—apply from June 16, 2025!