Transforming Marketing Messages into “Omotenashi”: Appeals from a Native Perspective

あゆみ佐藤
Nov 4
3 min read

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” through a creative collaboration with emerging filmmakers.Among eight short films, the winning entry “What Makes Me Me” resonated widely with its message of self-acceptance and empowerment.

Rather than simply promoting cosmetics, the project reframed beauty as an act of self-expression and individuality. By telling authentic, emotionally rich stories that invite empathy, Shiseido demonstrated how Japanese consumers respond not to persuasion, but to connection.

Source: Shiseido Official Release – #BeautyEmpowers Project

2. Nostalgia and Relatability: Nissin’s “HUNGRY DAYS” Series

Nissin Foods’ animated campaign series “HUNGRY DAYS” reimagined the world of ONE PIECE in a modern-day high school setting.Combining TV commercials, web videos, and social media storytelling, the series blended nostalgia with youthful emotion — and quickly became a national topic.

Audiences shared fan art and reactions across social platforms, creating a wave of user-generated engagement.By merging a nostalgic anime aesthetic with contemporary themes, Nissin effectively bridged generations and built brand affinity through shared emotion.

Source: Nissin Foods Official “HUNGRY DAYS” Campaign Page; AdverTimes, Cho-Animedia coverage

3. Building Cultural Affinity through Icons: Uniqlo’s UT×BT21 and UT×Takashi Murakami

Uniqlo’s UT T-shirt line thrives on cultural collaborations that tap into fans’ emotional worlds.The “UT×BT21” collection — a collaboration with LINE FRIENDS’ beloved characters — generated strong buzz and sellouts upon release.In 2020, “UT×Takashi Murakami” brought together contemporary art and street culture, receiving widespread media and consumer attention both online and in stores.

Through special campaign websites, LINE account activations, and livestream announcements, Uniqlo cultivated a two-way relationship with fans.By blending exclusivity and participation, the brand mastered Japan’s unique “cultural empathy-driven” purchase behavior.

Source: Uniqlo Press Releases (2019 “UT×BT21”, 2020 “UT×Takashi Murakami”)

4. Seasonality and Subtle Emotion: Starbucks Japan’s “Sakura” Series

Every spring, Starbucks Japan launches its highly anticipated “Sakura Series” — limited-edition drinks and goods inspired by cherry blossoms.From store décor to product packaging, the brand crafts a fully immersive “sakura world” experience.

The 2025 lineup introduced the Cherry Blossom Cherry Cocoa Frappuccino, accompanied by online pre-sales and LINE-based updates.Each year, the hashtag #さくらスタバ (#SakuraStarbucks) trends across Japanese social media, illustrating how Starbucks merges offline experience with digital anticipation — a perfect example of omotenashi in brand design.

Source: Starbucks Coffee Japan Official Announcements; JapanToday, SoraNews24

5. Designing Messages from a Native Perspective: The PDCA of Localization

To succeed in Japan, brands must move beyond simple translation. They must think and feel in Japanese, crafting communication that mirrors native sensibilities.

Key steps include:

Insight Research: Understanding emotional triggers and linguistic nuances through social listening and interviews.
Language Refinement: Applying natural honorifics, onomatopoeia, and seasonal expressions that evoke emotion.
A/B Testing and Optimization: Continuously refining copy, visuals, and CTAs based on CTR/CVR performance.
Leveraging UGC: Using user-generated stories and timing analysis to fine-tune messaging.

This ongoing PDCA cycle allows brands to develop not only linguistic accuracy, but emotional fluency — a vital asset for long-term trust and resonance.

Conclusion

In Japan, successful marketing messages are not translations — they are acts of hospitality.Emotional storytelling, nostalgia, seasonality, and cultural collaboration form the foundation of brand communication that feels genuinely Japanese. By approaching marketing from a native empathy perspective and refining it through data and dialogue, global brands can achieve both deep emotional connection and sustainable performance in Japan’s sophisticated consumer market.