Otetabi Wins Excellence Award at the 5th Japan Service Awards Ceremony

Otetabi's Outstanding Achievement at the Japan Service Awards

Otetabi, operated by Otetabi Inc. and headquartered in Shibuya, Tokyo, has achieved a remarkable milestone by receiving the Excellence Award at the 5th Japan Service Awards. Organized by the Productivity Council of Japan, this award recognizes exemplary services in the Japanese service industry that offer innovative solutions and unparalleled value.

The award ceremony was held on December 10, 2025, at The Prince Park Tower Tokyo in Minato, Tokyo. The event was graced by esteemed guests including Prime Minister Takai and Minister of Economy, Trade and Industry Akazawa, where Otetabi was honored with a commendation certificate.

Significance of the Japan Service Awards

The Japanese service industry plays a crucial role, contributing roughly 70% to the nation’s GDP and employment. The Japan Service Awards aim to honor outstanding services within this sector that demonstrate innovative approaches and exceptional value. This year's event saw an impressive 768 applications, culminating in the selection of 33 awards across various categories, including commendations from the Prime Minister and the Minister of Economy.

Evaluation Highlights from the Judging Panel

Otetabi was evaluated favorably for its innovative platform that adeptly addresses regional issues through three key points:

1. Innovative Value Proposal:
Otetabi's unique integration of travel and assistance challenges the conventional limitations of rural areas that often struggle to attract attention. By harnessing the enthusiasm of individuals eager to contribute to communities, Otetabi facilitates solutions for labor shortages and fosters a new flow of people and interactions in underappreciated regions.

2. Collaborative Value Co-Creation:
Otetabi actively collaborates with local governments and various industry organizations to enhance its reach. This includes promoting engagement among participants, forging partnerships with railway companies, and coordinating with universities for tourism workforce training, thereby accelerating value co-creation.

3. A National Model Beyond Tourist Areas:
The innovative concept of combining assistance with travel allows travelers interested in community engagement to visit various regions, alleviating labor shortages while simultaneously promoting local ties and revitalization.

CEO Rina Nagaoka's Acceptance Speech

In a heartfelt acknowledgment, CEO Rina Nagaoka expressed gratitude for the award, emphasizing the core mission of Otetabi. She stated, "We view the challenge of labor shortages in regions not as a hurdle, but as an opportunity for a ‘new purpose of travel’. Our initiative has successfully generated new interactions and flows of people in areas typically overlooked. We are encouraged by this recognition as we strive to serve local communities, especially in underpopulated areas like my hometown, Owase City in Mie Prefecture."

What is Otetabi?

Otetabi is a pioneering talent-matching service that merges assistance with travel. It connects local businesses grappling with labor shortages to travelers seeking work opportunities while exploring new places.

Travelers only need to cover their travel expenses, allowing them to reduce overall costs while enriching their travel experiences through interaction with local cultures and lifestyles. On the other hand, regional businesses can attract workers from afar by offering compensation and accommodations without covering travel costs. The programs are flexible, ranging from a minimum of one night to several months, enabling businesses to adapt working hours and responsibilities to fit their needs. Furthermore, workers are encouraged to explore local attractions during their time off, further boosting the local economy.

Surging Popularity Among Users Over 50

As of December 4, 2025, the number of registered users has surpassed 90,000, with a notable spike in participants aged 50 and above. As economic conditions lead many to seek budget-friendly travel solutions and the rise of remote work makes flexible lifestyles attainable, interest in Otetabi as a means of exploring new communities is on the rise. Notably, although the majority of participants are Gen Z, comprising nearly half of the user demographic, the '100-year life' concept has spurred the surge of interest from older adults, including early retirees and homemakers looking for new adventures.

Enlisting Businesses Facing Labor Shortages

Otetabi not only focuses on travelers but actively seeks to recruit businesses facing labor shortages. By leveraging travel as an attraction point, these businesses can connect with talent nationwide. Currently, the registered number of businesses stands at over 2,200, which includes accommodations such as hotels and inns, primary industries like agriculture and fishing, and extends to various sectors like guesthouses, campsites, breweries, seafood processing, and restaurants.

Recruitment and Inquiries

Otetabi continues to strive towards introducing this new travel style while aiding businesses in securing seasonal workers. For any inquiries or if you are interested in job postings, feel free to reach out via the contact forms available on our website.

Otetabi Inc. Overview
Company: Otetabi Inc.
CEO: Rina Nagaoka
Location: 3-31-12 Yoyogi, Shibuya, Tokyo 151-0053
Establishment: July 2018
Capital: 70,286,500 JPY
Website: otetsutabi.com