Omotenashi: KKI’s Approach to Global Partnerships

As a Japan-based global specialty pharmaceutical company, we have over 70 years of Japanese heritage which remains a core part of our DNA. One Japanese principle that we embrace in our everyday work is Omotenashi, the idea that through impeccable service and kindness, one can form positive connections with new acquaintances and build long-lasting, fruitful relationships.

To learn more, we recently sat down with Lewis Abbott, Head of Business Operations, Partner Markets within KKI's Emerging Growth Markets (EGM) cluster. Lewis and the rest of the EGM team are responsible for managing 29 countries with six partners, ensuring that patient access, commercial and medical strategies align seamlessly with KKI's vision. To ensure these partnerships function smoothly, Omotenashi is key to Lewis and his team:

"Omotenashi is about anticipating needs and exceeding expectations. It's not just about meeting targets but ensuring that every interaction is meaningful and supportive. This principle guides us in building lasting relationships with our partners and patients."

The importance of a shared vision

Lewis and his colleagues work with many different teams from various countries in the region, including Poland, Israel, Romania, Turkey and Greece, to name just a few. Navigating these diverse partnerships requires accountability, the ability to adapt to cultural perspectives, and above all, a collaborative approach rooted in a common purpose – putting patients at the forefront of everything we do.

Leading with kindness and compassion

Importantly, a core element of Omotenashi is kindness – something Lewis felt was especially vital during periods of conflict and unrest in some of the countries KKI works with. In the face of such turmoil, his team prioritised the wellbeing of their local partners, ensuring they felt supported and could maintain a sense of normalcy amidst uncertainty. This compassionate approach underscores the importance of human connection in business.

"Omotenashi is about being proactive and thoughtful. It's important to anticipate the needs of others and go the extra mile to make them feel valued. Whether it's a colleague, partner, or patient, showing genuine care and attention can make a significant difference."

Looking ahead

The vision for Kyowa Kirin is to be a truly global company, and the work that the EGM team does to expand to new countries is contributing to that goal. Lewis and his team are committed to building long-term relationships that deliver life changing value to as many people as possible.

His advice to others is simple: invest in relationships, understand people's visions and values, and always be empathetic.

"Invest time in building relationships. Get to know the person behind the role, understand their vision and values, and be empathetic. Small gestures of kindness and support can foster trust and create a positive environment."

KKI/INT/KKI/1118 | June 2025