Learning the Essence of Hospitality from Toyotomi Hideyoshi: Why Did the Man Who Warmed Sandals Become the Ultimate 'Charmer'?
Hospitality is often called the 'power of awareness,' but
simply anticipating needs can end up being 'unwanted kindness.'
In this article, I would like to delve into the essence of hospitality through the life of the unifier of Japan, Toyotomi Hideyoshi.
■ Is warming sandals 'awareness' or 'performance'?
Let's start with a very famous episode.
When Hideyoshi was a young man serving Oda Nobunaga,
it is said that when his lord went to battle, he would warm his sandals in his bosom so that he could present them without them being cold.
──This story is often used in hospitality training.
They say, 'This is the pinnacle of the power of awareness.'
But as a 'dark' hospitality instructor, I want to ask this:
Is that really true?
Did he 'notice' it, or did he 'make them notice'?
■ Hideyoshi was not a 'pro at sensing' but a 'pro at performance'
Hideyoshi's greatness lay not in just executing what he 'noticed,' but
in calculating how to perform it so that the other person would think, 'That's amazing.'That is where his true skill lay.
Warming the sandals was one move of awareness.
But 'presenting them so that Nobunaga would notice' was Hideyoshi's move ahead.
In other words, he was practicing 'designed hospitality' where
the other person notices, is moved, and remembers it. (This is the key point!)
■ Being a 'charmer' is not about sense, but observation × strategy
Hideyoshi was called a 'charmer' (hito-tarashi).
Giving gifts to enemy generals to make them surrender
Being able to talk to both samurai and townspeople
Being humble to those of higher status and giving confidence to those below him
All of these were
the result of carefully 'observing' the other person and
strategically choosing an approach that would 'hit the mark' for them.
In short, hospitality is not about 'acting immediately when you notice something,' but rather
engaging in a way that calculates how it will be received by the other person.
■ Commoner sensibilities are the most powerful resource for hospitality
Born a peasant, Hideyoshi was one of the few rulers in an era of strict social hierarchy who maintained a 'commoner's sensibility.'
Changing his language and demeanor completely depending on the person
Shaking hands without hesitation even with dirty hands
Trying to understand the reality of the other person's life and their situation
In modern terms, this is—
The ability to provide service that fits both high-end hotel standards and blends in with regular customers at a local shopping street.
In other words, 'the ability to adapt to the other person' = the essence of hospitality.
■ Service and 'staging ability' are inseparable
Hideyoshi is famous for his flashy gold-leaf tea rooms and extravagant banquets.
While often criticized as 'wasteful,' that was actually the core of his hospitality.
'To make someone feel special, you must prepare a special space.'
Applying this to the modern day—
Preparing a reception room for VIP guests
Adding seasonal words to special gifts
Calculating the scent and lighting for a meeting
Hospitality is also about 'designing the atmosphere.'.
■ Let's compare it with modern 'VIP service'
Toyotomi Hideyoshi's Approach
Staging a sense of specialness Gold-leaf tea rooms and luxurious banquets
Observation and response to others Differentiating words and actions based on status, personality, and preferences
Technique for making them notice Intentional staging like the sandal episode
Technique for making them notice A sense of empathy born from his commoner background
Self-expression and impression strategy Differentiating between flashiness, humility, and human kindness
Modern Hospitality
Creating a sense of exclusivity: VIP rooms, limited menus, decorative staging
Observation and response to the other party: Customer records, persona design, active listening skills
Techniques for making them notice: Ingenuity in intentionally conveying small services
Techniques for making them notice: Psychological safety, consideration for personal space
Self-expression and impression strategy: First impressions of service staff, facial expressions, tone of voice
■ If you find yourself thinking, 'Say thank you,' you are still an amateur
When you go to great lengths to be attentive to those around you like Hideyoshi,
you might sometimes find yourself thinking, 'Why am I not being thanked?'
But as a 'dark' hospitality instructor, I want to say this:
If you find yourself wanting to make them say 'thank you,'
that is already one step away from being 'pushy.'
Hospitality is,
creating a design that makes the other person naturally want to say 'thank you.'
Instead of trying to make them say it,
creating an atmosphere where they 'want to say it' is professional hospitality (This is the real truth!)
■ Become someone who 'organizes the other person's life,' like Hideyoshi
Hospitality is not just about momentary attentiveness, but
about 'organizing' the other person's experience, emotions, and relationships.
Staging that evokes the season
Creating a flow that ensures the other person is not inconvenienced
Providing a sense of security where they can rely on you without fear
This kind of subtle structural ability is what ultimately leads to them wanting to 'come back' or 'meet again.'
Like Hideyoshi,
the person who creates a 'place' for the other person is the one who is ultimately loved.