Omotenashi Selection 2025: Second Session Lineup

The moment has arrived for the second biannual OMOTENASHI Selection announcement, bringing the year to an exciting close in the world of Japanese craftsmanship and hospitality. This session spotlights outstanding recipients from across Japan, whose products embody the spirit of omotenashi, Japan’s unique ethos of selfless hospitality and dedicated artistry. The Selection is a definitive curation of the highest-quality goods and services that represent this profound cultural value.

We are thrilled to share the final array of awardees and their exceptional, winning creations for 2025. Get ready to explore this collection and discover exquisite additions that embody the finest of Japanese quality.

ORIGAMI WAZURU, LEAP (Aichi) – Photo Credit: OMOTENASHI Selection

Grand Gold Award

1. Cold‑Sensitive Hokusai Flat Sake Cup 3‑Piece Set

Excerpt of evaluation by foreign judges:

The ‘Cold-Sensitive Hokusai Flat Sake Cup Set” combines Mino ware craftsmanship with modern temperature-reactive technology. Monochrome designs transform into vibrant colors when cold drinks are poured, revealing three iconic works: “Fine Wind, Clear Morning,” “The Great Wave off Kanagawa,” and “Rainstorm Beneath the Summit.” With refined porcelain, elegant presentation, and a gift box adorned with Hokusai art, it is valued as a premium souvenir and corporate gift.

2. Color-Changing Daruma Series – For Success & Good Luck

Excerpt of evaluation by foreign judges:

The “Color-Changing Daruma Series – For Success & Good Luck” features temperature-sensitive ceramics that highlight the Mino ware craftsmanship of MARUMO TAKAGI Co., Ltd. When the cup exceeds 45°C, the daruma design appears in vivid color and gradually returns to black as it cools, offering a moment to “renew your wishes” with each use. Available in four auspicious colors—Gold Fortune, Red Victory, Green Harmony, and Black Power—the series is fired individually by artisans in Tajimi City, giving each piece unique warmth. Blending tradition with innovation, the lineup is valued as a gift for exam success, good luck, and everyday encouragement.

3. ORIGAMI WAZURU

Excerpt of evaluation by foreign judges:

“ORIGAMI WAZURU” is a patented origami crane that blends traditional origami with kirie-
style laser-cut patterns. Produced by the small town factory LEAP, it features pre-made
creases that allow anyone to fold it easily and beautifully without tools or a flat surface. The
finished crane stands on its own and serves as a refined decorative item. Lightweight and
compact, it is popular among tourists and also enhances hospitality when placed beside dishes
or message cards. Symbolizing longevity and peace, it is valued as a cultural gift and a
meaningful Japanese souvenir.

4. P.I.D・TRABI series PAK301

Excerpt of evaluation by foreign judges:

The “P.I.D・TRABI series PAK301” is a multifunctional business backpack designed with the interior features of a carry case. It opens widely for easy access and offers organized storage through multiple dividers and pockets, accommodating clothing, documents, and devices efficiently. The backpack style ensures smooth movement in crowds and on stairs, while capacity-expansion zippers adapt to varying loads. Made from recycled fabric, it balances eco-consciousness, durability, and lightness through LOWARD CO., LTD’s long-cultivated manufacturing expertise. Suitable for business, travel, and daily use, it functions as a “non-rolling carry case,” reducing the hassle of wheels and steps and earning high praise for mobility and usability.

5. Isshin Black Boiled Egg Ramen

Excerpt of evaluation by foreign judges:

“Isshin Black Boiled Egg Ramen” is the signature dish perfected by Isshin Corporation over 28 years. Its deep black soup blends handmade soy sauce, select dried fish, and chicken broth without chemical seasonings. Homemade domestic-wheat noodles and the exquisitely crafted “Golden Boiled Egg” elevate the flavor. With careful preparation to reduce waste and high acclaim in rankings, this ramen embodies Isshin’s pursuit of quality and innovation.

SOZO, shinko Co., Ltd. (Hyogo) – Photo Credit: OMOTENASHI Selection

Consecutive Grand Gold Awards

6. SOZO

Excerpt of evaluation by foreign judges:

SOZO is a unique incense that changes both fragrance and color over time, born as a “fragrance incense timer” that lets you sense the passage of time in ways conventional incense cannot. Produced by Shinko Co., Ltd. on Awaji Island, it blends 36 years of traditional craftsmanship with modern sensibilities and ethical design. Developed over five years, SOZO offers an ever-evolving scent created from carefully selected materials, crafted
by artisans. Ideal for yoga, meditation, and digital-detox moments, it burns safely when laid flat and comes with 15 sticks, matches, and a non-flammable mat.

Gold Award

7. (Nagasaki) Shigeru’s Spice Series

8. (Tokyo) FOLLISSI Lite

9. (Tokyo) No-Crease Hair Clip

10. (Miyazaki) Okome Candle

11. (Osaka) Kids Travel Foldable Type

12. (Kumamoto) “Ate no moto” premium gift created by bartenders

13. (Kyoto) functional bag

14. (Shimane) Yakisaba Sakura Sushi ~Sakura Leaf-Wrapped Pressed Sushi with Grilled Mackerel~

15. (Tokyo) NANDEMO

16. (Tokyo) NAIL WRAPS

17. (Tokyo) MANUMA Grano Nuts

18. (Yamanashi) japon. ASANOHA

19. (Saitama) KINKUMA PERFUME JAPAN COLLECTION

20. (Ishikawa) Noto Hug

Sodateru Towel wa/en, Sodateru Towel (A-Z corporation) (Tokyo) – Photo Credit: OMOTENASHI Selection

21. (Fukuoka) Chicken Soy Sauce fermented with Koji

22. (Fukuoka) Fishman’s Confit – Wild Sea Bream & Ariake Nori

23. (Gunma) TWIN’S bag

24. (Tokyo) Kaorunihon

25. (Aichi) Rice Castella Made with “Konayuki Hime” Rice Flour from Gifu

26. (Gunma) OTA KNIT NO SCRATCHY SCARF

27. (Gunma) OTA KNIT Fluffy Cashmere Shaw

28. (Kumamoto) TofuBody

29. (Kagoshima) Satsuma’s Blessings

30. (Tokyo) White Truffle Financiers

31. (Tokyo) Bonito UMAMI Soy Sauce Ramen and Tsukemen

32. (Niigata) _go polygon W for camera L

33. (Gunma) Designer’s NEKO

34. (Tokyo) Domestic Manufacturing Series MISHONE Dog Food

35. (Kanagawa)  Straw-Grilled fatty Indian Tuna

36. (Tokyo)  Sodateru Towell wa/en

37. (Osaka) SCOOP

38. (Osaka) Protective Absorbent Shorts

39. (Niigata) A Sweet Story Set (storybook & chocolate)

40. (Gunma) imorin

41. (Tokyo) Ladybug auspicious hand towel

Katakuchi Kinmaki cold sake set (Kurokesshou/Shirokesshou), Yamai pottery Co., Ltd. (Gifu) – Photo Credit: OMOTENASHI Selection

Consecutive Gold Awards

42. (Tokyo) Marshmallow Gauze®

43. (Gifu) Geroko Monogatari Nagomi Series

44. (Okayama) Kagamino Horori Cookie

45. (Kanagawa) Picture Tenugui

46. (Fukuoka) Premium pudding set

47. (Gifu) Katakuchi Kinmaki cold sake set (Kurokesshou/Shirokesshou)

48. (Osaka) Shiawase dorayaki

49. (Aomori) apple mist

50. (Tokyo) TABLEAU Or Kiriko

51. (Tokyo) TABLEAU Chokoku Glass

52. (Tokyo) TABLEAU Edo Glass

53. (Nara) paw patch

54. (Tokyo) O.T.F. NATURAL SKINCARE OIL

YOUR MUSK, NOL CORPORATION Co., Ltd. (Tokyo) – Photo Credit: OMOTENASHI Selection

Special Awards

55. (Tokyo) Matcha Energy

56. (Tokyo) YOUR MUSK

57. (Kanagawa) Parent Time – Bespoke Nanny Services for Traveling Families

58. (Tokyo) Forest Scent UTATANE Pillow

59. (Mie) Ise Gikakushi fragment case “MOCHI”

60. (Saga) Miyabi Wakoucha Premium Milk Tea Collection

61. (Okayama) WINGSACK POUCH

ICHIBANCHA Umami Tea Brownie, Patisserie ichiryu Corporation (Fukuoka) – Photo Credits: OMOTENASHI Selection

Awards

62. (Osaka) URUSHI LEATHER TRAY

63. (Osaka) TORONAMA cheese cake

64. (Hyogo) Hair Dry Towel [nuregamisokkan]

65. (Hyogo) otokoto can kimono

66. (Hyogo) Charlotte Seasonal Onion From Awaji Island

67. (Tokyo) Yuiha sacred tree aroma mist Japanese cypress

68. (Tokyo) MEISTER CLEANSING

69. (Gifu) SYLANIS

70. (Osaka) Rice Flour Florentine

71. (Tokyo) Tokyo Sugamo Shiomame Daifuku

72. (Kyoto) Premium Beef Tongue Sampler (Meat Sommelier Selection)

73. (Tokyo) Compression 5-Toe High Socks

74. (Tokyo) Ayo®

75. (Tokyo) Ripple pants

76. (Tokyo) knit soccer pants

77. (Kyoto) Kinu Kaburi-Hime Silk 100%night cap | 100% silk

78. (Aichi) Rekera

79. (Kanagawa) yokohamasumimonogatari inishie series

80. (Hyogo) Handmade roast pork from Shinseikoushi

81. (Tokyo) RIKKA/KARIN

82. (Tokyo) KimonArt Hijab

83. (Tokyo) oscilloglass

84. (Fukuoka) GOOD Japanese OKOME

85. (Hyogo) Shinrin-yoku Tea

86. (Miyagi) GEZELLIG Camera Strap

87. (Kanagawa) Icing Cookie Tin Animal Series

88. (Saitama) Sumo deep-fried rice crackers

89. (Hokkaido) Japan’s No.1 Original Chef’s Knife 1934

90. (Hyogo) OBI MUSUHI KIKO

91. (Aichi) Tenobe Hannama Naga Soumen

92. (Osaka) okou nagi1 sawayaka okou nagi2 fruity

93. (Tokyo) TRUTH Symples Series

94. (Tokyo) Waterproof smartphone pouch with air pump

95. (Tochigi) NAGUSA Ginger Spicy Hot Pot

96. (Nagano) Matoi

97. (Tokyo) stewed pork ～soy sauce flavored～

98. (Osaka) Oral Credo

99. (Shizuoka) sea and mountains

100. (Kanagawa) Shonan specialty: Chigasaki Menchi

Ban-Yan, CIERS Co., LTD (Tokyo) – Photo Credit: OMOTENASHI Selection

101. (Kanagawa) Salt of the Gods

102. (Fukuoka) SAKURA Black Tea

103. (Gifu) Seventh Sleeve U-Neck Innerwear

104. (Tokyo) TOTONOI Green Tea Powder

105. (Aichi) CUBE PAN SET

106. (Aichi) BISHU BLEND

107. (Fukui) Sweet Shrimp Rice Bowl

108. (Hyogo) Ingraphy

109. (Fukui) KIMINARI: Kimono-Inspired Tippet

110. (Fukuoka) ICHIBANCHA Umami Tea Brownie

111. (Kyoto) Mallard gizzard jerky

112. (Gunma) Lucky rake Samurai Model

113. (Tokyo) JOJO COFFEE DECAF

114. (Aichi) Breathable pajamas

115. (Chiba) CASSIUS AUREO

116. (Fukui) Fukui Meika Ashiwa Sanzan

117. (Gifu) Ibushi Luster & Crack Gold Two-Tone Glazed Mug

118. (Tokyo) fudakurabe

119. (Ehime) green encore

120. (Tokyo) Heart Touch Cake

121. (Fukuoka) Doctors Oil

122. (Tokyo) Tenyo Fermented Plant Food

123. (Tokyo) TSUKIOBI

124. (Osaka) Pie Turner

125. (Fukuoka) Horse oil soap bar RG92plus

126. (Hyogo) Harimakamon

127. (Osaka) tonherekatu

128. (Hyogo) The Sakiwau Aroma & Shiroyama Blue Clay Moisturizing Soap Set

129. (Osaka) aina SUGOOSHI DOUBLE

130. (Kyoto) THE FINEST QUALITY CAMELINA OIL

Gokuraku Series, Hayashi Shuzo Co., Ltd (Kumamoto) – Photo Credit: OMOTENASHI Selection

131. (Osaka) Quick Patch

132. (Tokyo) NOM

133. (Niigata) MYOKO SANDWICH

134. (Tokyo) Ban-Yan

135. (Miyazaki) Cold soup with minced sea bream

136. (Tokyo) Kimono Rice Cube

137. (Kumamoto) Gokuraku Series

138. (Kanagawa) TABLE Museum

139. (Toyama) Miso-Pickled Fresh Fish from Toyama Bay

140. (Hyogo) Umami Kombu Topping

141. (Ibaraki) Ushiku Wine

142. (Ehime) REPAC-11

143. (Nagasaki) Face-to-Face MUG series

144. (Aomori) Hotate Miso Shell Grill

145. (Nagasaki) exito skin cream

146. (Hyogo) Drink of youkishi sui

147. (Tokyo) Nannochloropsis NX

148. (Tokyo) Detachable Back Ribbon with Train

149. (Tokyo) Classic tote bag

150. (Tokyo) Akasaka Fukinuki Grilled Eel

151. (Nara) ROYAGEN COLLAGEN KIJUN

152. (Tokyo) SUN EAGLE GOLD V2

153. (Hiroshima) Refeelas NMN SUPPLEMENT

154. (Kanagawa) Salted Vanilla Financier

155. (Tokyo) SWAB.B Ear-Remover＆BREEZ MINT ER

156. (Fukuoka) OC+

157. (Gunma) Golden financier

158. (Hiroshima) “Bizen Origami Collection”

159. (Wakayama) BONITABONITO’s Ear cleaning

160. (Aichi) Make a rainbow bookmark.

161. (Kyoto) Omotena

162. (Fukui) New discovery! Tour of famous spots in Tojinbo

MAF WOOL DENIM, NIKKE TEXTILE Co., Ltd. (Aichi) – Photo Credit: OMOTENASHI Selection

Consecutive Awards

163. (Osaka) The 360 Degree Electric Toothbrush Models

164. (Aichi) cellpur

165. (Yamagata) Hinomotohanpu Urushi 3 Way Shoulder Bag

166. (Tokyo) KRAACH CRYSTAL BATH SALT

167. (Aichi) MAF WOOL DENIM

168. (Niigata) Set of Lelectier and Kyoho juice

Designer’s NEKO, Imai Daruma NAYA, Inc. (Gunma) – Photo Credit: OMOTENASHI Selection

We appreciate you delving into the OMOTENASHI Selection 2025’s second and final selection of the year with us! Now that the year’s winners have been announced, we encourage you to explore these exceptional products and services, securing some of these remarkable items for your own enjoyment. Only the truly outstanding make it onto this twice-yearly list, confirming that these recipients represent the absolute pinnacle of Japanese quality and the spirit of omotenashi.

Featured Photo Credit: OMOTENASHI Selection

Learn more about Omotenashi Selection in our interview!