Japan Shaken by Declining Birthrate and Aging Population! Is it Robots or Foreigners from now on? Bellissimo Unveils the 'Future of Omotenashi'

Culinary researcher and international culture producer Bellissimo Francesco (CEO of Billionaire Inc.) held an event titled "Is it Robots or Foreigners from now on? The Future of Japanese Omotenashi" at the Muser & Ricci Showroom in Omotesando, Tokyo, on Thursday, May 7, 2026.

At this announcement, Mr. Bellissimo, building on his activities as a culinary researcher and drawing from his extensive experience across hospitality scenes in Japan and abroad, delved into the unavoidable theme for Japanese society: "Robots or Foreigners?" He explored this topic with real-world experiences and an international perspective. The event featured a dialogue with Andrea Musser (President of Ono Consulting), who is internationally active in the motorsports and fashion industries. The discussion was rich and multifaceted, intertwining insights cultivated in Japan, Italy, and global settings, bringing to light the opposing axes of AI and humans, efficiency and value, tradition and change.

Which will connect Japan's "Omotenashi" to the future: the efficiency brought by robots, or the "human value" created by foreign staff? Mr. Bellissimo and Mr. Musser discussed the structural challenges and possibilities facing Japanese hospitality, sometimes sharply, sometimes with Italian humor, based on real-world cases, cultural gaps, and changes in international society.

■ Labor Shortage, Surging Inbound Tourism, Aging Population: The "Structural Walls" Facing Japanese Hospitality

The Japanese tourism, food and beverage, and hotel industries continue to face severe labor shortages. It is predicted that by 2030, the service industry alone will lack approximately 6 million workers, and the population decline and aging will further accelerate. On the other hand, inbound tourism is breaking new records. The number of visitors to Japan in 2024 exceeded 30 million, and is expected to reach 60 million by 2030. With the increase in foreign tourists, international communication skills are more in demand than ever before. Data already shows that about one in ten employees in Japan's accommodation and food and beverage industries are foreigners, accelerating the internationalization of the workplace. In particular, affluent inbound tourism is growing at over 10% annually, and demand for high-experience-value hospitality is rapidly expanding.

In this situation, Japan is now facing an unavoidable choice.

A future dependent on robots/AI? Or a future actively accepting foreign workers?

However, this choice is not a matter of "like or dislike," but a necessity driven by economics and demographic structure.

■ Two Models: Robot-Centric or Foreigner-Centric?

【Model 1: Robot/AI-Centric】

(Japanese + Robots + a few foreigners)

● Efficiency ● Service standardization ● Less cultural friction

On the other hand,

● Lack of empathy ● Flattening of experience value ● Weakness in unexpected situations are also emerging challenges.

【Model 2: Foreigner-Centric】

(Japanese + Foreigners + a few robots)

● Flexibility ● International communication skills ● More "human" service

However,

● Cultural gaps ● Variation in service quality ● Concerns about "Japaneseness" also exist.

■ Bellissimo Francesco's Perspective

Mr. Bellissimo, who has observed hospitality scenes in Japan and abroad for over 25 years as a culinary researcher and TV personality, first touches upon the potential of Japan's technological capabilities.

"Japan has led the world in robotics and precision technology. AI and robots should be important pillars for Japan to once again demonstrate its presence as a technological powerhouse."

However, he continues:

"However, for robots to truly function, highly skilled foreign talent and staff with an international perspective are indispensable for Japan, where the working population continues to shrink due to the declining birthrate and aging population. Robots do not move automatically; their operation, improvement, and customer service require diverse knowledge and cultural understanding."

And he gets to the core:

"Efficiency is created by AI. But value is created by humans. Robots maximize efficiency, but the essence of 'Omotenashi'—empathy, warmth, and cultural understanding—can only be created by humans with diverse backgrounds. I believe that a coexistence model of robots and highly skilled foreign talent is the key for Japan to lead the world in both technology and hospitality.

And above all, we must cherish Japanese culture and evolve while preserving tradition. Even with technological advancement, Japaneseness must not be lost."

■ Bellissimo Francesco's Comments (Excerpt)

Q1. How do you view Japanese hospitality 'Omotenashi'?

A. Japanese Omotenashi is truly a culture that can be proud of worldwide. The way food is served, the choice of words, the creation of atmosphere—these are unique to Japan.