As South Korean Buddhism woos Gen Z, how hip is too hip?

Buddhism is experiencing a resurgence in South Korea, particularly among Generation Z, through a strategy that incorporates modern trends like festivals, fashion, and DJs. This approach aims to make the ancient faith more accessible to a younger, increasingly secular population. Stores like Buddhz are selling contemporary merchandise featuring Buddhist imagery, such as a Buddha figure scrolling on a smartphone or in a relaxed pose on a postcard. While this "hip" image appears to be working, attracting young people and boosting attendance at events like the Seoul International Buddhist Expo, some express concerns about the potential for commercialization to overshadow the religion's core tenets.

“

It’s a lot more commercialised here than I expected.

Despite the static number of self-identified Buddhists, a 2025 survey indicated Buddhism is viewed favorably among various belief systems in Korea. The popularity of Buddhism-themed tourism and "temple stay" retreats, which offer a monastic experience, is also growing. These retreats are sometimes combined with cultural events, including concerts and the International Expo, which features prayer sessions, opportunities to interact with monks, and even electronic dance music sets. A 23-year-old Buddhist university student, Sun Min-ji, believes the "hip" image is beneficial, lowering barriers for entry and drawing in more young individuals.

“

I believe there is absolutely nothing wrong with this ‘hip’ image of Buddhism, as it lowers the barrier to entry and attracts many young people.

However, critics warn that the religion's emphasis on non-attachment to material possessions could be compromised by consumerism. An editorial in the Buddhist newspaper Hyunbulnews suggested that if Buddhism is merely adopted for its "good image," its trendiness might be short-lived. The Jogye Order, South Korea's primary Buddhist order and a key proponent of this modern approach, seeks to make religion more "approachable." Spokesman Monk Myojang stated that they are adapting to how younger generations engage with religion, aiming to communicate in ways that resonate with them. The order faced criticism when a humanoid robot "monk" participated in a ceremony, sparking debate about the integration of technology and tradition.

“

If Buddhism is consumed merely as a ‘good image’, its newfound hipness may prove to be little more than a passing trend.