My experience with Omotenashi( hospitality) I went to Starbucks coffee the other day, and I got a limited-time-only frappechino. Half way through, I tipped over my drink all over the floor.  I was so embarrassed but a waiter came straight to me with some tissue and wiped the floor. She was handling this so quickly and saying with smile "That's fine :)." I chatted with me as if nothing had happened while wiping. I felt very comfortable with that act. Furthermore, she gave me another frappechino! She didn't even ask. She didn't say a word. She subtly brought it without making me feel bad about it. I think that's what OMOTENASHI is about. It is not about appealing to your customer or your guest that you're doing all of this for them. It' just subtly doing it, subtly noticing things and providing in a way. That's very comfortable for the person receiving it.