Spirituality gets trendy: Why Korea's younger generation vibes with Buddhism - The Korea Times
Spirituality gets trendy: Why Korea's younger generation vibes with Buddhism
open image galleryYoung people attend the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. The event ran from April 3 to 6. Korea Times photo by Pyo Kyung-min
By Pyo Kyung-minPublished Apr 9, 2025 8:01 am KST
Updated Apr 10, 2025 3:17 pm KST
Among young Koreans, a meme-ish phrase loosely translated as "Buddhism is having fun without me again," has been making the rounds — and it's not just a joke.
From increasing visibility in pop culture to large-scale public events, Korea’s Buddhist institutions are actively engaging a younger audience — many of whom are seeking spiritual or emotional relief from modern-day stress.
The most recent example came at the 2025 Seoul International Buddhism Expo, which ran April 3-6 at COEX in southern Seoul's Gangnam District.
The expo, held in coordination with nearby Bongeun Temple, was designed as a comprehensive celebration of religion, art and industry — with both heartfelt spirituality and light-hearted fun on display.
Visitors take a look around the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. Korea Times photo by Pyo Kyung-min
This year’s event featured more than 360 companies and continued the buzz from last year’s viral sensation “NewJeansNim” — the playful Buddhist name adopted by comedian-turned-DJ Youn Sung-ho, which combines the name of the K-pop girl group NewJeans with "seunim," the Korean word for monk.
Under this year's theme “Find Your Enlightenment,” the expo leaned even more into interactive and hands-on experiences, inviting visitors to engage with Buddhist culture in creative and accessible ways.
Programs ranged from Buddhist-style photo booth “Life 4 Cuts with Sentient Beings” to hands-on meditation sessions and even booths offering consultations about ordination — a talk with real monks about leaving secular life behind.
Positive comments about the expo flooded social media, with users saying it "sparked a strong inner desire to turn to Buddhism."
"I was surprised by how many people (myself included) were so full of desires related to Buddhism," one user on X, formerly Twitter, wrote. "It took me an hour and a half just to see half of it. Still, there was so much to see and so many booths — I’m satisfied!!"
Visitors and vendors mingle during the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. Korea Times photo by Pyo Kyung-min
The expo is just one example of how Buddhist institutions have embraced popular formats to reach the public.
Last year, the Jogye Order — the country’s largest Buddhist sect — hosted a dating program called “I’m Jeol-lo,” a play on the popular dating show “I’m SOLO” and the Korean word "jeol" for temple.
Held at Jeondeung Temple on Incheon's Ganghwa Island in April 2024, the event drew more than 300 applicants for just 20 available slots. A follow-up program in August at Naksan Temple in Yangyang, Gangwon Province, attracted more than 1,500 applicants, leading to the formation of six couples. It was later featured in a KBS documentary.
A visitors shops for Buddhism-themed keychains during the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. Newsis
Experts say the Buddhist community’s proactive outreach has been a key factor in the religion’s resurgence in pop culture. Programs like temple stays and Buddhist talks have long existed, but the newer events — which feel more like festivals than religious ceremonies — have drawn in broader crowds by shedding the formal religious overtones.
Kim Doo-sik, a researcher at Dongguk University’s Communication Research Center, addressed this trend during a Buddhist missionary studies seminar in August 2024.
Hosted by the Jogye Order and Dongguk University at the Korean Buddhist History and Culture Memorial Hall in Seoul, the event emphasized how modern outreach should include relatable, socially relevant messaging.
“Among the nonreligious, outreach based on social messages led to more positive changes in attitudes toward Buddhism,” Kim said, noting that sharing relatable, real-life stories is a key tool for engagement.
Skiing Buddah T-shirt by Hipster Buddha was a popular item during the 2025 Seoul International Buddhism Expo. Courtesy of Hipster Buddha
Pop culture amplifies Buddhism’s reach
Media and entertainment figures have also played a role in popularizing Buddhist themes.
BLACKPINK’s Jennie released a song titled “ZEN” in January, referencing the Buddhist school of Seon. The song and music video contain numerous Buddhist concepts, including emptiness, non-self, meditation and lotus imagery. Jennie also released “Mantra,” another track referencing Buddhist teachings, last year.
In a separate media moment, IVE member Jang Won-young discussed the book “Buddha’s Words” by Japanese monk Ryunosuke Koike during an appearance on tvN’s “You Quiz on the Block.” She cited the book’s message about non-attachment as a source of comfort amid the pressures of her career.
Following the broadcast in mid-January, sales of the book reportedly surged by 29 times over the previous month, topping bestseller lists at major Korean bookstores by early February.
A scene from Jennie's "ZEN" music video / Captured from YouTube
Though some may view these trends as fleeting, others have expressed that deeper motivations may be at play, including a genuine desire to experience religious life through practices such as meditation or ordination.
A Christian office worker in her 20s who visited the recent expo said she was especially drawn to how Buddhism emphasizes inner reflection and the value of all life.
“Buddhism doesn’t push you to believe in a god — it encourages you to understand yourself. That really made me think,” she said.
“Its focus on the value of life is powerful ... The idea of reincarnation connects to vegetarianism, and ultimately it teaches us to respect lives we might otherwise overlook. That really resonated with me as someone who’s already vegetarian.”
A T-shirt featuring the Korean phrase for “Enlightened!” is displayed at the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. Korea Times photo by Pyo Kyung-min
Still, the growing popularity of Buddhism among younger generations has prompted some introspection within the Buddhist community. Some wonder if the recent fascination is rooted more in novelty than true understanding.
Lee Sang-hoon, president of the Korea Association of Buddhist Professors, cautioned against over-celebrating the trend.
“The strength of Buddhism lies in its scriptures,” Lee said. “We should consider whether phenomena like 'NewJeansNim' or temple match-making events are serving merely as escape routes for disillusioned youth.”
Shin Jung-il, editor-in-chief of Hyunbul News, echoed those concerns.
“There’s a danger that people are only engaging with the surface of Buddhism,” Shin said. “We risk turning the Dharma into a trendy consumer item, losing sight of its deeper meaning.”
===
Spirituality gets trendy: Why Korea's younger generation vibes with Buddhism
open image galleryYoung people attend the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. The event ran from April 3 to 6. Korea Times photo by Pyo Kyung-minBy Pyo Kyung-minPublished Apr 9, 2025 8:01 am KST
Updated Apr 10, 2025 3:17 pm KST
Among young Koreans, a meme-ish phrase loosely translated as "Buddhism is having fun without me again," has been making the rounds — and it's not just a joke.
From increasing visibility in pop culture to large-scale public events, Korea’s Buddhist institutions are actively engaging a younger audience — many of whom are seeking spiritual or emotional relief from modern-day stress.
The most recent example came at the 2025 Seoul International Buddhism Expo, which ran April 3-6 at COEX in southern Seoul's Gangnam District.
The expo, held in coordination with nearby Bongeun Temple, was designed as a comprehensive celebration of religion, art and industry — with both heartfelt spirituality and light-hearted fun on display.
Visitors take a look around the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. Korea Times photo by Pyo Kyung-min
This year’s event featured more than 360 companies and continued the buzz from last year’s viral sensation “NewJeansNim” — the playful Buddhist name adopted by comedian-turned-DJ Youn Sung-ho, which combines the name of the K-pop girl group NewJeans with "seunim," the Korean word for monk.
Under this year's theme “Find Your Enlightenment,” the expo leaned even more into interactive and hands-on experiences, inviting visitors to engage with Buddhist culture in creative and accessible ways.
Programs ranged from Buddhist-style photo booth “Life 4 Cuts with Sentient Beings” to hands-on meditation sessions and even booths offering consultations about ordination — a talk with real monks about leaving secular life behind.
Positive comments about the expo flooded social media, with users saying it "sparked a strong inner desire to turn to Buddhism."
"I was surprised by how many people (myself included) were so full of desires related to Buddhism," one user on X, formerly Twitter, wrote. "It took me an hour and a half just to see half of it. Still, there was so much to see and so many booths — I’m satisfied!!"
Visitors and vendors mingle during the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. Korea Times photo by Pyo Kyung-min
The expo is just one example of how Buddhist institutions have embraced popular formats to reach the public.
Last year, the Jogye Order — the country’s largest Buddhist sect — hosted a dating program called “I’m Jeol-lo,” a play on the popular dating show “I’m SOLO” and the Korean word "jeol" for temple.
Held at Jeondeung Temple on Incheon's Ganghwa Island in April 2024, the event drew more than 300 applicants for just 20 available slots. A follow-up program in August at Naksan Temple in Yangyang, Gangwon Province, attracted more than 1,500 applicants, leading to the formation of six couples. It was later featured in a KBS documentary.
A visitors shops for Buddhism-themed keychains during the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. Newsis
Experts say the Buddhist community’s proactive outreach has been a key factor in the religion’s resurgence in pop culture. Programs like temple stays and Buddhist talks have long existed, but the newer events — which feel more like festivals than religious ceremonies — have drawn in broader crowds by shedding the formal religious overtones.
Kim Doo-sik, a researcher at Dongguk University’s Communication Research Center, addressed this trend during a Buddhist missionary studies seminar in August 2024.
Hosted by the Jogye Order and Dongguk University at the Korean Buddhist History and Culture Memorial Hall in Seoul, the event emphasized how modern outreach should include relatable, socially relevant messaging.
“Among the nonreligious, outreach based on social messages led to more positive changes in attitudes toward Buddhism,” Kim said, noting that sharing relatable, real-life stories is a key tool for engagement.
Skiing Buddah T-shirt by Hipster Buddha was a popular item during the 2025 Seoul International Buddhism Expo. Courtesy of Hipster Buddha
Pop culture amplifies Buddhism’s reach
Media and entertainment figures have also played a role in popularizing Buddhist themes.
BLACKPINK’s Jennie released a song titled “ZEN” in January, referencing the Buddhist school of Seon. The song and music video contain numerous Buddhist concepts, including emptiness, non-self, meditation and lotus imagery. Jennie also released “Mantra,” another track referencing Buddhist teachings, last year.
In a separate media moment, IVE member Jang Won-young discussed the book “Buddha’s Words” by Japanese monk Ryunosuke Koike during an appearance on tvN’s “You Quiz on the Block.” She cited the book’s message about non-attachment as a source of comfort amid the pressures of her career.
Following the broadcast in mid-January, sales of the book reportedly surged by 29 times over the previous month, topping bestseller lists at major Korean bookstores by early February.
A scene from Jennie's "ZEN" music video / Captured from YouTube
Though some may view these trends as fleeting, others have expressed that deeper motivations may be at play, including a genuine desire to experience religious life through practices such as meditation or ordination.
A Christian office worker in her 20s who visited the recent expo said she was especially drawn to how Buddhism emphasizes inner reflection and the value of all life.
“Buddhism doesn’t push you to believe in a god — it encourages you to understand yourself. That really made me think,” she said.
“Its focus on the value of life is powerful ... The idea of reincarnation connects to vegetarianism, and ultimately it teaches us to respect lives we might otherwise overlook. That really resonated with me as someone who’s already vegetarian.”
A T-shirt featuring the Korean phrase for “Enlightened!” is displayed at the 2025 Seoul International Buddhism Expo at COEX in Seoul’s Gangnam District, April 5. Korea Times photo by Pyo Kyung-min
Still, the growing popularity of Buddhism among younger generations has prompted some introspection within the Buddhist community. Some wonder if the recent fascination is rooted more in novelty than true understanding.
Lee Sang-hoon, president of the Korea Association of Buddhist Professors, cautioned against over-celebrating the trend.
“The strength of Buddhism lies in its scriptures,” Lee said. “We should consider whether phenomena like 'NewJeansNim' or temple match-making events are serving merely as escape routes for disillusioned youth.”
Shin Jung-il, editor-in-chief of Hyunbul News, echoed those concerns.
“There’s a danger that people are only engaging with the surface of Buddhism,” Shin said. “We risk turning the Dharma into a trendy consumer item, losing sight of its deeper meaning.”
===
Vladimir Tikhonov
It means that S Korea is becoming very much as the rest of Euro-American rich world, where, for educated upper-middle classes, 'Buddhism' just rimes with yoga classes, some mindfulness training and a purchase of some fashionable books on Celtic druid spirituality. In other words, Buddhism is being CONSUMED - often by rather comfortable and bored people searching for some extra kicks. I remember Slavoj Žižek criticizing this latter-age "commercialized" Western Buddhism as a neoliberal abomination - and abomination it is, in a way. On the other hand, we in the Buddhist community are believers in upāya 方便 - the proverbial skillful means. If Blackpink's commercial use of Buddhist themes gives someone a chance to encounter the Four Noble Truths on the level of that sentient being's awareness - well, then we should welcome it and thank Blackpink girls for the job they do!
No comments:
Post a Comment