Better With Omotenashi

Trust. Knowing someone is there for you, ready to help when needed. This is invaluable and it's why we have worked hard to achieve it. So much so, it's embedded into how we do business. Formally, called omotenashi, it's the sincere desire to build meaningful relationships of trust and prosperity. A point of difference that has already attracted 146 million high-value Cardmembers* from across the globe.

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™.

Omotenashi in Action

Why omotenashi? Because it powers prosperity, innovation, value and insight. See how we apply it to our thinking and customer relationships below.

At the heart of omotenashi is a mutual benefit – to partners, and Cardmembers. Discover how an integrated payments system and a unified approach to commerce helps drive a seamless customer experience.

Omotenashi means building mutually prosperous partnerships that last. See how we helped The Bicester Collection to increase spend, drive footfall and gain valuable insight through card acceptance and promotional offers across their seven European retail villages.

As a payments provider, we approach problems creatively, working with you to build marketing campaigns to drive results. See how we did just that for Italian brand partner - LuisaViaRoma, where we helped them deliver a 25% increase in net new customers.

*as of October 2022

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