Okinawa and the Origins of Ikigai: What We Can Learn

May 18

Introduction: A Small Island with a Big Secret

Nestled in the East China Sea, Okinawa might seem like just another quiet Japanese island. But it holds one of the most fascinating health and happiness secrets in the world. Okinawa is home to some of the longest-living people on Earth—and their secret isn’t in magic pills or extreme diets. It’s in how they live.

This article takes you deep into Okinawan life to explore the real-world roots of Ikigai, the Japanese concept of “a reason for being.” We’ll look at what makes Okinawa a blueprint for longevity and purpose, how its cultural habits embody the spirit of Ikigai, and what we can take from it into our modern lives.

As someone building a purpose-driven business, and working every day with Amazon sellers and product creators, I’ve found the Okinawan approach especially grounding. It reminds me that success isn’t just about growth—it’s about rhythm, community, and small joys.

What Makes Okinawa Unique?

Okinawa is part of the Ryukyu Islands, a chain in southern Japan with its own dialect, cultural traditions, and lifestyle. The region is often celebrated as one of the original “Blue Zones”—places where people live the longest, healthiest lives.

Researchers including Dan Buettner, author of The Blue Zones, have studied Okinawan elders to discover what contributes to their remarkable longevity and joy.

Key Factors:

Strong sense of community and interdependence
Daily physical activity built into life (not isolated at the gym)
A primarily plant-based diet with moderate caloric intake
Spiritual and cultural rituals
A deep sense of purpose — their Ikigai

In Okinawa, people don’t retire in the Western sense. Even in their 80s and 90s, elders remain actively involved in community work, gardening, cooking, and mentoring. Their lives are filled with meaning, contribution, and connection.

The Everyday Expression of Ikigai in Okinawa

In Okinawa, Ikigai isn’t talked about as a goal to reach—it’s lived in the daily rhythm.

1. Moai: Social Anchors for Life

Moai (pronounced mo-eye) are informal social groups formed early in life, sometimes starting in childhood. These groups provide emotional and financial support, companionship, and purpose.

For example, a group of five elderly women in Ogimi have been meeting every week for over 60 years to share tea, stories, and encouragement. That sense of belonging contributes to stress reduction and emotional resilience.

“Ikigai in Okinawa is not isolated. It is communal. You live longer because you belong.”

2. Hara Hachi Bu: The 80% Rule

Before eating, Okinawans say a phrase: “Hara hachi bu”, which means “Eat until you are 80% full.” This simple practice contributes to:

Reduced inflammation
Improved digestion
Better long-term metabolic health

This restraint is not about dieting, but about respecting the body and eating with mindfulness.

3. Movement as a Way of Being

Okinawan elders stay active not by exercising for the sake of it, but by moving through purpose: walking, gardening, cleaning, preparing food. Their homes and neighborhoods are structured to encourage daily low-impact movement.

4. Rituals and Spirituality

Whether it’s honoring ancestors or participating in seasonal festivals, spiritual rituals give structure and meaning to life. Ikigai, in this context, is closely tied to place, ancestry, and tradition.

Scientific Research on Ikigai and Longevity

Several Japanese and international studies have found direct correlations between having a strong sense of Ikigai and:

Reduced risk of cardiovascular disease
Lower rates of depression and cognitive decline
Higher life satisfaction
Increased resilience after illness

In a famous 2008 study published in Psychosomatic Medicine, Japanese adults who reported a strong sense of Ikigai were significantly less likely to die over the seven-year study period.

In Okinawa, this is lived reality. Elders who feel needed, connected, and purposeful often outlive their peers in other regions by decades.

My Personal Reflections

As someone who works with Amazon sellers and also develops my own products, life can often feel like a sprint: deadlines, logistics, performance metrics. But every time I return to the concept of Ikigai—and especially the Okinawan expression of it—I’m reminded to reconnect with the why behind what I do.

In many ways, I’ve found my “moai” through my professional life. Working at a Danish agency with colleagues who are all focused on Amazon growth, I feel that shared sense of community and direction. It’s not just about work—it’s about shared purpose.

I’ve also made small Okinawan-inspired changes:

Eating slower and with more presence (I even say “hara hachi bu” silently!)
Making time for morning walks without screens
Slowing down my evenings with my wife and child—small rituals that give rhythm to life

These moments ground me. They help me feel that what I do isn’t just business, it’s part of something larger.

What We Can Learn and Apply

You don’t need to move to Okinawa to live your Ikigai. The principles are adaptable and timeless.

Simple Practices to Try:

Form your own moai: Build regular contact with 3–5 friends who support your goals and values
Adopt hara hachi bu: Eat slowly and stop before you're full
Move through purpose: Walk more, lift groceries mindfully, do small tasks with care
Create daily rituals: Tea, journaling, gratitude, family dinners
Reflect on your Ikigai weekly: What gives you energy? What drains you? Adjust accordingly

Ikigai Is Culture, Not a Formula

Okinawan Ikigai teaches us that purpose isn’t always found through self-help books or Venn diagrams—it’s discovered in belonging, consistency, and small joys.

Western culture often promotes “finding your passion” as a dramatic breakthrough. But Okinawa shows us that real purpose is quiet. It’s in knowing you’re part of something. In waking up for a reason—even if that reason is just making miso soup or planting seeds.

This, to me, is the most powerful lesson we can learn.

Conclusion: The Okinawan Invitation

Okinawa doesn’t just show us how to live longer—it shows us how to live better. Their habits, communities, and culture offer a living example of Ikigai in action.

And it’s not something you have to chase. You can begin now, where you are, with what you have.

Take a breath. Send a kind message. Cook with love. Move with care. Talk with a friend. Reflect.

Because maybe your Ikigai isn’t something far away. Maybe it’s already here.