The 2025 Seoul International Buddhism Expo, held from 3–6 April at the COEX Convention & Exhibition Center and Bongeun-sa Temple in Seoul’s Gangnam District attracted more than 200,000 visitors—a record in its 45-year history. This year’s expo, themed “Find Your Enlightenment! (With the Eightfold Path),” was aimed at making Buddhist teachings more accessible to younger audiences, and notably 76 per cent of the 40,000 pre-registrations were from individuals in their 20s and 30s.
According to one expo official, “The enthusiastic participation of young generations and non-believers proved the festival’s growing mainstream appeal. We’re now preparing for regional expansions and aiming to elevate this event into a global Buddhist cultural festival.” (The Korea Post)
Notably, the expo featured performances by DJ NewJeansNim, who blends electronic dance music with Buddhist chants, drawing considerable attention from younger attendees. The infusion of Buddhist themes into South Korean pop culture has further amplified interest among youth.
Jennie, a member of the globally renowned K-pop group BLACKPINK, released a solo track titled “ZEN” in January. The song incorporates Buddhist concepts such as meditation and enlightenment, with its music video featuring lotus flower imagery, symbolizing purity and spiritual awakening. This artistic choice has been interpreted as a modern reinterpretation of traditional Korean culture, resonating with a global audience.
Similarly, Jang Won-young of the girl group IVE recommended the book Buddha’s Words by Japanese monk Ryunosuke Koike during an appearance on the television show You Quiz on the Block in January. Following her endorsement, the book experienced a 76-fold increase in sales, climbing to the top of bestseller lists at major Korean bookstores. Jang cited the book’s teachings on non-attachment as a source of comfort amid the pressures of her career, highlighting the growing influence of Buddhist philosophy among young celebrities and their fans.
The rise of social media-savvy Buddhist influencers has played a pivotal role in making Buddhism more accessible to the younger generation. Ven. Beomjeong, also known as Kkotsnim or “flower monk,” has garnered a substantial following on Instagram by sharing insights into the Buddhist teachings and monastic life. His approachable demeanor and online presence challenge traditional perceptions of monastic austerity, making the Buddhist principles more relatable to contemporary audiences.
While these modern approaches have successfully attracted younger individuals to Buddhism, they have also sparked discussions within the Buddhist community regarding the balance between tradition and innovation. Some practitioners express concern that the integration of pop culture elements may dilute the profundity of the Buddhist teachings.
The president of the Korea Association of Buddhist Professors, Lee Sang-hoon, questioned the connection to popular culture. “The strength of Buddhism lies in its scriptures,” Lee said. “We should consider whether phenomena like NewJeansNim or temple matchmaking events are serving merely as escape routes for disillusioned youth.” (The Korea Times)
The editor-in-chief of the Hyunbul News website, Shin Jung-il, echoed these concerns: “There’s a danger that people are only engaging with the surface of Buddhism. We risk turning the Dharma into a trendy consumer item, losing sight of its deeper meaning.” (The Korea Times)
Conversely, others argue that such adaptations were essential for Buddhism’s relevance in a rapidly evolving society. This dialogue underscores the dynamic nature of Buddhism in South Korea as it navigates the interplay between preserving tradition and embracing contemporary cultural trends.
A researcher at Dongguk University’s Communication Research Center, Kim Doo-sik, suggested: “Among the nonreligious, outreach based on social messages led to more positive changes in attitudes toward Buddhism.” (The Korea Times)
In recent years, South Korea has witnessed a notable resurgence of interest in Buddhism among younger people. This renewed engagement is attributed to innovative approaches by Buddhist institutions and the integration of Buddhist themes into contemporary pop culture.
See more
The 2025 Seoul International Buddhism Fair Hosted by the Jogye Order of Korean Buddhism is being held (Maeil Business Newspaper)
Over 200,000 visitors celebrate buddhist culture at the 2025 seoul international buddhism expo (The Korea Post)
Spirituality gets trendy: Why Korea’s younger generation vibes with Buddhism (The Korea Times)
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