Redefining Omotenashi: How MOTENAS JAPAN is Shaping Japan's Luxury Tourism
Amid a sharp rise in inbound tourism, this spirit of omotenashi is being reimagined to resonate with a new generation of Japanophiles. And among those driving this transformation is Hitoshi Aoki, founder and CEO of MOTENAS JAPAN, a startup launched in 2019.
In an interview with JAPAN Forward, Aoki reflected on his entrepreneurial journey, the evolving landscape of Japanese tourism, and how his company is adapting to these changes.
Excerpts from the interview follow.
Inbound tourism only began to recover around 2023 following the COVID-19 pandemic.
In recent years, Japan has shifted its tourism strategy from attracting 60 million annual visitors by 2030 to focusing instead on enhancing travel experiences and generating ¥15 trillion JPY ($99 billion USD) in tourism revenue. Terrace with a panoramic view of the Northern Alps at Hakuba Iwatake Mountain Resort in Hakuba, Nagano Prefecture. (Courtesy of Hakuba Iwatake Mountain Resort)
The spotlight is also moving beyond the well-trodden "golden route" of Tokyo, Kyoto, Osaka, and Mt. Fuji toward regional treasures. For example, Hakuba, Niseko, and hiking routes like the Shimanami Kaido are being positioned as hubs for luxury and sustainable tourism.
Still, Japan faces a delicate balancing act of scaling its tourism economy without diluting the authenticity and charm that make these destinations unique.
I began my career at Reuters' Tokyo headquarters shortly after graduating from college, during Japan's bubble economy. Eager to work in an international environment, I joined the company as a systems engineer.
Soon after, I was stationed in Singapore as an expatriate, working in the heart of Asia's financial district. That experience proved pivotal. It provided me with a firsthand understanding of what affluent international travelers seek when visiting foreign countries. Kaminarimon Street in Asakusa is bustling with tourists — June 27 afternoon, Taito Ward, Tokyo. (©Sankei by Rei Yamamoto)
After returning to Japan, I joined Hitachi, where I was responsible for developing next-generation business initiatives. However, I soon found myself constrained by a rigid corporate culture that left little room for individual creativity. If I wanted to build something meaningful, I knew I had to venture out on my own before it was too late.
From the outset, my goal was to build a business centered on inbound tourism. I first tried a B2C model, renting out rooms to travelers. Although it saw some success, the work felt unfulfilling. I also launched a sushi-making experience for tourists in Tsukiji, which proved popular but wasn't financially viable.
That's when I realized I had to shift my focus to B2B and think on a larger scale.
At MOTENAS JAPAN, we offer premium services tailored to major corporations and organizations that seek experiences beyond typical group tours. Our goal is to provide authentic encounters with traditional Japanese culture and hospitality that are not available through conventional tourism. Scene from Imoseyama Onna Teikin. Minami-za Theatre, Kyoto City (© Shochiku)
In Kyoto's Gion district, for instance, we offer private tea ceremonies where guests don full kimonos, creating a serene and authentic introduction to Japanese hospitality. At Kabuki-za in Ginza, our guests experience live kabuki performances accompanied by English commentary, enhancing their appreciation.
Across Japan, we curate over 100 unique experiences, ranging from rare sake and whiskey tastings to private gatherings at breweries, along with personalized karate and judo lessons.
Traditionally, Japanese cultural events such as kabuki, sumo, and shibai have been confined to large theaters or designated venues. While these settings hold great value, they can sometimes feel distant.
We specialize in crafting exclusive and immersive experiences. Take kabuki, for example. Even many Japanese find its storylines and symbolism difficult to grasp. To bridge this gap, we invite professional kabuki actors to lead private sessions where they engage directly with our guests, explain their art, and demonstrate the intricate makeup and costume process up close. Abi (right) defeats yokozuna Hoshoryu on the first day of the Spring Basho in Osaka on March 9, 2025. (©KYODO)
During the 2019 Rugby World Cup, we hosted a unique event where sumo wrestlers playfully competed against international rugby players and our clients. Later that evening, those same wrestlers joined the guests on the dance floor for a lively disco party.
Another example was a request from a major foreign corporation for a Bushido-themed tour. We secured exclusive access to Kuon-ji Temple and invited expert instructors to lead hands-on experiences in samurai swordsmanship, ninja skills, geisha traditions, taiko drumming, and even ascetic training.
It's personal, educational, and genuinely memorable.
During the COVID-19 pandemic, our inbound tourism business was severely impacted by travel restrictions and a sharp decline in tourists. Anticipating a prolonged downturn, we decided to pivot and launch an outbound venture.
We currently operate two Douyin accounts, TikTok's counterpart in China. One promotes popular destinations, restaurants, and businesses in Japan that cater to foreigners, while the other integrates an e-commerce system. A sushi chef displays a fillet from a 276-kilogram bluefin tuna sold for 207 million yen (about 1.3 million USD), jointly purchased by sushi chain Onodera Group and wholesaler Yamayuki, at an Onodera restaurant following Tokyo's first tuna auction of 2025, January 5. (©REUTERS/Issei Kato)
With China's e-commerce market more than ten times the size of Japan's, we provide end-to-end solutions to help clients tap into this vast opportunity, from market research to advertisement and cross-border e-commerce execution.
Looking ahead, we plan to expand our presence to other countries, with Asia as our primary focus.
There is no shortage of things to admire about Japan. It has a distinctive sense of beauty, rich traditional culture, stunning natural landscapes, deeply rooted social values, safety, cleanliness, and renowned omotenashi.
But some of Japan's finest qualities have been rediscovered thanks to overseas engagement. Take Hakuba and Niseko, for example. Both have grown into popular destinations largely due to foreign investment, contributing to the revival of regional tourism. Developing these untapped regional gems is also a personal vision of mine.
Author: Kenji Yoshida
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Create an account or sign in to continue with your reading experience. Access articles from across Canada with one account Share your thoughts and join the conversation in the comments Enjoy additional articles per month Get email updates from your favourite authors Don't have an account? Create Account In a post on his Truth Social platform, Trump reiterated — without providing evidence — that Friday's employment report 'was rigged.' He alleged that commissioner of labour statistics Erika McEntarfer had manipulated data to diminish his administration's accomplishments, drawing sharp criticism from economists and a professional association. 'We'll be announcing a new (labour) statistician some time over the next three-four days,' Trump told reporters Sunday. He added Monday: 'I will pick an exceptional replacement.' U.S. job growth missed expectations in July, figures from the Bureau of Labor Statistics showed, and sharp revisions to hiring figures in recent months brought them to the weakest levels since the Covid-19 pandemic. Your noon-hour look at what's happening in Toronto and beyond. By signing up you consent to receive the above newsletter from Postmedia Network Inc. Please try again This advertisement has not loaded yet, but your article continues below. Trump ordered the removal of McEntarfer hours after the figures were published. 'We had no confidence. I mean the numbers were ridiculous,' Trump told reporters Sunday. He charged that McEntarfer came up with 'phenomenal' numbers on his predecessor Joe Biden's economy before the 2024 election. Hiring slowdown Even as he called for more reliable data Monday, White House economic adviser Kevin Hassett conceded that the jobs market was indeed cooling. But Hassett maintained in a CNBC interview that this softening did not reflect the incoming effects of Trump's flagship tax and spending legislation — signed into law early last month. U.S. employment data point to challenges as companies took a cautious approach in hiring and investment while grappling with Trump's sweeping — and rapidly changing — tariffs this year. This advertisement has not loaded yet, but your article continues below. The United States added 73,000 jobs in July, while the unemployment rate rose to 4.2%, the Department of Labor reported. Hiring numbers for May were revised down from 144,000 to 19,000. The figure for June was shifted from 147,000 to 14,000. These were notably lower than job creation levels in recent years. During the pandemic, the economy lost jobs. Over the weekend, Hassett defended McEntarfer's firing in an NBC News interview: 'The president wants his own people there so that when we see the numbers they are more transparent and more reliable.' But Trump's decision has come under fire. William Beach, who previously held McEntarfer's post, said the move set a 'dangerous precedent.' The National Association for Business Economics condemned her dismissal, saying large revisions in jobs numbers 'reflect not manipulation, but rather the dwindling resources afforded to statistical agencies.' German Finance Minister Lars Klingbeil on Monday emphasized the importance of supporting 'independent, neutral and proven institutions.' He said: 'It is right that independent institutions remain independent and that politics do not interfere with them.' McEntarfer, a labour economist, was confirmed to the commissioner role in January 2024. Columnists Wrestling Opinion World Wrestling
