This article argued OMOTENASHI, or Japanese way of hospitality, as a mean to provide people with affective experiences. In order to design services and products to provide appropriate affective experiences, it is essential to understand the mechanism and potential causes that evoke human affects. The characteristics of services or products with potentials to evoke affects are referred to as affective quality. Omotenashi, on the other hand, is considered not merely hospitality to provide with foods and safe places, but also to include several characteristics of Japanese traditional ways of caring guests. These characteristics include assessing and understanding situations and needs of the guests, shitsurae or carefully prepared settings of the service, unobtrusiveness and modesty, sensitivity and education, equality and occasional changes in roles between guest and host. Omotenashi checklist, developed based on these omotenashi elements, is capable to evaluate services and products to what extent they are accomplishing omotenashi characteristics along with twelve dimensions. Concepts of affective quality should be enhanced to include such kinds of characteristics reflecting on processes of affective experience as a whole. Finally, challenges in designing, creating, and managing the affective qualities of omotenashi are discussed.
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