Global era capitalism provides new cultural and economic opportunities to profit from heritage, especially for those producers who generate highly valued products whose consumption is an indicator of refined taste, as is the case with Japanese-style services in Hong Kong. The productions of Japanese service professionals in Hong Kong symbolize the promise of sophistication and cosmopolitanism for the local consumer. To capitalize on the local demand for Japanese-style services and to distinguish themselves from other service providers in the market, Japanese service professionals — chefs, bartenders, hairstylists etc — use specific notions of their Japanese heritage to construct and market their services as cultural productions. They negotiate appropriate cultural resources to evidence authenticity of these productions, including references to group-specific values and concepts such as “selfless” hospitality (omotenashi) and craftsman spirit (shokunin kishitsu). The conceptualization of the Japanese heritage conceived by the Japanese service professionals inadvertently aligns them with the Japanese government’s official agenda of promoting Japanese soft power abroad embodied in the “Cool Japan” campaign. However, their common effort is not as much an expression of cultural nationalism as a market-driven attempt to convert the so called Japanese values into a commodity and transform Japan into a brand in and of itself.