Omotenashi Selection: Experience Japan’s Timeless Hospitality
This Christmas, go beyond the ordinary and share a gift that embodies thoughtfulness, tradition and global appeal. The Omotenashi Selection is a curated collection of exceptional products and services that reflect the true spirit of Japanese hospitality. Whether it is a beautifully crafted item or an innovative service, every selection tells a story of dedication, artistry and heartfelt hospitality. Make this holiday season unforgettable with authentic Japanese gifts that bring a touch of Japan’s warmth and elegance to your loved ones.
Milestone: 10 Years of Omotenashi Selection
This year marks the 10th anniversary of the Omotenashi Selection. Over the past decade, the award has partnered with more than 20 private companies to discover and promote products that blend traditional craftsmanship with modern ingenuity. Each item is evaluated through rigorous inspections by international residents of Japan, focusing on two key criteria: the spirit of omotenashi (to wholeheartedly look after guests) and global creativity. This unique combination ensures that each winning item resonates with Japanese customers and people around the world.
Record-Breaking Year for Excellence
On June 12, 2025, the first batch of awardees and certified products was announced, marking a historic high of 233 recipients. This reflects the growing recognition of Japanese creators and the increasing global demand for well-crafted, meaningful products with cultural depth.
To further connect these authentic Japanese gifts with international visitors, Omotenashi Selection opened their first permanent retail store on Oct 19 2025, in Asakusa, Tokyo. Located in one of Japan’s most vibrant districts for inbound tourism, Engawa Asakusa serves as a year-round showcase for award-winning products from across Japan, making them accessible to travelers seeking meaningful Christmas gifts.
2025 Award Winners
From eco-friendly knives and allergen-free sweets to modern lifestyle goods that showcase ingenious uses of traditional materials, each winner reflects the thoughtful spirit of Japanese hospitality.
Grand Gold Award: Sustainable Upcycled Kimono Trays
Shimodansha Sadaemon Shoten (Tochigi Prefecture)
These “Kimono Trays” and “Meisen Trays” are an elegant transformation of vintage Japanese kimonos into contemporary, durable tableware. Through a unique cloth-covering process that fuses kimono fabric with resin, each tray preserves the delicate texture of the textile while offering modern practicality: lightweight, washable, shatter-resistant and heat-resistant up to 110°C. Because every piece is cut from a different section of antique fabric, no two trays are alike, making each one a quiet celebration of individuality and the timeless elegance of Japanese culture.
Gold Award: Wheat-Free Hokkaido Cheesecake
Gateau Fromage / Fujiya Pâtisserie (Hokkaido)
Made without a single grain of wheat, Pâtisserie Maison Fujiya’s “Gâteau Fromage” offers a texture so light and silky it feels as if it melts the moment it touches your tongue. This artisanal cake is handcrafted with generous amounts of Hokkaido cream cheese and fresh cream, delivering a rich flavor that remains beautifully gentle and never overwhelming. Free from preservatives and artificial colors, every slice utilizes carefully selected ingredients to ensure pure, honest deliciousness. The cake is paired with delicate Guérande salt from France, which adds a subtle minerality that enhances the natural depth of the cheese.
Gold Award: Premium Natural Pudding
Treasure Premium Pudding / Zaiho Co., Ltd. (Kagoshima Prefecture)
This “Treasure Premium Pudding” collection is a refined dessert crafted from nutrient-rich eggs and high-quality dairy to create a smooth texture and naturally rich flavor. Ingredients from Kyushu and Kagoshima are thoughtfully combined to highlight their best qualities, resulting in a sweet treat that is simple, honest and exceptionally well made. Its refined yet approachable taste makes it a perfect choice for those seeking authentic Japanese gifts this Christmas: easy to enjoy, beautifully crafted and thoughtfully created with the spirit of omotenashi in every detail.
Special Award: Modern All-Season Hina Dolls
Hina Dolls That Never Grow Up / WiNeeds Holdings Co., Ltd. (Hiroshima Prefecture)
These “Never Grow Up” Hina Dolls are a clever, modern twist on tradition designed to function as elegant interior decorations year-round. Unlike traditional dolls that must be packed away after the Girls’ Festival, these handcrafted items transform into stylish single-flower vases simply by removing the small head pieces. Created in Hiroshima using high-quality solid wood, the set allows you to feel the warmth of the natural grain while avoiding the need for seasonal storage. Included wooden bases ensure they can be displayed beautifully as either dolls or décor.
Award: Lucky Woodwork Art Frames
Happiness Series / Noda Kogyo Co., Ltd. (Fukuoka Prefecture)
The “Happiness Series” is a collection of intricately designed wooden frames featuring traditional Japanese patterns that symbolize luck, protection and long-lasting happiness. Crafted in Okawa, a town famous for furniture, each piece utilizes layered wood-grain materials to create a depth of design not found in ordinary wall décor. With a reversible black-and-white backing, these frames are elegant, meaningful and perfect for anyone wishing to add a touch of good fortune to their home or office.
Award: Water-Repellent Washi Tatami Mats
Kokochi Waza / Daiken Corporation (Osaka Prefecture)
These next-generation “Kokochi Waza” mats bring the comfort of traditional Japanese flooring into modern homes using specially processed washi paper. While recreating the soft texture of natural rush grass, they offer superior durability: they are water-repellent, resistant to mold and dust mites and easy to clean. Their thin, flexible design and non-slip backing allow them to be used like a rug, offering a practical way to add authentic Japanese gifts of comfort to everyday living.
Frequently Asked Questions
Where can I buy Omotenashi Selection products?
You can purchase these items online via the official website, or visit the new permanent retail store, Engawa Asakusa. It’s location in Asakusa makes it a convenient stop for travelers.
What makes a product an “Omotenashi Selection” winner?
Winners are chosen based on two criteria: the spirit of omotenashi and global creativity. International residents of Japan inspect the products to ensure they appeal to a global audience while maintaining Japanese authenticity.
Are there food items included in the selection?
Yes, the selection includes exceptional gourmet items such as the wheat-free Gâteau Fromage from Hokkaido and the Treasure Premium Pudding from Kagoshima. These items are chosen for their high-quality ingredients and artisanal craftsmanship.
How many products were awarded in 2025?
The first batch of 2025 awardees included a historic high of 233 recipients, reflecting the thriving innovation of Japanese creators.
The Omotenashi Selection awards highlight the finest products that embody Japanese craftsmanship and hospitality. These unique items make perfect Christmas gifts, offering a blend of tradition and innovation. Discover the full list of award-winning products on their website, and find the perfect gift to give your loved ones this holiday season.
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