Never Fake It.
According to this article, the requirement for Japanese staff to maintain a permanent fake smile may be building up real emotional problems when they leave work.
Real emotions, Makoto Natsume says, are being dangerously suppressed by the “smile masks” that women wear all day at work and the psychological effects he sees among patients are devastating. Depression, mental illness and other disorders are spreading fast, he cautions, and smile-mask syndrome could soon become a serious national health issue.
That seems something of an allegory for marketing to me. Firstly aim to create a working environment in which the smiles are genuine and a product/service that elicits the same response and, secondly, never fake it. People always know.