makoto (truth, reality, sincerity, honesty, fidelity, integrity)

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❖ Sincerity

myô (bright, light)
jô (pure, clean, unspoiled)

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❖ Brightness – cheerfulness

sei (correct, righteous)
choku (straight, honest, frank)

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shô (correct, righteous)
jiki (straight, honest, frank)

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❖ Integrity – right and straight

nao (straight, honest, frank)

ma.gari (curvature, warp, bend, injustice, fault, curve, crooked, perverse)

jiki (direct)

iki (style, purity, essence, pith)

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❖ iki Aesthetic – An expression of simplicity, sophistication, spontaneity, and originality
❖ It is ephemeral, romantic, straight forward, measured, audacious, smart, and unselfconscious
❖ It is not overly refined, pretentious, complicated, showy, slick, coquettish, or, generally, cute
❖ At the same time, iki may exhibit any of those traits in a smart, direct, and unabashed manner

wabi (proud, lonely)
sabi (loneliness, quietly, mellow, mature)

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❖ wabi-sabi Aesthetic – Centered on the acceptance of transience
❖ It is sometimes described as beauty that is "imperfect, impermanent, and incomplete"
❖ Characteristics of wabi-sabi include asymmetry, asperity, simplicity, modesty, intimacy, and the suggestion of natural processes

sei (pure, purify, cleanse, exorcise)
mei (bright, light)

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❖ Purity and brightness
❖ Cheerfulness of kokoro (heart)
❖ Also called sei-mei-shin

sei (pure, purify, cleanse, exorcise)
mei (bright, light)
shin (heart, mind, spirit)