Japan redefines hospitality by investing in the service industry particularly automated machines to enhance services. Automation increases productivity in some companies but, this might affect the country’s omotenashi or hospitality according to some reports. As automated machines continue to grow, the need for human services shrinks and lessens face to face interaction.

According to the World Economic Forum on tourism, Japan ranked first in customer satisfaction. Omotenashi is about an intense interaction with customers, responding to even little requests, speaking politely, and bowing frequently. Frontline workers are trained to interact with customers gracefully. Although the spirit of omotenashi diminishes because of automated stores, other companies keep their staff and train them more.