Archive · 29 Dec 2025
Buddhism Becomes 'Hip' Among South Korea's Gen Z
In South Korea, many young people in their 20s and 30s are finding Buddhism really cool and trendy.
They call it 'hip Buddhism.'
Big events about Buddhism had lots of visitors, and books about Buddhism are very popular.
A lady named Joo Yeo-jin is leading this trend.
She makes fun and stylish things like T-shirts and photo frames with Buddhist messages.
She also writes a funny book about Buddhist teachings.
Joo grew up in temples and had a hard time fitting in, but now she uses Buddhism to help others feel better.
She thinks Buddhism is 'hip' because it was modern even a long time ago, allowing everyone to practice together.
For young adults, this new way of looking at Buddhism helps them feel connected and gives them tools to handle life's stresses.
Buddhism is experiencing a resurgence among South Korea's younger generation, dubbed 'hip Buddhism.'
Buddhist expos in Seoul, Daegu, and other regions saw an annual attendance of 400,000 visitors, primarily from the 2030 generation.
Joo Yeo-jin, a 30-year-old CEO, is at the forefront of this trend, producing merchandise like 'Awaken' T-shirts and instant photo frames.
Joo's personal story and creative approach have made Buddhist expos feel more like pop-culture events, attracting large crowds and social media buzz.
Young adults are drawn to Buddhism's compassionate teachings and its modern interpretation, which offers a sense of belonging and tools for navigating contemporary life pressures.
- Who
- South Korea's Gen Z and younger adults, particularly those in their 20s and 30s
- What
- A resurgence of interest in Buddhism, referred to as 'hip Buddhism'
- When
- Currently, with significant events and trends observed this year
- Where
- South Korea, particularly in cities like Seoul and Daegu
- Why
- Young adults are drawn to Buddhism's compassionate teachings and its modern, creative interpretation, which offers a sense of belonging and tools for navigating contemporary life pressures
- Annual Attendance
- 400,000 visitors
- Target Age Group
- 20s and 30s
- Key Figure
- Joo Yeo-jin
- Company Product
- Awaken T-shirts, instant photo frames, and other merchandise
- Book Title
- Awaken! Self-Nirvana Project to Overcome 108 Types of Worldly Desires
- Joo's Age During Enlightenment
- 28
- Buddhist Expos Locations
- Seoul, Daegu, and other regions