There’s a Japanese word shop assistants consistently yell at their customers. It can be spoken in numerous different intonations, with the last syllable often elongated to a ridiculous extent. That word is Irasshaimasae. いらっしゃいませ。It means welcome, but a more honorific and personal welcome than the regular welcome- yokoso, ようこそ.
Irasshaimasae is used to welcome guests into private establishments. It implies a personal relationship between the host and the guest, whereas yokoso, ようこそ is more general, used to welcome people into public spaces. In contemporary Japanese society the word is yelled from the outside of shops, restaurants and stalls to attract customers into their establishments.
Many staff members of the services industry have little shame when they yell Irrraassshhhhaiimasae!!!!!!!!! Often frightening potential customers in close proximity, far far away, as the aggressive intonation used to annunciate the word triggered the opposite of the intended effect.
But for most of the services industry Irrraashaaaiiimaassae provides a welcoming spirit, as though saying ‘thanks for coming!’, ‘It’s an honour to have you here!’, to forge a personal relationship between the server and customer. One whereby the host is fully devoted to the need of the guest.
In Japan, no matter the restaurant, whether it be a Michelin star or a cheap fast food chain, the staff will provide service that exceeds expectations every time. The interest of the guest is prioritised above all– and what is so admirable about Japanese hospitality is that they expect nothing in return, as tipping isn’t expected nor encouraged.
Workers in the service industry evidently have relentless pride and respect for their culture, as they sacrifice any self-interest to uphold the good manners and politeness implicit in Japanese society.
Hannah 