Ikigai (生き甲斐) is a Japanese concept meaning: 

"a reason for being." The word "ikigai" is usually used to indicate the source of value in one's life or the things that make one's life worthwhile.

Iki (pronounced eye-ka) means "life."  

Iki is our spunky, treat lovin' little ambassador of "being!" 

Hence, our phrase, "Be Iki(gai)!" and  how our corporate slogan "Be Iki(gai), Passion &  Purpose b/4 Profits" came about.