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.
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.
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
