In a world where purpose is often reduced to a corporate slogan — and corporate leaders demand 70-hour workweeks — what should be one’s reason for being? Francesc Miralles, author of Ikigai: The Japanese Secret to a Long and Happy Life, has spent years exploring this question.
On the sidelines of the Jaipur Literature Festival, we sat down for a conversation that went beyond self-help clichés and into the uncomfortable realities of modern existence: the ways capitalism has co-opted ikigai (which means reason for living), the existential threat of AI to traditional work, and the growing alienation in an era of digital hyper-connectivity.
Edited excerpts:
Q: In Ikigai, you talk about finding purpose in life. However, many companies now use purpose as a way to justify overwork and low pay. In India, there’s even debate about proposals for 70 to 90-hour workweeks. Do you think the concept of ikigai is being co-opted by capitalist systems?
Miralles: I think every revolutionary idea, such as punk aesthetics, eventually gets absorbed by capitalism and sold back to the masses. The same thing happens with concepts such as ikigai. Just because a company claims to adopt an ikigai approach does not mean it truly values its employees. A real ikigai-driven company would care about the purpose and well-being of every employee, not just its commercial goals.
Q: As AI automates more jobs, many people may lose their sense of purpose, which is often tied to their work. How can societies ensure that individuals still find purpose in a world where traditional jobs are disappearing?
Miralles: The opportunity lies in doing what machines cannot do. If you rely on a purely mechanical or repetitive job, AI will likely replace you. But if you nurture creativity, intuition, and adaptability — things that machines cannot replicate — you will always find new ways to contribute. This technological shift actually pushes us to be more human than ever.
Q: Ikigai has inspired millions worldwide. How do you think its meaning is evolving in today’s fast-changing digital world?
Miralles: Ikigai is a deeply individual concept. For some, it means freedom and living in nature, while for others, it may mean building a business. In an era of uncertainty, defining our personal ikigai helps us navigate the storms of change and gives us direction, even when the world feels chaotic.
Q: In Japan, where ikigai originated, overwork and karoshi (death by overwork) are serious problems. How do you reconcile ikigai with a culture that sometimes glorifies extreme work?
Miralles: Japan has two faces: the high-pressure urban culture and the traditional, slow-paced villages of Okinawa, where we explored ikigai. Overwork is not unique to Japan — it happens in cities around the world. The key is to question what kind of life we want. Many overwork to afford expensive city living, but alternatives exist. Moving to a less costly area and prioritising a simpler, more fulfilling life can be a solution.
Q: Ikigai feels almost obsolete in Japan due to high suicide rates. Why do you think so many people struggle to find a reason to live in the country that gave the concept of ikigai?
Miralles: High suicide rates are a sign of alienation, not just in Japan but in major cities worldwide. The relentless competition from childhood — getting into the best schools, and securing the best jobs — can dehumanise individuals. The people we interviewed for ikigai offer an alternative: a life centred on meaning, connection, and self-fulfilment rather than just achievement.
Q: In Forest Bathing, you speak of the healing power of nature. Should finding ikigai include activism for the planet?
Miralles: Absolutely. Many people work remotely now, yet when they finish work, they remain indoors, watching TV or scrolling online. This digital trap isolates us. Spending time in nature reconnects us with ourselves and can inspire us to protect the environment. The more we immerse ourselves in nature, the more we feel driven to advocate for it.
Q: Consumerism often distracts people from their true purpose. Do societies need to rethink their economic systems to align with ikigai principles?
Miralles: There is a direct relationship between consumption and time. If you need more money, you must work more, leaving little time to discover your ikigai. The solution is to simplify — live minimally, reduce expenses, and move to a more affordable location if necessary. By freeing up time, you can invest in discovering and nurturing your purpose.
Q: In a world with vast economic and social disparities, is ikigai accessible to everyone, or is it a privilege?
Miralles: If you look at Maslow’s hierarchy of needs, people in survival mode — struggling for food, water, or shelter — cannot focus on ikigai. However, those at the top of the pyramid can use their position to create opportunities that help others rise as well.
Q: In Ichigo Ichie, you discuss mindfulness. How can individuals stay present in a world where political discourse is increasingly divisive? Should mindfulness include political engagement, or is it about detachment?
Miralles: We need to regain control over our devices. Technology is new, and right now, we are its slaves. Instead, we should set boundaries — schedule time for connection and time for disconnection. Only then can we be fully present in our lives.
Q: In the age of the Internet, companies these days profit from capturing our attention and data, often at the expense of mental health. How can individuals resist these forces?
Miralles: Live analogically. Use screens only when necessary — to send an email or look up information —but spend the rest of your day offline, engaging with the real world. The less dependent you are on digital distractions, the more control you have over your life.
Q: You’ve explored many philosophies in your writing. Is there one you personally follow or are currently exploring?
Miralles: Psychologically, I am influenced by Buddhism. Socially, I draw from the original Christian idea of helping others.
Q: Are you familiar with Indian literature?
Miralles: Yes, I remember reading Arundhati Roy’s The God of Small Things on my first trip to India. I have also read Jiddu Krishnamurti and other essayists. But I would love to learn more about Indian writing.
Q: What are you currently reading or planning to read in 2025?
Miralles: I recently bought a book that contains the original 1939 story that inspired The Secret Life of Walter Mitty. That is what I plan to read next.
Francesc Miralles, the author of *Ikigai*, is speaking at the Jaipur Literature Festival. (Source: Instagram) 
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