Considering "Omotenashi" in Communication

【Special Discussion (Part 1)】
The work of an advertising agency—probing consumer psychology and meticulously crafting empathetic communication—might resonate with the spirit of Japan's ancient "omotenashi" (hospitality). This time, Dentsu Inc.'s Murai, Director of the Media Services / Newspaper Division, spoke with Hiroyuki Ueda, a leading expert on hospitality who delivers numerous lectures and coaching sessions. They discussed the concepts of communication and hospitality, how to promote the culture of hospitality ahead of the 2020 Tokyo Olympics, and the role newspapers should play at that time.

From left: Mr. Murai, Mr. Ueda

 

"Omotenashi" is Japan's greatest strength

Murai: When I read your books or listen to your lectures, Ueda-san, I feel it's not just about the detailed techniques for capturing people's hearts. There seems to be a profound story rooted in your own years of experience. And I think that resonates deeply with the listener.

Ueda: Thank you. While I speak on themes like "omotenashi" and "consideration," the content I share each time is always quite simple. However, I believe the episodes I cite contain truths about life that truly move people.

Murai: Among them, I was particularly moved by the story of when you worked as a guest services representative at the Japan Pavilion in Disneyland, USA. An elderly couple who visited the shop shared their life story with you – the hardships they'd endured and how they'd worked tirelessly ever since seeing Disney's commercial promising "happiness awaits here." They explained that their 50-year dream of buying a pearl necklace at Disneyland had finally come true. Hearing this, Ueda-san wanted to express her gratitude somehow. She gave them a letter saying something like, "The other ring you liked so much, Mickey the Grandchild will hold onto it until your next visit." The couple then said, "We thought coming here fulfilled our dream, but it turns out the dream continues! We can dream of coming back again," and they shed tears. That was the episode, right?

Ueda: Yes. I believe the reason we feel moved even when it's not our own experience lies in how the message is conveyed. Fundamentally, people aren't driven by logic; they only act when something truly touches their hearts.

Murai: I believe that if we incorporate this spirit of hospitality into our advertising communications, it could deepen our relationships with consumers.

Ueda: That's true. By the way, Murai-san, what do you think is the difference between the hospitality of Disney in the U.S. and the Japanese concept of "wa" hospitality?

Murai: In Western cultures, service often involves payment (tips), whereas Japanese hospitality is fundamentally based on the premise of being provided without expectation of payment. Beyond that... what else?

Ueda: Yes. Disney builds an entire "country" designed to be enjoyable "whenever" and "by whomever" visits, whereas Japanese hospitality is like having just a "box" there, and then arranging it moment by moment according to the situation. It's the same in tea ceremony, right? In Japan, the big difference is that it's created according to the circumstances of the moment and the feelings of the guest.

Murai: I see, that's very interesting. So, Ueda-san, you embody this Japanese sensibility and culture of hospitality—which can't be manualized—through your lectures and publications, right?

Ueda: Yes. Just as the ancient concept of "kotodama" (the power of words) exists, when we say "graceful" or "supple," Japanese people intuitively understand what's meant because we possess that sensibility. But to Americans, this way of perceiving things feels fresh. The very existence of such expressions can be seen as a strength for Japanese people.

The Role of Newspapers in Uncovering "Heart Resources"

Murai: Within the medium of newspapers, we must make these things visible, right? How can we leverage the strengths of newspapers—the power of words and continuity—to achieve this going forward?

Ueda: Since "omotenashi" was used in the Tokyo Olympic bid presentation, there's a concern that the perception of "omotenashi = hospitality" is becoming widespread. But what's truly important isn't the act of providing hospitality itself; it's using omotenashi to uncover "heart resources."

Murai: One could interpret Japan's recent Olympic bid success, despite its scarcity of material resources, as the world placing high expectations on our "heart resources."

Ueda: "Heart resources" are infinite. It feels like we've finally entered an era where everyone is pursuing these "heart resources." Within this context, I believe the role of the media is incredibly significant. When I give lectures in regional areas, I encounter unique expressions related to hospitality specific to each place. For example, Okinawa's "Ichabari Chōde" – meaning "once we meet, we are all brothers." Moving north to Fukushima, there's "Aizu's Three Tears." The expression describes crying three times: first at the locals' initial aloofness, then at their warmth once accustomed to life there, and finally at the deep affection making it hard to leave Aizu. Regional newspapers could benefit from uncovering and re-examining these unique local hospitality traditions.

Murai: I'm ashamed to say I've never heard of either "Ichabari Chōde" or "Aizu's Three Tears" before. Shining a light on these local traditions is something regional newspapers, with their strength in community ties, can excel at. Considering the potential for attracting Olympic tourists, this could be a real opportunity for local areas.

Ueda: Yes. With the world's attention focused here now, we should shine a spotlight on the many words imbued with spirit that exist throughout the regions and share them. By leveraging the continuity and depth of the newspaper medium, I believe we can build something truly significant around this core idea.

●Advertising is the Ultimate Form of "Omotenashi"

Murai: It's clear that for any advertising, not just newspapers, the ideal communication isn't just a direct plea to buy. It's when a story that moves people is attached to it. I recall a story from someone in the advertising department of an automobile manufacturer. When they placed an ad, they said, "We're not running this ad to sell cars. We're running it so that customers who have already bought our cars will see it and think, 'I'm glad I bought this car. I bought a good car.'" I feel this also resonates with the spirit of hospitality.

Ueda: That's true. What we must never forget is that we should never become the seller. We must constantly ask ourselves, as consumers ourselves, what people are seeking and when their hearts are moved. To stay sensitive to this, we need to train our hearts in everyday life.

Murai: It's easy to get caught up in thinking, "What should I do as a professional communication planner?" and forget that fundamental point of seeing things as a consumer.

Ueda: We should keep it simple. That said, as a professional lecturer, I do meticulously structure my talks to engage the audience. I incorporate humor, include emotional moments to massage their hearts, and finally deliver the core message. So, I spend 70 minutes setting the stage just to convey the last 10 minutes. I place great importance on the structure of how to effectively communicate.

Murai: Flow is crucial in advertising communication too. How can we communicate with consumers to create a positive impression, spark purchase desire, and ensure satisfaction even after the purchase? Listening to Ueda-san, I'm reminded that the process of advertising creation—standing in the consumer's shoes and thinking things through to the absolute limit—might just be the ultimate form of hospitality.
(Continued)

Mr. Ueda (front row, right) and the Dentsu Inc. Newspaper Advertising Innovation Research Group

Within Media Services / Newspaper Division, the 'Dentsu Newspaper Advertising Innovation Research Group' plays a central role in building networks with experts both inside and outside the company, aiming to revitalize the newspaper and newspaper advertising industries. This interview was conducted by members of the Media Services / Newspaper Division's group.