Better With Omotenashi

Better with Omotenashi

Meaningful partnerships that create trust and prosperity don’t just happen. They require a devotion to the highest standards of care and understanding, embraced by us as omotenashi. From developing new services and products, through to global insights from our 146 million Cardmembers*. This refreshing approach to business means we're continually looking for ways to support our partners.

The Mall Firenze in Florence is a luxurious shopping destination. Working with its premium retailers, we delivered a mutually beneficial campaign. While a bespoke promotion gave cardmembers a free coffee and cake when they spent €500, we ensured our logo was visible at the point of sale. We then promoted the special marketing campaign to our worldwide cardmembers to the benefits of using their JCB card, highlighting The Mall offering. This strategic alliance supported The Mall Firenze in achieving a 58% year-on-year sales increase.

Looking for ways to be there for merchants is what we do. We call this shared trust and prosperity, omotenashi. You, however, may call it your good luck.

The Art of Omotenashi


Ethos? Approach? Promise? Culture? Art? Omotenashi is all of the above. Its guiding principles mean we apply the highest standards of care, consideration, integrity, and respect, to everything we do. From building a network for growth and value, to protecting our Cardmembers with secure payments technology. It’s why doing business with JCB is so refreshing and unique. And why the payments world is #BetterWithOmotenashi™.

Unpacking Omotenashi

Episode 1 - What is the true power of partnerships for merchants and acquirers?

In this video, we invite Yasoda Ruhee, Head of Partnerships Europe at*, to discuss how the ethos of omotenashi helps to build strong, collaborative relationships.

Episode 2 - Do trust and transparency really drive positive business results?

We think so, and so does Worldpay’s Compliance Director, Charlotte Philo*. She considers the key principles of omotenashi to be honesty, openness and two-way dialogue, and explains how these improve knowledge sharing.

Episode 3 - How can authentic human connections make business flow better for merchants and acquirers?

This video sees us speak with Planet’s Tobi Caesari and The Bicester Collection’s Graham Stanford* about the value of the human touch in business relationships, while taking us through their interpretations of omotenashi.

Find out more about how business is #BetterWithOmotenashi

*Business partners interviewed in October 2023

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