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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Redefining Omotenashi: How MOTENAS JAPAN is Shaping Japan's Luxury Tourism
More than a simple gesture of politeness, omotenashi embodies Japan's enduring tradition of selfless hospitality, one that often leaves a lasting impression on visitors from around the world. 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. 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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. 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