Nori: I felt constrained—not just by cultural differences...
Ikigai is a concept that is very much integral to Japanese culture. The word 'Ikigai' can be roughly translated to your 'reason for being', or purpose and is not confined to the ‘Venn Diagram’. More on its authentic definition can be explored here.
While Ikigai is essential to one's well-being, the true beauty is that it does not have a fixed equation and can change over time.
At Mogami, we would like to highlight this nuance with our 'Ikigai Spotlight Series'.
This month's featured guest is Nori WIlliam | Tokubei (34), Holistic Coach and Artist, Founder of Good will studios, reDiscover your true potential through self-expression, based in Tokyo, Japan.
Tell us your story.
I was born and raised in North London and graduated from the University of Nottingham. I moved to Tokyo in 2015 to pursue a career in the renewable energy sector. In search of creative expression, I switched industries to advertising, a study abroad start-up and now as a freelance artist and coach.
When was the first time you remember coming across the concept of Ikigai?
I was familiar with the term from a young age but I probably began to look into it more deeply when it started to get recognised in the West.
What has been your personal journey with your Ikigai(s) or reason for being?
When I was young, I loved drawing, playing outside, being silly, and I was always curious about people and how the mind works. These things brought me happiness, but as I grew older, the weight of expectations and responsibilities pulled me away from the idea of Ikigai. At least, that’s how it felt. While I still enjoyed certain things, they lacked the driving force that made me want to pursue them further. It was through introspection and really listening to my heart that I began my own journey toward Ikigai.
At the time, the loudest voice within me urged me to make art—to bring my inner world into the open. Though this gave me the freedom and space to follow a path that felt authentic, something still seemed missing. Later, I realised that true meaning comes from the impact we have on others. My passion for self-growth, my creative nature, and my deep appreciation for people ultimately led me to where I am now.
For me, Ikigai comes in two forms. The first is an active form of Ikigai—guiding people on their journey to realising their true potential and spreading the importance of playfulness and self-expression to do so. The second is more passive and subtle—like the gentle breeze on a hot summer’s day, the smell of a home-cooked meal, or a friendly conversation with a stranger. These small moments of peace also give me a reason to appreciate life.
How does your life today reflect your authentic self and life priorities?
When I'm able to express myself freely and be silly. Dancing when a good song comes on, drawing when an idea comes to mind, moving my body when it feels heavy. Allowing my soul and body guide me in whatever I do is when I feel most authentic to myself.
Can you walk us through a time in your life when you felt lost? What ideas or tools helped you overcome this period?
Being Japanese but raised in the UK, I faced many challenges when I started working in Japan. My way of thinking and doing things often went unrecognised, and I felt constrained—not just by cultural differences but also by the difficulty of being a creative thinker in a highly logical environment. I turned to meditation and journaling as tools to organise my thoughts and gain deeper self-awareness.
By paying close attention to my negative self-talk and reframing it in a more positive light, I gradually learned to accept myself more and not become overly concerned with others’ expectations or opinions.
What would be your advice to anyone struggling to live a life of Ikigai?
The first thing I would say is to appreciate all that you already have in your life. I think we often place too much focus on what we don't have and this shift in perspective can contribute hugely to living a more peaceful and purposeful life. Secondly, don't take yourself too seriously and learn to trust your intuition. By seeking new experiences, we can identify what brings us joy and what doesn't, creating an opportunity to learn more about ourselves. Do this playfully without thinking too seriously about whether this is your Ikigai or not, and enjoy the different experiences and the new encounters.
Learn to trust your intuition and you will eventually know, what path to take.
Saori's reflection
Nori-san's journey is a testament to the fluid and evolving nature of Ikigai. His path, from navigating cultural challenges to finding fulfilment through creativity and self-expression, reminds us that our purpose is not static—it grows with us. His reflection on the importance of playfulness and trusting one's intuition offers a powerful lesson in letting go of rigid expectations and embracing the present moment. Who or what inspires you to reconnect with that childlike joy and sense of freedom? Nori-san's story encourages us all to listen to our hearts and trust the process as we continue to explore our unique paths toward Ikigai.
Do you want to learn more?
You can follow and support Nori-san and his work below.
What did this story bring up for you? Comment below.
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