<div> <strong>Show Notes:</strong><br> Simon Western is joined by Yoko Kunii Aldous - lecturer, coach, hypnotherapist and cultural translator - to explore the deeper roots of this Japanese concept, revealing it to be less a “life purpose formula” and more a way of being-in-the-world. <br> Yoko reflects on her journey from Japan to the UK and how living between languages and cultures opens up inner landscapes. She shares the real history of Ikigai - not as a productivity hack, but a pre-capitalist way of locating oneself in community and cosmos - and interrogates why the popular Western Venn diagram (“what you love, what you’re good at…”) oversimplifies and erases its cultural nuance. Drawing on Japanese concepts, Yoko frames language as a worldview where nature, spirit, and objects are integral to self-understanding. She speaks of spirituality in everyday life - from cherry blossoms to chopsticks - and explains why Ikigai should be seen as fluid, shifting across life stages and relationships, rather than as a fixed endpoint. The conversation explores the tension between individualism and collective responsibility, asking whether one can truly have Ikigai without caring for the village. From embracing imperfection through wabi-sabi, to recognising sacrifice and service as pathways to fulfilment, the episode challenges Western coaching to move beyond self-improvement toward a more relational, ecological, and culturally entangled way of living.<br> <br> <strong>Key Reflections:</strong> </div> <ul> <li>True Ikigai cannot be pinned down or defined - it must be lived</li> <li>Culture shapes not only what we think, but how we feel our way into meaning</li> <li>Japanese aesthetics embrace imperfection (wabi-sabi) as essential to beauty and purpose</li> <li>Spirituality in Japan is woven into the everyday - from teacups to trees</li> <li>Personal meaning and collective wellbeing are not separate projects</li> <li>Every item has a spirit</li> </ul> <div> <strong>Keywords:</strong><br> Ikigai, cultural insights, coaching, psychology, Japan, Western perspectives, personal development, spirituality, Venn diagram  <br> <br> <strong>Brief Bio:</strong><br> <strong>Yoko Kunii Aldous</strong> is an award-winning university lecturer, coach, and language and culture trainer for the Ministry of Defence. She holds an MA in Applied Linguistics and an MSc in Coaching Psychology, and is a certified coach, hypnotherapist, and yoga instructor. Her background in language and communication informs her work in higher education, cross-cultural training, and personal development coaching.<br> Her latest research explores how the Japanese concept of Ikigai is understood and applied by non-Japanese coaches. Her study critically examines how Ikigai is interpreted and integrated into coaching practices outside Japan, revealing common misconceptions and promoting a more culturally authentic understanding. This work was recognised with the Best Early Career Research Paper award by BPS Division of Coaching Psychology.<br> By integrating Eastern philosophy with Western psychological theory, Yoko offers a coaching approach that is reflective, holistic, and grounded in cultural nuance. She supports individuals and professionals in aligning their core values with purposeful action, towards meaningful and sustainable change.</div>