By Oliver Strand
2. May 2014, 14:05:39 KST 월스트리트저널
지난 번 도쿄에 갔을 때, 나는 1831년에 설립된 백화점 체인 ‘다카시마야’의 니혼바시 지점을 방문했다. 친구가 그곳 엘리베이터를 타 보라고 했기 때문이다. 건축적으로는 특별할 게 없는 엘리베이터였다. 그 건물은 1933년에 지어진 것이었고, 그 당시 세워진 대형 백화점들과 비슷했다. 그러나 엘리베이터에서 일하는 직원들이 너무나 세심하고 공손해서 층과 층 사이를 오가는 일상적이고 가끔은 성가신 행위가 배려를 보여주는 일종의 의식으로 승화된다.
이 의식은 당신이 엘리베이터 구역으로 접근하면서 시작된다. 1960년대 스튜어디스 같은 유니폼(재킷, 치마, 장갑, 구두, 모자)을 입은 안내원이 연이어 허리 굽혀 인사하고 인사말을 건네면서 당신을 맞이한다. 안내원은 지체없이 엘리베이터 호출 버튼을 누르고 엘리베이터가 도착하면 완벽한 90도 각도로 들어올린 팔로 당신을 안내한다. 엘리베이터 문이 열리면 경쟁 항공사 스튜어디스처럼 입은(재킷 색깔이 다르다) 엘리베이터 운영 도우미가 더욱 여러 번 허리를 굽히며 인사한다. 그 다음은 공손함이 섬세하게 짜여진 안무로 승화한다. 당신이 엘리베이터로 들어설 때 운영 도우미가 몸을 돌리면서 팔을 뻗어 당신을 엘리베이터 문으로부터 보호하는 것이다. 로비에 있는 안내원은 당신을 향해 몸을 돌려 깊이 절하고 미동없이 자리를 지키고 서 있다. 3층이요.
과한가? 그럴지도 모른다. 절하기와 몸짓은 불필요할 수도 있다. 도쿄까지 간 사람이 엘리베이터 작동법을 모를 리 없다. 하지만 다음과 같은 메시지를 전달하는 건 분명하다. 당신이 문 안으로 들어서는 순간부터 직원들은 당신에게 모든 것을 맞춰준다는 사실이다.
내가 처음으로 일본을 방문하기 전, 여행을 많이 다닌 한 친구가 나에게 일본의 고객 서비스 수준은 정말 세련되고 포괄적이어서 가장 기본적인 거래마저도 예식과 같은 분위기를 풍긴다고 말했다. 하지만 이는 마치 누군가 당신에게 뉘르부르크링 노르트슐라이페에서 드라이브한 경험이나 빅서에서 석양을 보는 기분을 말하는 것과 같다. 당신이 직접 경험하기 전까지는 그냥 흘러가는 말에 불과하다는 것이다.
나리타 공항에서 여권에 도장을 받을 때 일본인들의 점잖음이 인상적이긴 했지만, 미슐랭 가이드에서 별 3개를 받은 작은 도쿄 레스토랑 ‘이시카와’에서 코스 요리를 먹기 전까지 나는 일본의 서비스 문화를 충분히 인정하지 않았다. 나는 셰프 이시카와 히데키를 정면으로 마주보는 바 자리에 앉아 있었다.
그는 때때로 자신이 무엇을 요리하고 있는지 나에게 설명해 주었지만 나머지 요리는 영어를 매우 잘 하는 웨이트리스에게 설명을 맡겼다. 그녀에게 간단한 질문을 한 나는 그녀가 대답을 하기 전 무릎을 꿇었다는 것을 깨달았다. 알고보니 그녀는 말을 하기 전에 항상 무릎을 꿇고 있었다. 그녀는 슬림한 기모노를 입고 있었고, 몸을 낮출 때에는 균형을 잡을 필요없이 바닥에 무릎을 안정적으로 놓을 수 있도록 우아하게 몸을 돌려 낮췄다.
나는 미안하면서도 우쭐해졌다. 이 얼마나 부적절하고도 아름다운 안내 방법인가. 식사가 끝나자 그녀와 이시카와, 그리고 나머지 직원들로 보이는 사람들이 나를 건물 바깥까지 안내했다. 그들은 한 줄로 늘어서 허리 굽혀 인사했다. 나는 블록 끝에서 흘끔 뒤를 돌아봤다. 아직도 대열을 갖추고 있던 그들은 내가 돌아보자 다시 인사했다.
“일본에 있는 별 3개짜리 레스토랑에서 온갖 상을 받은 유명 셰프가 그저 단순히 음식을 준비하는 것이 아니라 ‘당신을 위해’ 음식을 준비한다”고 데이비드 킨치는 말했다. 그는 캘리포니아주 로스가토스에 위치한 만레사의 소유주이자 셰프다. 한때 일본에서 일했으며 적어도 1년에 한 번은 일본을 방문하는 그는 내가 이시카와에서 경험한 것이 일본 방식이라고 말한다.
“셰프가 직접 요리를 갖다주면서 ‘어떠세요? 맛있나요? 마음에 드세요?’라고 묻는다. 훈련 프로그램의 일부가 아니라 진심에서 우러나오는 친절함이라는 느낌이 든다”고 킨치는 말한다.
또 한 가지 중요한 사실은 그런 서비스를 받는다고 해서 추가 비용을 내지는 않는다는 것이다. 일본에서는 팁을 주지 않는다. 팁을 주지 않도록 권장하는 것이 아니라 팁을 주는 관습 자체가 없다. 신용카드 전표에는 팁을 적는 부분이 없다. 문을 열어주는 사람이나 코트를 받아주는 사람의 손에 현금을 쥐어주려고 하면 국소마취제를 많이 써줘서 고맙다는 의미로 치과의사에게 20달러를 찔러줄 때나 볼 수 있을 법한 혼란스러운 표정을 볼 수 있을 것이다.
언제나 예상을 뛰어넘는 일본의 서비스 문화는 미국의 팁 문화와 정면으로 충돌한다. 팁 문화는 훌륭한 서비스를 장려한다는 목적이 있지만 정반대의 효과를 낼 수도 있다. 팁을 많이 주지 않을 경우 조심해야 할 수도 있다. 보스턴대학교 인류학 교수이자 ‘일본에서의 커피 생활’의 저자 메리 화이트는 “일본에서는 서비스가 자기 일의 일부로 통합돼 있기 때문에 서비스라는 카테고리 자체가 없다는 사실을 기억해야 한다”며 “서비스는 부가적인 것이 아니다. 귀중한 것이기 때문에 돈으로 가치를 매기지 않는다”고 설명했다.
How Japan Has Perfected Hospitality Culture
From a department store's elaborate welcoming rituals to a hotel's nearly uncanny sense of its guests' needs, one writer explores the Land of the Rising Sun's comprehensive service culture
THE LAST TIME I was in Tokyo, I made an excursion to the Nihonbashi branch of Takashimaya, a chain of department stores founded in 1831, because a friend told me to ride the elevators. Architecturally, the elevators aren't anything special—the building dates to 1933, and it looks like other grand department stores from that era. But it's staffed by employees so attentive and polite that they transform the act of moving between floors from a mundane, even annoying, task into a pageant of ritualized courtesy.
It starts as you approach the elevator bank. An attendant in the well-tailored uniform of a 1960s stewardess (jacket, skirt, gloves, pumps, jaunty hat) welcomes you with a series of bows and spoken greetings that continue, without pause, as she pushes the call button and directs you to the arriving elevator with an arm held at a perfect 90-degree angle. When the elevator door opens, an operator—dressed like a stewardess from a competing airline (different color jacket)—welcomes you with more bows and greetings. This is when the display of politeness turns into a delicate series of choreographed movements: You step into the elevator; the operator pivots and extends her arm to protect you from the closing grate; and the attendant in the lobby turns to face you and bows deeply, holding the position with practiced stillness. Third floor, please.
Is it too much? Maybe. The bowing and gesturing might be unnecessary—if you've made it to Tokyo, you know how to work an elevator—but it sends a message: From the moment you walk in the door, the employees are completely attuned to you.
Before I went to Japan for the first time, I was told by well-traveled friends to expect a level of customer service so polished and comprehensive that even the most basic transactions can take on a ceremonious air. But that's like somebody telling you what it's like to drive loops on the Nürburgring Nordschleife test track or watch a Big Sur sunset: It's just words until it happens to you.
Even though I was impressed with Japanese civility from the moment my passport was stamped at Narita airport, I didn't fully appreciate the extent of the country's service culture until I was partway through a multicourse meal at Ishikawa, a small Tokyo restaurant with three Michelin stars. I was sitting at the counter, directly opposite chef Hideki Ishikawa. At times he explained to me what he was preparing, but he left other dishes to my waitress, who spoke excellent English. After asking her a quick question, I noticed that she kneeled before answering. In fact, she always kneeled before speaking. She wore a slim-fitting kimono, and when she lowered herself she gracefully corkscrewed her body so that her knees settled on the ground without her needing to steady herself.
I felt awful—and elated. What a wrong, beautiful manner in which to be guided through dinner. At the end of the meal she, Ishikawa and what seemed like the rest of the staff escorted me to the sidewalk. They stood in a line and bowed. At the end of the block, I glanced over my shoulder. They were still in formation, and when they saw me turn they bowed again.
"You have a three-star restaurant in Japan, the famous chef with all the awards—and he's not only preparing the food, he's preparing it for you," says David Kinch, the chef and owner at Manresa, in Los Gatos, California. Kinch, who once worked in Japan, returns at least once a year, and he tells me that my meal at Ishikawa is how it's done in Japan. "He actually hands it to you. He asks you, 'How are you? Are you enjoying it? Is it to your liking?' It's a sense of hospitality that comes across as genuine, not as part of a training program," says Kinch.
Just as important, you don't pay extra for that care. There is no tipping in Japan. It's not only discouraged, it's simply not done. There's no tip line on a credit card slip, and if you try to press cash into the hand of someone opening your door or taking your coat, the person will look as confused as your dentist would if you tried to slip him or her $20 for being so generous with the Novocaine.
The service culture of Japan, which always over-delivers, directly contradicts the tipping culture of the United States, which supposedly incentivizes superior service but can have exactly the inverse effect: Tip well, or watch out. "You have to remember that in Japan you don't have a category called service, because it's completely integrated into what you do," says Merry White, author of Coffee Life in Japan and professor of anthropology at Boston University. "It's not an extra. It's valued, but it isn't monetized."
I find the Japanese system liberating. The price is the price, and if you are treated well it's not because you're expected to pay extra. "We [in America] are the ones who separate it out," White notes. The service I experienced in Japan wasn't simply a better version of what I find in the United States and Europe, it was the expression of a profoundly different understanding of what we consider "work."
A job means more than just checking off a couple of boxes. According to Masaru Watanabe, the executive director and general manager of the Palace Hotel Tokyo, a grand hotel overlooking the grounds of the Imperial Palace, it demands an emotional commitment. "Although Japanese hospitality, or what we call omotenashi, has developed a reputation outside of Japan as being a benchmark for exceptional service, it can be very difficult to define. It's as intangible as it is palpable, something to be felt rather than explained," says Watanabe. "To me, [it is] hospitality that's extended with the utmost sincerity, grace and respect, however big or small the gesture or the task. Not to be mistaken with the other, perhaps more commonly experienced version of service, which is superficial service delivered out of a sense of obligation and with an expectation of reward."
I experienced that one night when I went for a nightcap at the New York Bar on the top floor of the Park Hyatt Tokyo, where I was staying. The staff reopened the bar—even though it was well after last call—because it was my birthday. How did they know? My mother had a cake delivered to my room earlier, and it seemed the entire hotel was notified. Looking out over the blinking red lights that punctuate the Tokyo skyline, with a long pour of a Yamazaki single malt, I thought about what might have happened at a similar hotel in London or Paris: I would have been given a courteous but firm no, possibly offered a glass of Champagne in the lobby or my room. It's a safe bet the hotel wouldn't have reopened its marquee bar for one last $14 whisky.
According to White, what I experienced at the Park Hyatt Tokyo was an example of omoiyari. "It means the active sensitivity to other people," she tells me. "It anticipates the needs and desires of other people. It's not broad-brush, it's fine-tuned." White explains that omoiyari is taught to children and praised in school. When the staff reopened the bar for me, it was because they could tell it would make me happy to play out my Lost in Translation fantasy.
And it's more than just an expression of national character. "There are real institutional reasons why service is so good," says Amy Borovoy, associate professor of East Asian studies at Princeton University. "Sociologists call it stakeholder capitalism versus shareholder capitalism," she continues. "In the United States you have shareholder capitalism, in which shareholders will pressure a company for short-term profits. Japan and Germany have a stakeholder system, which lets companies invest in workers who are better trained, more loyal and more informed."
You find loyal, informed workers even in the most modest settings. "I believe that the world's best McDonald's service is in Japan," says Tokyo-based book editor Masanobu Sugatsuke. "The same goes for Starbucks. No staff sighs during work and there is no extensive chatting between co-workers," he adds, describing the reverse of almost every McDonald's and Starbucks in the United States.
I found omotenashi in a municipal agency that rented bicycles for what worked out to 85 cents a day. I walked down a flight of stairs into a windowless storage room located under the sidewalk and was greeted by an elderly gentleman who welcomed me, carefully went over the contract, then personally checked the wheels, gears, brakes, handlebars and seat before escorting me to the street. The attendant wasn't being servile or obsequious or overly concerned by my obvious foreignness. When he bowed and wished me well with what seemed like heartfelt sincerity, he was being professional.