I learned a new word:
Kotodama or kototama (言霊?, lit. “word spirit/soul”) refers to the Japanese belief that mystical powers dwell in words and names. English translations include “soul of language”, “spirit of language”, “power of language”, “power word“, “magic word“, and “sacred sound”. The notion of kotodama presupposes that sounds can magically affect objects, and that ritual word usages can influence our environment, body, mind, and soul.
Kotodama is related with Japanese words such as kotoage 言挙 “words raised up; invoke the magical power of words”, kotomuke 言向 “directed words; cause submission though the power of words”, and jumon 呪文 “magic spell; magic words; incantation”.