In a surprising cultural shift, Buddhism is witnessing a remarkable revival among South Korea's Generation Z, who are rebranding the ancient faith as 'hip Buddhism.' This movement is transforming a traditionally solemn spiritual practice into a vibrant source of content, cultural identity, and personal solace for young adults in their 20s and 30s.
The Face of a Modern Movement: Joo Yeo-jin
At the forefront of this contemporary spiritual wave is 30-year-old CEO Joo Yeo-jin, often celebrated as the "idol of the Buddhist world." Her innovative company has masterfully blended Buddhist philosophy with youth culture, creating products that resonate deeply with her generation. Her merchandise line includes popular 'Awaken' T-shirts featuring playful typography and instant photo frames, making spiritual themes accessible and fashionable.
Joo's creative vision extends to publishing, with the release of a humorous copybook of Buddhist scriptures titled Awaken! Self-Nirvana Project to Overcome 108 Types of Worldly Desires. Her approach has fundamentally changed the atmosphere of Buddhist events. Expos in cities like Seoul and Daegu now resemble buzzing pop-culture festivals, with long queues of young attendees and social media feeds flooded with content from her interactive booths.
From Personal Struggle to National Phenomenon
The scale of this trend is significant. Buddhist expos in Seoul, Daegu, and other regions attracted an annual attendance of 400,000 visitors in 2025, with the majority belonging to the '2030' generation (people in their 20s and 30s). The trend is also visible in literature, where popular books on Buddhism, including one reportedly read by IVE's K-pop star Jang Won-young, consistently topped bestseller lists throughout the year.
Joo Yeo-jin's personal journey offers insight into why this trend is gaining momentum. Her father became a monk when she was just seven years old, leading to an unconventional childhood spent in temples, where performing 108 bows was a form of punishment. This unique upbringing made her feel like an outsider at school, and she later faced challenges finding her place in the professional world.
Ancient Wisdom for Modern Anxieties
Joo believes today's youth are gravitating towards Buddhism's compassionate teachings as an antidote to widespread feelings of low self-esteem and societal pressure. At the age of 28, she experienced a pivotal moment of "sudden enlightenment" (don-o), which empowered her to pursue her true passions. This epiphany led her to create music and perform as a DJ at Buddhist expos, seamlessly bridging ancient tradition with modern modes of expression.
When asked about Buddhism's newfound 'hip' status among her peers, Joo provided a historical perspective. "Historically, material wealth has always been society's core value," she explained to The Chosun Daily. "But Buddhism began when a prince abandoned everything to become a monk. In an era of rigid class systems, Buddhism, where women and slaves practised together, was inherently progressive and hip."
Ultimately, in South Korea, Buddhism is evolving from a purely religious practice into a comprehensive lifestyle trend for Gen Z. This modern interpretation, infused with humour, creativity, and mindfulness, offers young adults a sense of community and practical tools to navigate the complexities of contemporary life. It proves that ancient wisdom can find a profoundly relevant and resonant place in the digital age.
