Internationalisation Series: Japan's Retail Edge - The Omotenashi Advantage

Innovation & Business Improvement
Internationalisation

Next Intake: 20 Sep 2025 (Sat)

Basic
SkillsFuture
Short Courses
This module is part of Internationalisation Series

Next course starts on

20 Sep 2025 (Sat) See Full Schedule

Fee

SGD8,720* (as low as SGD1216 after maximum funding) Learn More

Duration

0.5 days in Singapore
5 days in Tokyo

Level

Basic

Who Should Attend

Senior leaders executives and business owners in retail and hospitality
All professionals who are looking to gain a competitive edge by adopting Japan’s unique retail strategies and service philosophies

Overview

Japan’s cultural fabric is woven with values such as omotenashi, the spirit of selfless hospitality, where every interaction is an opportunity to anticipate and exceed customer expectations.

This philosophy influences how businesses operate, fostering a service environment that prioritises empathy, meticulousness, and a profound understanding of customer needs. Through this immersive experience, participants will explore how these cultural principles translate into innovative service practices that set Japan apart on the global stage. This programme is tailored for senior leaders seeking to deepen their understanding of service excellence through the lens of Japanese culture, which emphasises respect, attention to detail, and a deep-seated commitment to customer satisfaction. Participants will return equipped with a comprehensive understanding of Japan’s customer-centric approach to service excellence, ready to implement these insights within their organisations.

Programme Partner

Learning Objectives

At the end of the course, participants will be able to:

Gain insights into the principles, processes, and tools of customer-centric service excellence
Appreciate the Japanese cultural practices reflecting on values such as "omotenashi", and its impact on service innovation and excellence in Japan
Experience Japan's leading companies firsthand—both as a customer and through dialogues with management representatives—to uncover and highlight best practices in customer-centric service
Understand how technology, including artificial intelligence, plays a pivotal role in gathering customer intelligence to enhance service design and delivery
Cultivate skills for gathering and analysing customer insights to identify needs and pain points, enabling proactive service design that fosters excellence

Topic/Structure

Half-day pre-trip workshop conducted in Singapore.
5-day overseas programme conducted in Japan.

Unlock the Secrets of Japan’s Retail Mastery with “Japan’s Retail Edge – The Omotenashi Advantage”

Are you ready to transform your business with the unparalleled insights of Japan’s retail excellence? Join us for an exclusive journey into the heart of Japanese retail innovation and service culture. This is your opportunity to learn from the best and apply these strategies to elevate your business performance.

Why Attend?

Embrace Omotenashi: Discover the art of selfless hospitality that has set Japanese retailers apart. Learn how to anticipate customer needs and create unforgettable experiences that foster loyalty and trust
Innovative Store Design: Experience first-hand the meticulous attention to detail in Japanese store layouts. From sensory cues to product placement, understand how thoughtful design can influence consumer behaviour.
Cutting-Edge Technology: See how Japanese retailers seamlessly integrate AI and other technologies to enhance customer engagement and streamline operations
Sustainability Practices: Witness how sustainability is woven into the fabric of Japan’s retail strategy, setting benchmarks for eco-friendly practices without compromising profitability

Program Highlights:

Day 1:
Morning: Workshop
Principles and benefits of Customer Empathy in retail.

Afternoon: Site Visit to Chazen Traditional Japanese Tea Ceremony
Omotenashi, a concept deeply embedded in Japanese culture, is exemplified by the meticulous and heartfelt hospitality found in the Japanese tea ceremony.

Day 2:
Morning: Site Visit to Shibuya Miyashita Park
Discover the spirit of omotenashi (heartfelt hospitality) at Miyashita Park – where Tokyo’s cool meets Japanese warmth.

Afternoon: Site Visit to Ad Museum Tokyo
Japan’s rich tradition of omotenashi is vividly showcased at the museum through decades of advertising culture.

Day 3:
Morning: Site Visit to Shibuya Restaurant
A hidden gem in Nasu, where the spirit of omotenashi comes alive through warm hospitality and meticulous attention to detail.

Afternoon: Site Visit to Shiseido Beauty Play Factory
Shiseido masterfully blends omotenashi into beauty - where Japanese hospitality meets innovation.

Day 4:
Site Visit to Choshi Fishing Port, Chiba prefecture
Witness the unspoken hospitality woven into the respectful and efficient exchange between fishermen and buyers.

Day 5:
Morning: Site Visit to Traditional Soy Sauce Brewery
Observe centuries of craftsmanship and customer care.

Afternoon: Workshop and Assessment
Customer insights and observation studies from site visits.
Application of learning points to participants’ businesses for enhancement of service and retail experience.

** All schedules, itineraries, and business events are subject to availability and changes. Flight tickets, travel insurance, and VISA (if required) are covered by participants.

Assessment

As part of the requirement for SkillsFuture Singapore, there will be an assessment conducted at the end of the course. The mode of assessment, which is up to the trainer’s discretion, may be an online quiz, a presentation or based on classroom exercises.

Participants are required to attain a minimum of 75% attendance and pass the associated assessment in order to receive a digital Certificate of Completion issued by Singapore Management University.

Fee Table

COMPANY-SPONSORED

PARTICIPANT PROFILE

SELF-SPONSORED

SME

NON-SME

Singapore Citizen < 40 years old

Permanent Resident

LTVP+

$2,616

(After SSG Funding 70%)

$1,216

(After Maximum Funding)

$2,616

(After SSG Funding 70%)

Singapore Citizen ≥ 40 years old

$1,216

(After Maximum Funding)

$1,216

(After Maximum Funding)

$1,216

(After Maximum Funding)

International Participant

$8,720

(No Funding)

$8,720

(No Funding)

$8,720

(No Funding)

All prices include 9% GST

Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.

Self Sponsored

SkillsFuture Credit: Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.

This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.

Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).
Workfare Skills Support Scheme: From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.

Employer Sponsored

Enhanced Training Support for SMEs (ETSS)

Organisation must be registered or incorporated in Singapore
Employment size of not more than 200 or with annual sales turnover of not more than $100 million
Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
Trainees must be Singapore Citizens or Singapore Permanent Residents
Trainees must not be a full-time national serviceman
Trainees are eligible for ETSS funding only if their company's SME status is approved prior to the course commencement date. To verify your SME's status, please click here.

Please click here for more information on ETSS.

Absentee Payroll