Episode 6: OMOTENASHI [おもてなし] and Word-of-Mouth


1/12/20242 min read

Consumers see thousands of advertisements 99% of the time and they are usually ignored, and people who believe in advertisements for decision-making are rare.

In the ongoing saga of his entrepreneurial journey, Tanaka-san found a distinctive edge with a strategic focus on customer satisfaction, he strengthened his business by embracing the essence of “OMOTENASHI,” the Japanese art of hospitality and superior customer service.

Recognizing these core strength points, he steered the narrative away from conventional IT business models. He bravely chose not to follow the usual way many in the tech world do things. Instead, he strongly embraced a special Japanese way of providing service. This means he’s focused on more than just basic transactions. He’s dedicated to creating meaningful and personalized interactions.

With a renewed sense of purpose, he ensured that every interaction through digital channels, gave out warmth and genuine care. It wasn’t just about offering a service; it was about cultivating an environment where customers felt valued and understood.

In 2018, he achieved this significant milestone by obtaining the “Hospitality Standard Certification,” a prestigious recognition established by the Ministry of Economy, Trade, and Industry. This certification wasn’t just a badge of honor; it represented a commitment to visualizing service quality in the service industry.

The "Hospitality Standard Certification" was not just a recognition of past accomplishments; it boosted his determination to further raise the standards of service.

Customers, delighted with their experience, couldn’t help but share their satisfaction with friends and family. “I’ll tell my friends too!” became a common phrase among satisfied customers, and soon, Otona no Eikaiwa found itself at the top.

The six-month slump, marked by zero sales and looming bankruptcy, now seemed like a distant memory. The once gloomy Google Analytics numbers have now turned into something unexpected Tanaka-san turned a near financial disaster into a thriving business.

Here rises an inspiring story of resilience and transformative power of genuine hospitality. Otona no Eikaiwa is not just a proof of his strong will and determination but also shows the lasting importance of “OMOTENASHI” in today’s digital world.


OMOTENASHI [おもてなし] is a Japanese expression that roughly describes concepts of hospitality as well as mindfulness. While it may translate as ‘hospitality’, its true meaning is far deeper and detailed. Omotenashi is a way of life in Japan, focused on always providing the best service and hospitality despite receiving nothing in return.


This is a form of promotion where satisfied customers voluntarily share information about a product, service, brand, or company with others. Also, this is when a consumer’s interest in a company’s product or service is reflected in their dialogues. This is often considered one of the most effective and powerful forms of marketing without advertising because it influences personal relationships and trust.