Buddhism Rebooted: Healing, Humor, and Hype
Buddhism Rebooted: Healing, Humor, and Hype
“We went to experience ‘non-possession’… but ended up coming back with everything.”
This witty social media comment captures the mood of a surprising trend in Korea: the rise of what many are calling “Hip Buddhism.”
Once perceived as a solemn and traditional faith, Buddhism is now undergoing a cultural renaissance, drawing in crowds of young people who find comfort and even fun in its newly reinvented image.
The Rise of “Hip Buddhism”
The 2025 Seoul International Buddhist Expo, held from April 3–6 at COEX in Gangnam, drew over 200,000 visitors, doubling last year’s attendance and marking a record high.
Online pre-registration closed early with over 40,000 sign-ups, and on the day of the event, many were turned away due to capacity limits.
The overwhelming turnout is part of a growing wave of youth interest in Buddhism—not necessarily as a religion, but as a source of healing, wisdom, and aesthetic inspiration.
Themed “Find Your Enlightenment,” the expo featured 481 booths showcasing everything from upcycled crafts and plant-based foods to traditional rituals and meditation experiences.
Rather than presenting Buddhism through dense scriptures or rigid ceremonies, organizers adopted an engaging and playful approach that made the tradition feel fresh and accessible.
A New Look, A New Language
The expo became a hotbed of social media buzz, thanks to its clever integration of Buddhist themes into modern pop culture.
T-shirts and stickers bore slogans like “It’s not zoning out, it’s meditation,” “Paradise is Rock (極락도 락),” and “Everything changes (모든 것은 변한ㄷr),” blending ancient philosophy with meme-worthy humor.
Even the merch had a spiritual twist.
Recycled plastic keychains were named “Reincarnation of Plastic,” while informational pamphlets playfully mimicked sacred texts under the title “Buddhist Law (불법).”
One popular booth offered “well-ending” experiences, letting visitors try lying in a coffin dressed in a burial robe, symbolizing a peaceful acceptance of death.
Others offered monastic head-shaving simulations and Dharma name giveaways, inviting visitors to briefly “try out” the monastic life.
Monks joined the fun too. Some sold desserts with cheeky slogans like “A bite to Nirvana,” while another booth featured a cutout of a muscle-bound monk advertising plant-based milk.
Pop Culture Meets Dharma
The Buddhist revival among youth isn’t confined to expos.
It’s seeping into mainstream culture.
In January, pop icon Jennie released a song titled ZEN, inspired by Buddhist meditation, while IVE member Jang Wonyoung recommended the book Words of the Buddha, which quickly shot up bestseller lists.
One of the most visible symbols of “Hip Buddhism” is comedian Yoon Sung-ho, known by his alter ego “NewJeans-nim”—a pun combining the hit girl group NewJeans with the respectful suffix “-nim.”
Dressed in monk robes, he blends Dharma talks with stand-up comedy and EDM DJing.
His performances, especially at last year’s Buddhist Expo in Busan, drew praise for promoting Buddhism without preachiness or exclusion, welcoming everyone regardless of age, gender, or background.
“Seeing NewJeans-nim made me look up the Heart Sutra for the first time,” said Lee Yoo-jung, a 33-year-old office worker with no religious affiliation.
“Unlike other religions that push belief, Buddhism just invites you in. That’s what makes it different.”
Healing, Not Preaching
In a fast-paced, burnout-prone society, the wellness aspect of Buddhism resonates strongly with younger generations.
“Buddhism doesn’t force you to believe. It just says, ‘Come when you want, leave when you want,’” said 30-year-old Lee Eun-seo.
Another 19-year-old student, Choi Han-byeol, remarked, “Many of my friends are curious about Buddhism. Some go on temple stays. It feels like a healing space.”
This emphasis on well-being is at the heart of the growing popularity of Buddhist-themed dating events like Naneun Jeollo (I Go to the Temple).
Organized by the Jogye Order’s Social Welfare Foundation, the program brings singles together in a temple setting, mixing spiritual reflection with social bonding.
The first event of 2025, held in Hwagae’s Ssanggyesa Temple, received 1,332 applications for just 24 spots—up 41% from a similar event last November.
University Buddhist clubs are also on the rise.
At Dongguk University alone, 14 new departmental Buddhist clubs launched last year, engaging students through art, architecture, legal aid, and traditional ceremonies.
Young people are not just embracing Buddhism—they're adapting it to their own disciplines and lifestyles.
The Strategy Behind the Shift
Behind the movement is a stark reality: the Buddhist population is shrinking.
According to the Jogye Order, only 81 individuals received monastic ordination in 2023, down from 226 a decade ago.
A 2021 Gallup Korea poll found that just 16% of Korean adults identified as Buddhist, down from 22% in 2014.
To counter the decline, the Jogye Order is rebranding itself as a “young and energetic religion.”
Its goal is not just to preserve tradition, but to make Buddhism culturally relevant.
The Seoul Expo included RPG-style missions based on the Eightfold Path, allowing visitors to “level up” their spiritual journey in a gamified format.
“We didn’t want people to just read about Buddhism like a dry textbook,” said Jang Young-seop, head of the Buddhist newspaper and expo director.
“We wanted them to come and play.”
Jang added, “Buddhism has long been seen as old-fashioned and rigid.
But we believe it’s actually dynamic, innovative, and deeply relevant today.
To survive, Buddhism must circulate in culture like any other product—through interaction, creativity, and joy.”
A Quiet Revolution
This quiet, culturally savvy revolution in Korean Buddhism may not instantly create a surge in monastics or temple-goers.
But it is achieving something just as valuable: a rekindled curiosity and open-hearted engagement with a tradition once dismissed as outdated.
And if the growing crowds, viral merchandise, and heartfelt testimonials are any indication, “Hip Buddhism” is here to stay.
After all, as one visitor put it, “We went for ‘non-possession,’ but we came back fully possessed… by Buddhism.”
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