It is once again time for the highly anticipated first biannual OMOTENASHI Selection announcement, highlighting excellence in the world of Japanese craftsmanship and hospitality. As usual, this session gathers the highest-quality products and experiences across the country that embody the spirit of omotenashi, Japan’s dedication to both artistry and hospitality. This curation features 149 prizes from 37 of the 47 prefectures of Japan, and many of the featured selections this time are locally rooted small
and medium-sized enterprises, many of whom are looking to expand their sales to international markets.
We are delighted to share the final choice of awardees and their incredible innovations and creations. The selections from this section span a wide variety of genres and regions, so prepare to journey across Japan through some truly special artisan creations.
Photo Credit: OMOTENASHI SELECTION
Grand Gold Award
1. Cold Reactive Sakura Series: Gifu Prefecture
Excerpt of evaluation by foreign judges:
The “Cold Reactive Sakura Series” is an innovative product by MARUMO TAKAGI Co.,Ltd, a company with over 130 years of history in Tajimi City, Gifu Prefecture, that combines the traditional techniques of Mino ware with modern temperature-sensitive technology. This series transcends the realm of mere tableware, transforming everyday moments into dramatic “omotenashi” experiences. Its greatest charm lies in its magical mechanism that changes appearance with temperature; when the vessel drops below 17°C, vivid pink cherry blossoms bloom one after another on jet-black branches. This visual surprise is the ultimate communication tool, delivering smiles and amazement to people worldwide without the need for words.
2. KONOKUNI sake lees cheese cake: Shiga Prefecture
Excerpt of evaluation by foreign judges:
The “KONOKUNI sake lees cheese cake” is a rare type of cheesecake that luxuriously uses carefully selected sake lees and local sake from six breweries around Lake Biwa, drawing out the flavors slowly with cream cheese. The unique aromas and flavors of each brewery blend exquisitely with the rich taste of the cheese, creating a deep flavor profile. This product is based on the unique concept of enjoying “sake lees tasting,” with the rich aroma derived from sake lees spreading with each bite. Local ingredients are actively incorporated, and by reusing sake lees that were previously discarded, consideration is given to sustainable development.
3. Oncha Relieving Tea Steam Pack: Saitama Prefecture
Excerpt of evaluation by foreign judges:
The “Oncha Relieving Tea Steam Pack” is a product devised by an aromatherapist who is also a perfumer, aiming to gently heal the fatigue, eye strain, shoulder stiffness, coldness, and mental tension of modern people encountered in daily salon work, making it accessible for home use. The scents used are uniquely Japanese, featuring Sayama tea, roasted green tea, and black tea, each offering a natural and gentle aroma that engages the senses with warmth, providing a sense of security and comfort.
4. Jet Monster Micro Dryer 02: Tokyo
Excerpt of evaluation by foreign judges:
Designed to challenge the conventional wisdom that hair dryers must rely on heat, this product was engineered to protect hair from thermal damage. By utilizing an overwhelmingly powerful airflow generated by a high-performance motor to swiftly blast away moisture, it dries hair instantly from the roots while preventing over-drying and heat damage caused by high temperatures. Optimized for modern lifestyles, this single device delivers a quick finish during busy daily routines while gently caring for both hair and scalp. Weighing an ultra-lightweight 285g (excluding the cord), it features an ergonomic design engineered to prevent arm fatigue even during extended use.
5. KOKO HOTELS Original JAPANESE UMAMI “DASHI” SOUP: Tokyo
Excerpt of evaluation by foreign judges:
The “KOKO HOTELS Original JAPANESE UMAMI ‘DASHI’ SOUP” is a string-tied tea bag type dashi pack, individually packaged for easy enjoyment in guest rooms, offered as a welcome service for guests. This product aims to let guests experience Japanese food culture through a warm cup after check-in, and it is designed for ease of use by providing instructions in both Japanese and English for domestic and international guests. In line with the new KOKO HOTELS concept “Here Discovery Begins,” it plays a part in offering hospitality that soothes the mind and body, providing international guests with the globally recognized “Umami” and domestic guests with a nostalgic taste of their roots.
6. YANAGI2022/YANAGI2025: Aichi Prefecture
Excerpt of evaluation by foreign judges:
“YANAGI2022/YANAGI2025” is a premium hojicha liqueur that blends the aesthetics of Japanese tradition with modernity. Inspired by the Edo period’s Yanagikage, it combines authentic mirin and genuine shochu with house-roasted first-flush hojicha, enhanced with the aroma of oak barrels to achieve a rich fragrance and a sweet, mellow taste. The alcohol content is kept at 20%, designed for light enjoyment after meals, and it pairs well with both Japanese and Western sweets such as vanilla ice cream, cheesecake, and anko. The ingredients include authentic mirin and rice shochu made using traditional methods by Kakutani Bunjiro Shoten, founded in 1910, and the hojicha uses only new leaves cultivated by Miyazaki-en, established in 1820, to maximize aroma
Photo Credit: OMOTENASHI SELECTION
Consecutive Grand Gold Award
7. Kagura Nanban Green Pepper Oil: Niigata Prefecture
Excerpt of evaluation by foreign judges:
“Kagura Nanban green pepper oil” is a green chili oil developed by the over 100-year-old hegisoba restaurant “Wataya” located in Ojiya City, Niigata Prefecture. This product extracts color and spiciness from the traditional Niigata vegetable “Kagura Nanban,” characterized by its beautiful green color and refreshing spiciness. Kagura Nanban is a green chili pepper that resembles a bell pepper, and it is said to be named because its shape resembles a Kagura mask. Particularly, those produced in Ojiya are thick, juicy, and combine gentle spiciness with umami.
Gold Award
8. (Fukuoka) Tatami Unit Seifu
9. (Osaka) Libetee Multi-Function Suitcase
10. (Tokyo) ADVANCED SERUM P
11. (Nagasaki) All-purpose teapot
12. (Hyogo) Cloth Transformation
13. (Aichi) Tokan-do Sweet Potato Chips Series
14. (Kagoshima) Matcha framing the time of your life.
15. (Osaka) Student Cup
16. (Tokyo) The Soft Rattle Set – The Bear Cub’s Freshly Baked Bread
17. (Gifu) YOKIHADA
18. (Gifu) Kido Desk
19. (Osaka) Absorbent sanitary shorts
20. (Hokkaido) Baconbushi
21. (Tokyo) ZERO GRAVITY GEL PILLOW
Photo Credit: OMOTENASHI SELECTION
22. (Hokkaido) Ninjamen
23. (Fukuoka) Ichigodaifuku
24. (Niigata) KIMONO “SUKIYA” CLUTCH
25. (Toyama) Incense Holder with Mt Fuji
26. (Kochi) Tosa Day-Catch Bonito: Ultimate Freshness, Pole-and-Line Caught, Authentic Straw-Grilled Tataki
27. (Niigata) GLOBAL
28. (Kanagawa) HAMAMONYO Hot Spring Steamy Towel
29. (Osaka) omonui
30. (Miyazaki) Aged Kinju Amberjack Whole Plate Sashimi
31. (Tokyo) Re:Valna Sphereball plus liquid
32. (Mie) Horisaka Farm Matsusaka Beef Tendons Curry
33. (Osaka) WORLD CONNECT COLA
34. (Tokyo) UNKO DRILL
35. (Yamaguchi) Animal Donuts
36. (Tokyo) Rice flour rollcake
37. (Osaka) KURASHIKI PUDDING
38. (Kyoto) KYOTO DENIM
39. (Osaka) Kagoshima Wagyu Roast Beef
40. (Tokyo) Enju
41. (Fukuoka) Organic Dashi Mild Vinegar
42. (Hokkaido) MONDERIKA
Photo Credit: OMOTENASHI SELECTION
43. (Osaka) Senshu-Bijin
44. (Kyoto) Sphelar Lantern
45. (Aichi) URUTSUYA-Tomatoes
46. (Fukuoka) Matcha Cream Daifuku
47. (Osaka) IH Sumi Kamado
48. (Yamaguchi) Wabisuke
49. (Fukuoka) Hiwaka Hyakufuku
50. (Tokyo) Aurelie.
51. (Tokyo) KRAFT SCRAP NOTE
52. (Yamaguchi) MARISSA RESORT sazanseto suo-oshima
Photo Credit: OMOTENASHI SELECTION
Consecutive Gold Awards
53. (Kagoshima) Zaiho Premium Pudding
54. (Tokyo) TOROKERU FUTON® enifeaⅡ
55. (Tokyo) fit it・balance support sole
56. (Gunma) KINSEI SHOKUHIN TOKUSEN NAMA GYOZA SERIES
57. (Tokyo) Natural Skin Care Oil R
58. (Okinawa) A series of coral plates inspired by the Okinawan sea and symbols of good luck
59. (Kumamoto) Hara Farms Organic Amazake
60. (Aichi) one piece yukata
61. (Okayama) Ginger Wine
Photo Credit: OMOTENASHI SELECTION
Special Distinction Awards
62. (Hokkaido) Iwanai Salmon Ajillo
63. (Tokyo) Electric Salt
64. (Osaka) NOWU BASIC and GOOD PlaX™ Embroidered Socks
65. (Tokyo) Make Matcha & Onigiri a Global Breakfast Standard.Matcha and Onigiri Café NIGICHA
66. (Tokyo) Granframe
Photo Credit: OMOTENASHI SELECTION
Awards
67. (Tochigi) TOCHIGICAVIAR「K」
68. (Osaka) sanjunbi sakura water cream
69. (Osaka) sanjunbi uv water cream
70. (Tokyo) Hontou Tsubaki Pure Camellia Oil
71. (Osaka) Shizuokan
72. (Fukushima) Seasonal Fruits Daifuku “Kajuan”
73. (Saitama) Tamy’s Japanese Teriyaki Sauce & Marinade for Chicken
74. (Kagoshima) Bite-Sized Chocolate Kurobou
75. (Tokyo) Tsukiji JISAKU specialty ‘MIZUTAKI(chicken hot pot)’ set
76. (Chiba) Premium Almond Cream
77. (Shizuoka) Shizuoka Chabacco 1 carton (6 boxes)
78. (Aichi) Epiphyte Art Products
79. (Hokkaido) Matsukura’s Beach-Steamed Cod Roe with Hidaka Kelp (with Shiitake Mushrooms)
80. (Shimane) Izumo 100% Buckwheat Soba
81. (Tokyo) PE Hoscare Spray
82. (Kuwamoto) KAWANO FARM melon
83. (Tokyo) FRUITS SNOWBALL
84. (Tokyo) Tokyo Station Red Brick Pound Cake
85. (Tokyo) HONESTUAL Serenity0 All in One Gel
86. (Toyama) Nanapikari Yogurt
87. (Hyogo) Venison Treats
88. (Tokyo) M.MOWBRAY PRESTIGIO MOLD CLEANER
89. (Aichi) Brews de Charme – Tea Collection –
90. (Fukuoka) Personalized Chopsticks with Engraving in Wooden Box Set
91. (Osaka) Keep Guard Air
92. (Kyoto) IROHA KYOTO – ITOMAKITAMA KANZASHI –
93. (Mie) Ise-style Simmered Aosa Nori Seaweed
94. (Kanagawa) PITTAKU
95. (Fukuoka) Fish Oil Capsules
96. (Fukuoka) Royal Jelly × Sesamin Queen’s Grace 0.303g x 60 Tablets
97. (Oita) 3-way car shade
98. (Okinawa) Shima-masu pouch
99. (Hyogo) Incense bag “UZUNO KANADE”
100. (Shizuoka) grilled eel “deshiko”
101. (Tokyo) Hale Stick Jelly with Chia Seeds
102. (Nara) ECLEAD
103. (Nara) EMINERS
104. (Tokyo) CL-LINE SEREN
105. (Tochigi) Wooden Lantern Assembly Kit
Photo Credit: OMOTENASHI SELECTION
106. (Ishikawa) PAORA
107. (Shizuoka) SHIOYA’s thick-sliced beef tongue
108. (Hyogo) Super Tweeter S-STW201
109. (Tokyo) Re:Valna HaruColla fullface 1 sheet
110. (Tokyo) Grilled Mackerel Teriyaki
111. (Tokyo) Assorted Set of Saikyo-style Pickled Fish and Grilled Eel
112. (Ibaraki) Kumiko Top Dear Kumiko
113. (Chiba) Manavis VitaminD Plus Premium
114. (Osaka) NOWU BASIC and GOOD Circular rib fabric Tank top
115. (Fukuoka) Punching Leather Shoes
116. (Tokyo) Wagyu Beef Hamburger Steak 120g
117. (Saitama) A great day for intestinal health. Organic brown rice amazake
118. (Kanagawa) nobia EX
119. (Hokkaido) Premium Air-Dried Extra-Large Mackerel & Hokke Set
120. (Shiga) Ibukino Soba Dipping Sauce Set
121. (Shiga) NOSE BREATHING TAPE
122. (Kagawa) Printed Tabi
123. (Tottori) Delicately Salted Mackerel Fillets
124. (Shizuoka) Ice Coin
Photo Credit: OMOTENASHI SELECTION
125. (Aichi) Baby Gift Set ~ Twin Bears Living in Paris ~
126. (Osaka) Caring Innerwear That Supports Your Growth
127. (Osaka) Super NATTOGEN
128. (Nagano) KE-NON
129. (Tokyo) THE MEAT PIE
130. (Fukuoka) chocolate bolt
131. (Osaka) Hot and Cold Plate
132. (Tokyo) electronic flower frog
133. (Aichi) Third-Generation Addictive Hormone Plump Pork Hormone
134. (Chiba) DAWN
135. (Kyoto) double-layered blanket mimosa
136. (Tokyo) EVER CLEAN Individually Wrapped Alcohol Wet Wipes
137. (Kanagawa) NMN20000plus
138. (Saitama) THE BARREL – Japan’s Hardest Beigoma to Spin
139. (Kochi) The Ultimate River Retreat
140. (Fukui) The warmth of a traditional inn HAIYA
141. (Tokyo) Sake Tasting Programs
142. (Shizuoka) BUSHI MESHI
Photo Credit: OMOTENASHI SELECTION
Consecutive Awards
143. (Kagoshima) Natural Alkaline Hot Spring Water, Zaiho Onsen
144. (Tokyo) Premium Mentaiko Mochi Monja with Four Kinds of Cheese
145. (Okayama) minaCorale Bakery donuts-set
146. (Tokushima) AMAZAKE PROTEIN
147. (Kanagawa) POMULU 2WAY BABY CARRIER
148. (Nara) aroma stone
149. (Kochi) Ikumi Organic Tomato
Photo Credit: OMOTENASHI SELECTION
Thank you so much for joining us for the first OMOTENASHI Selection of 2026! I personally have used a few of these exceptional products and services before they were announced, and I can also attest to their quality. Hopefully, you’ll be able to grab some for yourself, try some foods, skincare products, or even some wonderful activities and experiences. These lists are made only of the best of the best, fully embodying the spirit of omotenashi and proving the high quality of Japanese artisans.
Featured Photo Credit: OMOTENASHI Selection
