The Rise of "Tokiconsumption" and the Power of Flow


Hatched by Glasp

Jul 24, 2023

3 min read


The Rise of "Tokiconsumption" and the Power of Flow


In today's rapidly changing world, consumer behavior is constantly evolving. This article explores the concept of "tokiconsumption" and its three unique characteristics that set it apart from traditional "kotoconsumption." Additionally, we delve into the importance of achieving a state of flow in order to enhance productivity and overall satisfaction in our daily lives.

Understanding Tokiconsumption:

NTTコムウェア C+ introduced the concept of "tokiconsumption" as a shift from material consumption to experiential consumption. This new form of consumption is characterized by three distinct features. The first characteristic is "non-reproducibility." Unlike the tangible nature of material goods, experiences cannot be replicated exactly, making them more valuable and sought after.

The second characteristic of tokiconsumption is "participation." Engaging in events or gatherings allows individuals to actively contribute and immerse themselves in the experience. This sense of participation fosters a feeling of connection and fulfillment, further enhancing the value of the experience.

Lastly, tokiconsumption is characterized by "contribution." Participants in these experiences have a heightened awareness of their ability to contribute to the overall atmosphere and energy of the event. This sense of personal contribution adds to the enjoyment and satisfaction derived from the experience.

The Power of Flow:

Flow, a psychological state of complete immersion and focus, plays a crucial role in achieving optimal productivity and satisfaction. When individuals are in a state of flow, they experience a heightened sense of awareness and lose track of time. The human brain is wired to thrive in this state, as it allows us to engage in meaningful pursuits that align with our intrinsic motivations.

Research has shown that focusing on tasks for intrinsic reasons, rather than feeling obligated, enhances the experience of flow. When we engage in activities for our own sake, we tap into a deeper level of satisfaction and enjoyment. As psychologist Mihaly Csikszentmihalyi explains, "Flow is important both because it makes the present instant more enjoyable, and because it builds the self-confidence that allows us to develop skills and make significant contributions to humankind."

Actionable Advice:

  • 1. Identify your intrinsic motivations: Take the time to reflect on the activities that bring you joy and a sense of fulfillment. Understanding your intrinsic motivations will help you prioritize tasks that align with your interests and increase the likelihood of achieving a state of flow.
  • 2. Create optimal conditions for flow: Eliminate distractions and create a conducive environment for deep focus. Minimize interruptions, set clear goals, and establish a routine that allows for uninterrupted periods of work. By creating the right conditions, you can maximize your chances of entering a state of flow.
  • 3. Practice mindfulness: Cultivating mindfulness can help you become more attuned to the present moment and enhance your ability to enter a state of flow. Incorporate mindfulness techniques such as deep breathing exercises or meditation into your daily routine to increase your focus and mental clarity.


As consumer behavior continues to evolve, the rise of tokiconsumption highlights the increasing importance of experiences over material possessions. Understanding the unique characteristics of tokiconsumption allows us to better cater to the evolving needs and desires of consumers.

Furthermore, harnessing the power of flow can significantly enhance our productivity and overall satisfaction. By engaging in activities for intrinsic reasons and creating the optimal conditions for flow, we can unlock our full potential and make meaningful contributions to both our personal and professional lives.

Remember to identify your intrinsic motivations, create optimal conditions for flow, and practice mindfulness to tap into the power of flow and achieve a higher level of productivity and fulfillment. Embrace the changing landscape of consumer behavior and harness the power of flow to lead a more meaningful and satisfying life.

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