It's a normal term, but I'm not familiar with it being used like this. This does smell like a "self improvement" marketing push. The Japanese Wikipedia articl

It's a normal term, but I'm not familiar with it being used like this. This does smell like a "self improvement" marketing push. The Japanese Wikipedia article seems to heavily cite Western sources as the origin for this usage. https://ja.wikipedia.org/wiki/%E7%94%9F%E3%81%8D%E7%94%B2%E6%96%90 https://ja.wikipedia.org/wiki/%E7%94%9F%E3%81%8D%E7%94%B2%E6... Back in reality, the word is more commonly used in the expression 生き甲斐がある (ikigai ga aru) which means roughly "Life is good", "I'm glad to be alive", which you might use after sipping a really good beer for example.