‘Hip Buddhism’: How South Korea’s Gen Z is turning faith into a lifestyle (Source: Freepik)
Buddhism is experiencing a resurgence among South Korea’s younger generation, who are calling it ‘hip Buddhism.’ According to The Chosun Daily, for many in their 20s and 30s, Buddhism is no longer a distant or solemn practice; it has become a form of content, a cultural trend, and a source of solace.
“This year, Buddhist expos held in Seoul, Daegu, and other regions saw an annual attendance of 400,000 visitors, primarily from the 2030 generation,” it mentioned, adding that popular books on Buddhism, including one reportedly read by Jang Won-young of K-pop girl group IVE, stayed on bestseller lists throughout the year.
At the forefront of this trend is 30-year-old CEO Joo Yeo-jin, who is dubbed the “idol of the Buddhist world.” Joo’s company has tapped into youth culture, producing ‘Awaken’ T-shirts with playful typography, instant photo frames, and other merchandise that resonated with Generation Z.
She is also releasing a humorous copybook of Buddhist scriptures titled Awaken! Self-Nirvana Project to Overcome 108 Types of Worldly Desires. Her creative approach has made Buddhist expos feel more like pop-culture events than traditional religious gatherings, with lines stretching outside venues and social media buzzing with content from her booths.
Joo’s personal story sheds light on why younger adults are drawn to Buddhism today. Her father became a monk when she was seven, and she grew up in temples, performing 108 bows as punishment at home. As a child, she felt like an outsider at school due to her unusual upbringing. Later, she struggled to find her place in the workforce.
Joo believes that young people today are drawn to Buddhism’s compassionate teachings because many feel the weight of low self-esteem. At 28, The Chosun Daily reports that she experienced what she calls a moment of “sudden enlightenment” (don-o), deciding to pursue what she truly wanted. This led her to create music and perform as a DJ at Buddhist expos, bridging tradition with modern expression.
When asked why Buddhism is considered “hip” among her peers, Joo told The Chosun Daily, “Historically, material wealth has always been society’s value, but Buddhism began when a prince abandoned everything and became a monk. From a time when class systems were rigid, Buddhism, where women and slaves practised together, was already hip.”
In South Korea, Buddhism has evolved from a traditional spiritual practice into a lifestyle trend for Gen Z, combining humour, creativity, and mindfulness.
For many young adults, this modern interpretation offers both a sense of belonging and a tool for navigating the pressures of contemporary life, all while keeping the ancient wisdom surprisingly relevant.