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.
The philosophy of Ikigai
Ikigai, the epic center
Iki (eye-ka), our ambassador of being!