I learned something from my mom today about Japanese culture that really resonated. She shared how, when lighting a match, many Japanese people pull it toward themselves rather than striking it away. At first glance, it might seem trivial, but this action carries deeper cultural significance.
It’s a reminder of the value of thoughtfulness, self-control, and selflessness in every gesture. The act aligns with the Japanese concept of omoiyari, meaning “to direct your thoughts toward others and act on it.” This approach encourages empathy and mindfulness, asking us to put ourselves in another’s shoes before acting.
The symbolism behind pulling the match inward rather than pushing it away is about maintaining harmony with one’s surroundings. This action is common in settings like the tea ceremony, where even the smallest movements reflect a commitment to calm and control. By pulling the match towards themselves, individuals act with intentionality, reinforcing a mindset of caution, respect, and quiet strength that permeates Japanese culture.
It serves as a metaphor for the practice of being mindful of one’s environment and those around you—qualities deeply embedded in omotenashi, the Japanese philosophy of hospitality and service.
Omotenashi itself goes beyond mere service; it’s about showing respect and humility, anticipating needs before they’re spoken, and crafting experiences that make others feel valued. The idea is to put others first, with actions that reflect selflessness and genuine care. For example, service in Japan often involves going the extra mile, anticipating needs and details before they arise, and creating an environment where guests feel seen and respected. The concept is so central to Japanese life that it’s been adapted across many sectors, from customer service to education and healthcare.
A Lesson in Selflessness for the Creative World
In an age where social media dominates and personal branding often encourages an inward focus, creatives are frequently caught in the cycle of self-promotion and individual achievement. While growth and visibility are natural career elements, there is value in balancing them with the selflessness seen in Japanese culture. For creatives, adopting a mindset of omoiyari can foster richer connections, greater authenticity, and a shared sense of purpose within their communities.
Here’s how this selfless philosophy can apply to the creative journey:
Value Community Collaboration
In Japanese culture, people often act with an awareness of how their decisions affect others. Creatives can benefit from a similar approach by focusing on collaborative work that fosters mutual respect and growth. Instead of viewing peers as competitors, considering them as collaborators builds stronger connections and enriches the creative process. Engaging in community efforts—whether through sharing resources, providing feedback, or co-creating projects—strengthens both personal work and the larger creative ecosystem.
Serve the Audience, Not Just the Self
It’s easy to focus on gaining attention or going viral, but Japanese culture emphasizes humility and thinking of others. For creatives, this might mean creating with the audience’s needs and experiences in mind, leading to work that resonates deeply. When we prioritize content that inspires, educates, or uplifts rather than creating solely for self-promotion, the reward often includes a more meaningful connection with audiences and a more impactful body of work.
Focus on Craft Over Recognition
Japanese culture celebrates dedication, patience, and mastery, often with an appreciation for the process rather than just the outcome. In the creative world, this could mean staying committed to quality and originality rather than chasing trends. Selflessly dedicating time to honing skills and focusing on meaningful output fosters greater satisfaction and authenticity than pursuing instant recognition.
Share Success
In Japan, individual achievements are often considered contributions to the group rather than isolated successes. Creatives can apply this by sharing opportunities, collaborating with emerging talents, or celebrating others’ achievements. Supporting a fellow artist or sharing a platform helps foster a resilient and collaborative creative community, ultimately amplifying each participant’s impact.
Consider the Long-Term Impact
Japanese culture emphasizes legacy and the importance of contributing to something greater than oneself. Creatives can adopt this by focusing on long-term impact over immediate trends, and choosing projects that contribute lasting value to their field. Building a body of work with purpose can foster respect and admiration that lasts beyond fleeting moments of popularity.
Moving Forward with Mindfulness
The small gesture of pulling a match inward speaks volumes about the mindful, selfless approach that characterizes Japanese culture. As creatives, we can take inspiration from this symbolic action, metaphorically “striking” our work inward by considering its effects on others. By finding a balance between self-promotion and selflessness, creatives can embark on a more fulfilling journey, prioritizing empathy, shared growth, and dedication to craft. Embracing omoiyari helps us create not just for ourselves but for our communities and audiences, enriching both our work and the lives of those we reach.
As we move forward in our creative journeys, let’s remember that each project, collaboration, and interaction has the power to reflect a deeper sense of purpose. By striking our own “matches” inward, we fuel a creative life that shines brighter—not only for ourselves but for those around us.
The DIY Collective 
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