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. 

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.

Ikigai, cultural insights, coaching, psychology, Japan, Western perspectives, personal development, spirituality, Venn diagram  

Yoko Kunii Aldous 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.

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.

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.