Omotenashi – which roughly translates as ‘selfless hospitality’ – is a complex concept; one the Japanese pride themselves on. As the 2020 Olympics approach, Japan is preparing to serve it up on a mass scale, turning to robots for help. But are androids advanced enough to emulate such a human service?
Madoka Suganuma is a Tokyo-based qualitative market researcher and cultural insights specialist with expertise in Japan. She focuses on consumer trends in food and beverages, beauty and personal care, and healthcare, while also exploring various other sectors. She has written lifestyle reports for Euromonitor and Mintel, identifying emerging trends and crafting insightful narratives, and has conducted futures work using Semiotics to explore topics like gender and cultural definitions of ‘quality’ in Japan.