Episode #11: Omotenashi - Real Japanese Customer Service

Why do Japanese companies with strong heritage excel in emotional customer connection?

Many 日本企業 (Japanese companies) struggle to communicate change—store closures, relocations, restructuring—without sounding mechanical or overly corporate. Yet Toraya, a 400+ year traditional sweets maker, demonstrated that even a simple “store rebuilding notice” can become a masterclass in customer-focused communication.

In a business world where executives prioritize risk management, compliance, and efficiency, Toraya shows us that emotional connection is a strategic differentiator.

Mini-Summary:
Toraya’s message stands out because it goes beyond logistics; it delivers history, humanity, and heartfelt appreciation.

Most store-closing notices simply state facts: dates, construction timelines, polite apologies, and future reopening details. Toraya did all of that—but elevated it.

1. A Historical Frame That Builds Trust

President Mitsuhiro Kurokawa (the 17th-generation leader) reminded customers of Toraya’s origins:

• Founded in Kyoto in 1586 (late Muromachi period)

• Moved to Tokyo in 1869

• Operating at the Aoyama location since 1964

This timeline signals long-standing tradition, adaptability, and stability, strengthening customer trust.

2. Real Customer Episodes That Bring the Brand to Life

Kurokawa didn’t rely on abstract values—he told authentic stories:

• A male customer who visited every three days to enjoy oshiruko (sweet red bean soup) — unusual because men typically are not known for having a sweet tooth.

• A kindergarten-aged boy who came daily with his mother for small yokan (sweet bean paste block). When he arrived alone one day, staff discovered his mother hiding nearby to ensure he was safe.

• A 100-year-old woman who loved namagashi (fresh Japanese sweets) and higashi (dried sugar sweets). Even after she could no longer eat solid food, staff discovered she could still enjoy powdered higashi.

Rather than listing products, Toraya described lived experiences—turning everyday customers into meaningful characters.

3. A Tone of Sincere Appreciation

Kurokawa emphasized that these stories are “kept in the hearts” of the staff.
This message communicates:

• We remember you.

• We care about your individual experiences.

• We look forward to serving you again—even after years of reconstruction.

Mini-Summary:
Toraya combined historical credibility with human storytelling to create a memorable, emotionally resonant notice.

Q: Are we communicating a genuine emotional bond—or just pushing information?

Many organisations, including 外資系企業 (multinational companies) and 日本企業 (Japanese companies), allow their communication to become robotic or marketing-driven.

To improve:

• Replace generic statements with authentic stories.

• Highlight real clients, real situations, and real service moments.

• Show—not tell—the value of human connection.

Mini-Summary:
Emotional storytelling builds trust faster than any data point or slogan.

What practical steps can leaders take to strengthen customer-centric communication?

✔ 1. Are we intentionally creating emotional connection with clients?

This requires clarity of purpose: Why should your clients care about you?

✔ 2. Are we sharing enough positive, real customer stories?

Executives should encourage staff to observe and collect stories from daily client interactions.

✔ 3. Are we aware of every touchpoint customers experience?

Email scripts, store signage, call center responses, and even crisis notices all shape perception.

✔ 4. Are we serving from the heart, not just the head?

Skills matter—but sincerity matters more.

✔ 5. Are employees trained with the right mindset for exceptional service?

Training in リーダーシップ研修 (leadership training), 営業研修 (sales training), プレゼンテーション研修 (presentation training), and DEI研修 (DEI training) helps establish customer-centric culture.

Mini-Summary:
Customer loyalty grows when employees are inspired, aligned, and empowered to serve authentically.

What does this mean for leaders in Japan today?

Engaged employees are self-motivated.
Self-motivated employees become inspired.
Inspired employees drive growth, customer loyalty, and long-term competitive advantage.

Dale Carnegie Tokyo teaches leaders how to build that inspiration—systematically and sustainably—based on more than a century of global expertise and over 60 years serving the Tokyo business community.

• Authentic storytelling transforms even routine communication into powerful customer engagement.

• Japanese and multinational companies can deepen customer trust by blending data with humanity.

• Emotional connection requires intentional training, leadership alignment, and employee inspiration.

• Toraya’s notice exemplifies how sincerity and history create lasting brand loyalty.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.