Hitoshi Aoki, CEO and founder of MOTENAS JAPAN. (©Kenji Yoshida)
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.
As Japan's inbound tourism surges, this spirit of omotenashi is being reimagined to resonate with a new generation of Japanophiles. 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.
Omotenashi in Action
What is behind Japan's rise as a top destination for international travelers?
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.
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.
How did your background lead to the creation of MOTENAS JAPAN?
I began my career as a systems engineer at Reuters' Tokyo headquarters shortly after college, during Japan's post-bubble economy.
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.
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.
What makes MOTENAS JAPAN unique in the tourism industry?
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.
In Kyoto, VIP guests can take part in authentic tea ceremonies alongside real geisha in traditional ryotei (Japanese restaurants). In Tokyo's Ginza district, we offer one-of-a-kind kabuki experiences in a unique venue, where professional actors engage directly with the audience — something not found in conventional kabuki performances.
Across Japan, we curate over 100 unique experiences, ranging from rare sake and whiskey tastings to private gatherings at breweries, along with personalized kendo and judo lessons. These are truly singular programs that fuse traditional Japanese culture with the spirit of omotenashi in ways no other service can offer.
Can you share some examples of the distinct experiences you provide?
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.
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.
What does your outbound business look like?
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.
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.
How would you describe the appeal of Japan?
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.
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Author: Kenji Yoshida
