It is often said that Japanese cuisine is not for eating, but for looking at.
Whoever sees that freshly cooked, pure white rice, how it lets warm steam rise from under the quickly lifted lid, how it lies piled up in the black vessel and how every single grain shines like a pearl, will, if he is a Japanese, really feel the awe of the rice.

Omotenashi - Hospitality in Japanese
Omotenashi is the name for a special form of Japanese hospitality that is deeply rooted in Japanese culture and philosophy. Despite a clear division of roles, the relationship between guest and host is one of equality and mutual respect. The guest appreciates the efforts of the host and the host does everything to make the guest feel comfortable and have a pleasant experience.