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OMOTENASHI Selection 2026 Opens Applications!

The OMOTENASHI Selection, a prestigious initiative aimed at discovering and promoting exceptional Japanese products and services both domestically and internationally, is set to kick off its first application phase for the 2026 program on January 9, 2025. The program's slogan, "Bringing Japan's Omotenashi to the World," emphasizes its mission to showcase the unique hospitality culture that Japan embodies.

This year marks a significant milestone as the OMOTENASHI Selection celebrates its 10th anniversary, witnessing a considerable increase in its scale and reach. Last year alone, an impressive 403 products and services were awarded across two application phases, setting a record for recognized entries. The initiative continues to enhance support for both past awardees and those aspiring to win. It plans to bolster market expansion domestically and abroad, shedding light on the appeal of award-winning items and services.

What is OMOTENASHI Selection?

The OMOTENASHI Selection program was established in 2015, with the purpose of uncovering and promoting outstanding Japanese products and services that reflect the spirit of hospitality inherent in Japanese culture. A panel of experts conducts a rigorous evaluation of entries to identify products and services that are uniquely Japanese and worthy of global attention. Awarded items receive support including the right to use the official award logo and access to promotional resources designed to aid market entry development.

New Initiatives to Enhance Market Opportunities

Among the newly introduced initiatives, a permanent store named ENGAWA ASAKUSA is slated to open in the bustling tourist district of Asakusa in 2025. This venue will cater particularly to inbound tourists and strengthen engagement with the industry’s increasing demand. Additionally, collaborations with accommodation facilities are in the works, allowing a showcase and sale of award-winning items across various tourist hotspots in Japan.

Application Details

The application period for the first phase of the OMOTENASHI Selection 2026 will run from January 9, 2026, to February 20, 2026. The announcement of the winners is tentatively scheduled for June 23, 2026. The program covers several categories, including:

• - Products: (1) daily miscellaneous goods, (2) interior & fashion, (3) IT & electronics, (4) food & beverages;
• - Experiences & Services: (5) accommodations, (6) restaurants, (7) experience programs, (8) commercial facilities.

The selection process consists of a two-step evaluation involving documentation assessments followed by a physical evaluation by designated judges. For costs associated with application, it varies based on the category, but the preliminary document review is free of charge. Further costs may include evaluation fees and registration fees depending on the category of entry.

Benefits of Participation

Participating in the OMOTENASHI Selection offers a range of benefits for businesses, including valuable feedback from experienced judges, promotional support through the use of the award logo, and links to a network for marketing and distribution channels. Winning an OMOTENASHI award provides recognition that facilitates market expansion, which is especially beneficial for small to medium enterprises and local businesses seeking to enhance their reach.

Additionally, annual events such as pop-up shops in major locations, online showcases for domestic buyers, and other collaborative marketing efforts are planned to ensure that awardees gain visibility in both domestic and overseas markets.

Conclusion

The OMOTENASHI Selection program represents a significant opportunity for businesses to not only gain recognition but also enhance their market penetration strategies. As we move toward the application phase in January, all entities seeking to stand out in the competitive market of consumer goods and services are encouraged to apply. This is a chance to highlight Japan’s unique “Omotenashi” spirit on an international platform!

For more information about the application process and details, please visit the official website: OMOTENASHI NIPPON.

Started with the motto, "Bringing Japan's Omotenashi to the World," OMOTENASHI Selection remains committed to elevating Japan's remarkable spirit of hospitality on the global stage.