OMOTENASHI Selection
OMOTENASHI Selection is a semi-annual Japanese award program that certifies SME products and services embodying omotenashi hospitality, supporting winners via retail stores, trade shows, and cross-border e-commerce.
- Company typePrivate
- Founded2015
- HeadquartersShibuya, Japan
- Headcount—
- GTM typeB2B
- OfferingServices
What OMOTENASHI Selection does
OMOTENASHI Selection is a semi-annual Japanese award and certification program operated by ENGAWA Corporation under the OMOTENASHI NIPPON executive committee, founded in 2015 to identify and certify products and services embodying the spirit of omotenashi (Japanese hospitality). The program evaluates applicants through expert panels including both Japanese and foreign selectors and has certified over 1,000 cumulative products and services, with 149 recipients from 37 prefectures announced in the 2026 first session alone. Its primary customer segment is Japanese SMEs seeking international market expansion, inbound tourism exposure, and third-party brand credibility, who pay fixed application fees (100,000 yen/item) and award registration fees (200,000 yen/item).
Beyond certification, OMOTENASHI Selection operates a distribution infrastructure including the ENGAWA ASAKUSA experiential retail store (opened October 2025 near Senso-ji Temple, ~50% international visitors), the "Little Japan" outlet at Narita Airport Terminal 2, department store pop-ups at Takashimaya, Isetan, and Mitsukoshi Isetan, and cross-border e-commerce and live-commerce channels into Asian markets. The program is supported by a consortium of over 20 partner companies, with Gold partners All Nippon Airways (in-flight magazine promotion, EXPERIENCE JAPAN platform) and Japan Post (postal shopping referrals), plus international trade show presence in Taiwan, China (Chengdu), and the UAE (Dubai World Center permanent exhibit). Approximately 90% of awardees continue using the certification logo, indicating durable brand value for participating SMEs.
OMOTENASHI Selection firmographics
Firmographics- Name
- OMOTENASHI Selection
- Legal name
- ENGAWA株式会社
- Website
- https://omotenashinippon.jp
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Short description
- OMOTENASHI Selection is a semi-annual Japanese award program that certifies SME products and services embodying omotenashi hospitality, supporting winners via retail stores, trade shows, and cross-border e-commerce.
- Ownership category
- akta.pro rank
OMOTENASHI Selection industry classification
Industry- Product category
- Award and Certification Programs
- akta.pro primary industry
- Sweepstakes, Contests & Giveaway Administration (BPAFAMAD)
Keywords
Where OMOTENASHI Selection is headquartered
LocationHeadquarters
- HQ city
- Shibuya
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
OMOTENASHI Selection business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Award Entry and Registration Fees: Revenue generated from selection fees for applicants and award registration fees for successful recipients. Selection fee: 100,000 yen per application item (excluding tax). Award registration fee: 200,000 yen per awarded item (excluding tax).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Selection Fee - Application processing for product/service evaluation |
| Other | Multi-year contract | Award Registration Fee - For successful award recipients |
| Other | One time/ perpetual license | On-site tasting service handling fee |
| Other | One time/ perpetual license | Large/assembly product preparation fee |
Distribution channels6 records
Marketing channels6 records
OMOTENASHI Selection product offering
Product offeringCore offering
OMOTENASHI Selection operates a semi-annual award and certification program that identifies, evaluates, and promotes Japanese products and services embodying the spirit of omotenashi (Japanese hospitality). Awardees receive official certification, expert marketing feedback from a panel of Japanese and foreign selectors, PR and media support, distribution access through partner retail channels (ENGAWA ASAKUSA store and Little Japan at Narita Airport), and participation in international trade shows and department store popups.
Product overview
OMOTENASHI Selection is a semi-annual award program that identifies and certifies excellent Japanese products and services embodying omotenashi (hospitality) spirit. The program connects award-winning small and medium enterprises with foreign buyers and international trade shows. The portfolio includes the core award program, physical retail stores (ENGAWA ASAKUSA experiential store and Little Japan at Narita Airport), an e-commerce platform (Furusato Omotenashi Shop), promotional tools for award winners, and annual conference events. The program has certified over 1,500 products across multiple years since its establishment in 2015.
Differentiator
Problem solved
Functional benefit
Products and services
- OMOTENASHI Selection Award Program
- ENGAWA ASAKUSA
Quantifiable outcome
- Approximately 90% of awardees continue using the award logo
Companies that use OMOTENASHI Selection
Customer profileSegments1 record
Ideal customer profiles1 record
OMOTENASHI Selection technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
OMOTENASHI Selection partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and supporting.
- 青山社中株式会社coreExecutive committee member responsible for overall program strategy and execution. Founded by former government officials, contributes business advisory expertise.
- AnyMind Japan株式会社coreExecutive committee member providing digital marketing and platform expertise for international expansion support.
- ENGAWA株式会社coreOperating company managing day-to-day operations, retail locations (ENGAWA ASAKUSA), and international business development. President: 牛山隆信.
- 株式会社サニーサイドアップグループcoreExecutive committee member providing PR and communications expertise for award promotion.
- 全日本空輸株式会社 (ANA)coreGold partner providing in-flight magazine (Tsubasa no Kuni) advertising opportunities and EXPERIENCE JAPAN platform for awardee product promotion to international visitors.
- 日本郵便株式会社coreGold partner offering postal service integration and Japan Post shopping website referrals for awardee products.
- Arigato Travel KK.supportingInbound tourism specialist providing travel content expertise and serving as a selector in the evaluation process.
- 株式会社小田急百貨店supportingDepartment store partner hosting OMOTENASHI Selection popup events for awardee product sales.
- 株式会社三越伊勢丹supportingDepartment store partner for retail distribution of award-winning products.
- Tokyo WeekendersupportingEnglish-language lifestyle magazine (established 1970) distributed to 400+ locations including embassies and hotels, providing PR exposure to international audience.
- Brooklyn Beauty/Fashion LabosupportingPartner supporting international PR and market development for awardees.
- Xreach株式会社supportingPartner providing international market reach and expansion support services.
- BECOS (株式会社KAZAANA)supportingCross-border e-commerce platform for traditional crafts, helping distribute award-winning products internationally.
- 味チョク（株式会社ネットブリッジ）supportingSpecialty food products partner supporting awardee product distribution.
- 株式会社博報堂プロダクツsupportingProduction company providing marketing and promotional content creation support for awardees.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
OMOTENASHI Selection competitors and assessment
Company assessmentBroad incumbents
- Monde Selection: International quality award program covering consumer goods including food, beverages, and cosmetics — a broader, more globalized competitor targeting the same 'trusted third-party quality stamp' positioning that OMOTENASHI Selection uses with Japanese SMEs.
- DENTSU: Largest Japanese advertising/PR group and ecosystem participant; comparable as a provider of marketing, brand-building, and PR services to Japanese brands expanding internationally — the broader incumbent in the space where OMOTENASHI Selection's post-award PR support sits.
Emerging players
- Asia Brand Awards: Regional awards program covering Asian brands across consumer categories; partially overlaps as a regional third-party quality/recognition mark with comparable marketing and distribution support for winners.
Others
- Cool Japan Fund: Public-private investment fund promoting Japanese brands, products, and services globally; comparable as an ecosystem enabler rather than a direct awards competitor, but addresses similar demand for internationalizing Japanese SMEs.
- Asakusa Culture and Tourism Center / Tokyo Tokyo Official Tourism Website (JNTO): Inbound tourism infrastructure and promotion entities tied to the Asakusa/Senso-ji area where ENGAWA ASAKUSA is anchored; relevant as ecosystem partners and as indicators of inbound tourist flow that drives the program's retail economics.
- Furusato Nouzei (Hometown Tax Donation) platforms (e.g., Satofuru, Furunavi): Regional product distribution and discovery platforms that route Japanese regional specialties to nationwide consumers; comparable as a curation and distribution mechanism for Japanese SMEs, though operating through a different monetization model.
- Japan External Trade Organization (JETRO): Government-affiliated export promotion organization that helps Japanese SMEs reach international markets — adjacent as a non-certifying but complementary export-promotion actor with overlapping partner ecosystem and similar beneficiary base.
- AnyMind Group: Executive committee member providing digital marketing and cross-border e-commerce enablement for Asian brands; an actual strategic partner of OMOTENASHI Selection and a comparable platform for SME internationalization.
- MUJI (Ryohin Keikaku): Iconic Japanese curated product retailer with international stores; adjacent as a global channel for Japanese-origin products and an aspirational comparison for ENGAWA ASAKUSA's experiential retail concept.
Direct peers
- Good Design Award (Japan Institute of Design Promotion): Japan's flagship product and service design award program, also evaluating Japanese products and services through expert panels and providing recognized branding to awardees. Most directly comparable as a domestic award/certification scheme with similar prestige and SME customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
OMOTENASHI Selection social profiles
Digital presenceOMOTENASHI Selection financial estimates
Financial estimateRevenue estimate
Valuation estimate
OMOTENASHI Selection leadership team
Management profileNumber of profiles
Profiles1 record
OMOTENASHI Selection funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OMOTENASHI Selection M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OMOTENASHI Selection
What does OMOTENASHI Selection do?
OMOTENASHI Selection operates a semi-annual award and certification program that identifies, evaluates, and promotes Japanese products and services embodying the spirit of omotenashi (Japanese hospitality). Awardees receive official certification, expert marketing feedback from a panel of Japanese and foreign selectors, PR and media support, distribution access through partner retail channels (ENGAWA ASAKUSA store and Little Japan at Narita Airport), and participation in international trade shows and department store popups.
Is OMOTENASHI Selection a public or private company?
OMOTENASHI Selection is a private company. It is classified as unknown and is currently operating.
When was OMOTENASHI Selection founded?
OMOTENASHI Selection was founded in 2015.
Where is OMOTENASHI Selection based?
OMOTENASHI Selection is headquartered in Shibuya, Japan, in the Asia region.
How does OMOTENASHI Selection make money?
One revenue line is on record: award Entry and Registration Fees.
Who are OMOTENASHI Selection's main competitors?
Broad incumbents on record are Monde Selection and DENTSU. Asia Brand Awards is listed as an emerging player. Others are Cool Japan Fund, Asakusa Culture and Tourism Center / Tokyo Tokyo Official Tourism Website (JNTO), Furusato Nouzei (Hometown Tax Donation) platforms (e.g., Satofuru, Furunavi), Japan External Trade Organization (JETRO), AnyMind Group and MUJI (Ryohin Keikaku). Good Design Award (Japan Institute of Design Promotion) is listed as a direct peer.
Does OMOTENASHI Selection have an API?
No public API is recorded for OMOTENASHI Selection.
What industry is OMOTENASHI Selection in?
OMOTENASHI Selection's product category is Award and Certification Programs. Its primary akta.pro industry code is BPAFAMAD, Sweepstakes, Contests & Giveaway Administration.