When you think of the word ikigai, what comes to mind?
In the West, it’s often presented as a grand “life purpose” — a singular mission that gives your life meaning. But in Japan, ikigai is rarely so lofty. Instead, it’s about the small, meaningful moments that make life worth living.
In May 2025, Sony Life Insurance Co., Ltd. released the results of a nationwide survey on ikigai . The study asked 1,400 people from teens to those in their 70s about their sources of ikigai. The answers may surprise you.
Ikigai Is Important — But Not Always Felt
Over 90% of respondents said that experiencing ikigai moments is important to life. Yet only about 60% actually reported having ikigai in their lives. That gap points to something fascinating: many people feel joy and happiness but don’t always recognize it as ikigai.
The survey described this phenomenon as ikigai-surū — “ikigai pass-through.” People may feel small pleasures but overlook them, thinking ikigai must be something grand or distant.
The Top 10 Ikigai Sources in Japan
- Eating delicious food
- Travel
- Visiting hot springs or spas
- Listening to music
- Talking or connecting with a partner
- Spending time with children
- Enjoying hobbies (fishing, cooking, gardening)
- Caring for or watching pets
- Supporting a favorite artist, athlete, or idol (“oshi-katsu”)
- Everyday relaxation and casual chats with friends
The average person listed 8–9 different sources of ikigai, showing that ikigai is not one big thing but an accumulation of smaller, meaningful moments.
Generational Differences
The survey also revealed how ikigai changes with age:
- Teens often found ikigai in self-contained activities such as gaming, music, or social media. Many also mentioned oshi-katsu, showing how fandom culture shapes young people’s sense of belonging.
- People in their 20s shifted toward relationships, citing friends and partners as key sources.
- Those in their 30s and 40s often tied ikigai to family and responsibility — raising children, contributing at work, or caring for loved ones.
- Seniors (60s and 70s) highlighted simple, everyday joys: conversations with family, gardening, watching the seasons change, or savoring meals. Their perspective offers a reminder to all generations: ikigai often lives in ordinary moments that are easy to miss.
Why Small Things Matter
Naoko Ōmika, a mental health consultant interviewed in the survey report, noted that people often think ikigai must be “something extraordinary.” But in reality, it’s the accumulation of small daily treasures — cooking a meal well, watching your pet sleep, laughing with a friend.
When we overlook these everyday joys, we risk falling into ikigai-surū—the tendency to experience joy but fail to recognize it as ikigai. The difference between those who feel they “have” ikigai and those who don’t isn’t necessarily their life circumstances, it’s whether they notice and value these ordinary moments. As Naoko Ōmika put it, ikigai can be seen as “a daily treasure hunt.”
The Myth of “Life Purpose”
In the West, ikigai is often misinterpreted as a singular, lofty “life purpose.” But this survey reminds us that in Japan, ikigai more often lives in the ordinary: a good meal, laughter with loved ones, seeing the growth of a child, or even a favorite TV drama.
What's Your Top 10 Ikigai Sources?
The top ten sources above can serve as guidance, but ikigai is deeply personal. What delights you? Where do you feel warmth, curiosity, or connection?
What would make up your top ten ikigai sources?