The Omotenashi Selection is an award established in 2015 with the aim of discovering excellent Japanese products and services that are brimming with the "spirit of hospitality" and spreading them around the world.

The Omotenashi Selection is run by over 20 private companies, and the certification process involves an on-site inspection by foreign experts living in Japan.

The awards are based on the criteria of "OMOTENASHI" and "GLOBAL," and evaluate activities that incorporate ingenuity and creativity, such as the careful craftsmanship born from consideration for the user and the continuation of tradition while continually improving for the modern era.

Products and services that are recognized as being "full of uniquely Japanese charm that we want to share with the world" are certified as Omotenashi Selection Award Winners.