Zen, shinrin-yoku, ikigai? the exoticisation of Japanese buzzwords

Aug 7 · 8 min read

Use of Japanese buzzwords in the west

Zen: a form of Buddhism the Japanese don’t really talk about

Source: Unsplash
Source: Unsplash

Shinrin-yoku: nothing more than a ‘walk in nature’

Source: Unsplash
Source: Earl of East

Ikigai literally means ‘life purpose’, but it’s not necessarily an outrageously huge idea

Source: Slidemodel
Source: Medium

Re-imported Japanese buzzwords

Source: Hatena Blog

What can western brands learn from this?


Written by

Cultural insight agency connecting Europe and Japan. Tokyoesque’s Market Readiness Score measures how to succeed in the world’s third largest market.

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