Thanks for highlighting how Ikigai has been largely appropriated and commercialized. I stumbled on this fact a while back trying to trace the origin of the word. Sadly, such appropriation also does a huge disservice to the woman who first introduced this notion to the west. Mieko Kamiya, a psychiatrist and a medical doctor, wrote a book called 'Ikigai ni tsuite' back in 1966 based on her work with leprosy patients.