Transforming Marketing Messages into “Omotenashi”: Appeals from a Native Perspective
Japanese consumers value heartfelt communication — messages that reflect sincerity, emotional nuance, and empathy.This article explores how leading Japanese brands have succeeded in translating these values into marketing that feels like “omotenashi” — genuine hospitality expressed through storytelling and cultural connection. 1. Storytelling that Opens Emotions: Shiseido’s #BeautyEmpowers Shiseido’s #BeautyEmpowers campaign explored the theme of “the power of makeup” throu
