“Ikigai island”: Pasona’s bold bet on decentralized living

Pasona Group, a Japanese HR firm, aims to foster social change by helping individuals find “ikigai” through meaningful work. In a bold move to combat urban overconcentration and rural decline, it relocated its headquarters from Tokyo to Awaji Island, launching a “Regional Revitalization” initiative. While some embraced the shift, others resisted, fearing blurred work-life boundaries. Critics questioned the company’s tourism-driven approach, though local governments welcomed the economic boost. As Pasona looks to scale its model nationwide, can it balance corporate goals with authentic community development and employee well-being?