This study uses the case of a Japanese fashion retailer (referred to by the pseudonym "Ichi") in Hong Kong to explore how the company introduced omotenashi (Japanese hospitality) in a cross-cultural setting and the challenges faced during the process. Omotenashi was examined from the viewpoint of its two core cultural elements: kate (cultural pattern) and the host-guest relationship.This paper suggests that the company interpreted kate as a superficial aspect of omotenashi, which was incorporated in their manual aiming to motivate employees through an evaluation system.Local employees subject to the manual were performing the way the company expected to gain merits from the evaluation system・The challenges Ichi faced in Hong Kong mainly relate to identifying the best motivation mechanism for the company to find employees who serve customers in the desired manner・This paper offers suggestions for companies for improving their strategies based on omotenashi, as well as on their diverse cultural aspects.