Seoul Buddhist Expo Transforms Ancient Faith into a Modern Lifestyle Brand

Everything the MZ generation seeks — what’s “hip” and a sense of peace — converged at the Seoul International Buddhism Expo, where recent efforts to repackage Buddhism in a trendier way for younger audiences have reached a peak this year, though not without criticism.

 

Judging by the number of preregistered visitors, which surpassed 50,000 for the first time, as well as the substantial crowds seen at the 14th edition of the expo in Gangnam District, southern Seoul, on Thursday — which runs through Sunday — the approach appears to be working.

 


Even before the gates opened at 10 a.m., a large crowd had already formed. By early afternoon, the venue — home to 430 booths — was so packed that visitors could barely move without brushing past one another. The young women were the most visible.

 

Visitors line up to enter the 2026 Seoul International Buddhism Expo held at COEX in Gangnam District, southern Seoul, on the morning of April 2. [NEW1]

The shift from an event traditionally attended by older Buddhists to one now drawing a much younger crowd reflects a broader effort by the expo’s organizer, the Jogye Order of Korean Buddhism, in recent years to reposition the religion in a more contemporary way — presenting it as a lifestyle that intersects with design, fashion and wellness to appeal to younger generations. This year, that effort leaned even further into trend-driven elements.

 

 


Buddha — a new aesthetic motif

 

Much of the expo’s appeal lay in how Buddhist concepts were translated into everyday experiences, drawing even from K-pop culture.

 

At one corner, visitors sipped lotus lattes in Buddha-themed cup holders, posing beside a life-size Buddha standee while holding “photo cards” featuring the Buddha that came with their drinks — just like at a K-pop idol birthday cafe, where fans decorate the space with photos and goods to throw a birthday party for their favorite star.

 

Photo cards, a staple of K-pop fandom, are small, collectible cards bearing the photos of entertainers.

 

A monk poses with a Buddha standee at a Buddha-themed birthday cafe held at the 2026 Seoul International Buddhism Expo[WOO JI-WON]

“Like idol birthday cafes that young people enjoy, we are hosting birthday cafes for the Buddha
at this year’s expo,” said cafe planner Park Joo-hyun, who introduced cuter Buddha characters and themed menus to do “everything that an idol cafe does.”

 

But the real crowd magnets for young people were the merchandise booths, where Buddhist ideas and symbols were reinterpreted through modern design — often in playful, humorous ways that resonated with everyday life.

 

Haetal Company, a brand founded by the daughter and son of Venerable Taehyeon, a Buddhist monk, offered everything from key-cab key rings and stickers to towels and underwear, incorporating stylized Buddha imagery and messages of calm and self-reflection. Its denim monk pants sold out by midafternoon.

 

Visitors browse merchandise featuring Buddhist motifs at a booth at the 2026 Seoul International Buddhism Expo. [WOO JI-WON]

A Buddha-themed keycap key ring sold at a booth at the 2026 Seoul International Buddhism Expo. [WOO JI-WON]

“Our booth is four times bigger than last year, so we can accommodate more visitors,” said Haetal Company’s cohead Joo Hyeon-woo. Still, demand outpaced capacity — queue numbers were distributed, and all 1,000 had already been claimed by 3 p.m.

  

This shift toward “lifestyle Buddhism” was also evident in booths that were less expected. A crowd gathered around a booth selling
moktak — wooden percussion instruments traditionally used by monks — as they lined up to test each one and find their preferred sound.

 

“No two trees are the same, and because each piece is handcrafted, no two moktak sound alike, just like people,” said Ahn Jin-seok, owner of the Youngcheon Moktak. 

 

Visitors tap moktak to compare their sounds [WOO JI-WON]

Interest in moktak, once largely confined to temples, has grown steadily since 2024, said Ahn.

 

“Until about three years ago, visitors in their 40s to 60s made up around 70 percent. But now, people in their 20s and 30s account for nearly 70 percent.” The shift, he added, reflects rising interest in self-discipline and mental well-being among young people, with even non-Buddhists and temple-goers purchasing moktaks for personal use.

 

That same curiosity extended to other booths offering temple-inspired scents, meditation books and art, which played a role in reshaping perceptions.

 

Digital illustrations of Buddha by artist Kim Baek-seoul [WOO JI-WON]

Art booths displayed unconventional interpretations of Buddhist imagery, including pastel-toned digital illustrations of the Buddha.

 

“I draw Buddhist illustrations in a fairytale-like style, hoping they can reach people in a warmer and friendlier way,” said artist Kim Baek-seoul. “My work conveys that the Buddha exists within us. That I, too, can be a Buddha.”

 


 


Buddhism meets everyday concerns

 

Beyond merchandise and branding, the expo also created opportunities for visitors to engage with Buddhism in ways closely tied to their everyday lives.  

 

Venerable Haeyoung offers “Dhamma Talk” consultations during the expo. [WOO JI-WON]

Today, whether Buddhist or not, many seek advice and guidance from monks grounded in centuries-old teachings of mindfulness and self-reflection.  

 

Venerable Haeyoung offered guidance on topics ranging from personal concerns to philosophical questions about
gong, or emptiness. The appeal laid in the accessibility of engaging with Buddhist thought in a casual, open-ended way.

 

Reflecting the concerns of many young visitors, particularly women, Venerable Yeonwoo offered physiognomy readings, dubbed “plastic surgery consultations,” which drew long lines.

 

“I asked whether I could improve my fortune through makeup instead of plastic surgery,” said Moon Chae-young, a 25-year-old who attended the event with a friend. “The monk said everything was good overall, but that my nose was ‘weak,’ meaning my back or heart could be weak. She advised me to breathe with my mouth closed so that good energy comes in and bad energy goes out.”

 

Moon, who is not Buddhist, said that while the consultation was comforting, the expo itself also exceeded her expectations. “Being here feels healing, and I find it easier to approach people, so it’s been more enjoyable,” she said.

  

A meditation session offered by a 69-year-old yoga instructor. [WOO JI-WON]

Nearby, quieter spaces offered short meditation sessions, where participants sought moments of stillness amid the crowded venue while learning meditation.

  

The most striking transformation, however, unfolded outside the convention hall at Bongeunsa Temple nearby. What was once a communal sharing of Buddhist teachings was adapted into a nighttime program of digital visuals and EDM performances.

 

At 7 p.m., just past the temple’s Jinyeo Gate, the temple grounds resembled a small-scale EDM venue. After a monk’s short chanting of the Heart Sutra, a DJ took the stage, immediately shifting the mood from quiet reflection to high-energy rhythm.

 

An EDM performance takes place as part of the Seoul International Buddhism Expo at Bongeunsa Temple on April 2. [WOO JI-WON]

People move to EDM beats during the EDM performance that took place as part of the Seoul International Buddhism Expo at Bongeunsa Temple on April 2. [WOO JI-WON]

Lasers sliced through the air as screens flashed contemporary Buddha illustrations, with a Buddha figure spinning through bursts of color. Though the music — including tracks such as KiiiKii’s “404 (New Era)” and Jennie’s “Like Jennie” (2025) — was far from traditional or Buddhist, the visuals and temple setting preserved a distinctly Buddhist atmosphere. Rapper Woo Won-jae, who identified himself as a Buddhist, followed with a set that even had explicit lyrics.

 


Mixed views

 

Not everyone, however, is fully comfortable with the shift.

 

“Programs are clearly becoming more focused on what young people enjoy,” said Venerable Hyunseung, who was conducting meditation sessions at the event. “It’s not disappointing yet, but if it leans too far, it could be.”

 

Visitors practice meditation in an enclosed space using headphones at the expo on April 2. [WOO JI-WON]

Online, some Thread users also expressed disappointment, saying that even with efforts to lower barriers, the approach had gone too far, making it difficult to feel the religion’s depth and authenticity. One Thread post criticized the growing focus on merchandise, saying traditional elements such as temple food and conversations with monks were becoming less central, garnering some 200 likes.

 

Still, Venerable Hyunseung acknowledged the upside.

 

“It’s encouraging to see people asking questions about ’emptiness’ and leaving with a deeper understanding,” the monk said. “In that sense, this expo can go beyond religion and become a gateway to improving one’s life.”

 

Visitors browse merchandise featuring Buddhist motifs at a booth at the 2026 Seoul International Buddhism Expo. [WOO JI-WON]

Some Buddhists who attended the event also believe the expo’s increasingly trendy turn was a positive shift. Jeong Ji-yeon, 26, who grew up influenced by her grandmother’s temple visits, returned this year with a friend.

 

“Buddhism wasn’t really considered mainstream among young people before, but in recent years it has become a religion that younger generations can access more easily, which I personally think is a good thing.”

BY WOO JI-WON [[email protected]]