"'Buddha Chewing Gum T-Shirts'—Is This Right?... 'Not Non-Possession, But Disrespect' 'Why So Commercialized?' [K-Holic]"

Buddhist Goods Like T-shirts Featuring Buddha with a Smartphone Gain Popularity

Seoul International Buddhist Expo Draws 250,000 Visitors, Marking an All-Time High

"Our Goal Is to Convey Buddhist Values to Younger Generations"

Editor's NoteInterest in Korean culture is rapidly growing worldwide. Korean-related products and content, such as K-Food and K-Beauty, are permeating the daily lives of overseas consumers far beyond niche enthusiast groups. [K-Holic] highlights the global 'Korean wave' phenomenon and examines why international consumers are paying attention to Korea.

On April 2, 2026, the opening day of the 2026 Seoul International Buddhist Expo, the COEX Exhibition Hall in Gangnam-gu, Seoul, was bustling with visitors. Photo by Yonhap News Agency

Korean Buddhism is attracting the attention of international media as it transforms into a so-called 'hip religion' targeting younger generations through expos and robots. While a variety of modern reinterpretations of Buddhism—such as trendy goods and temple stay experience programs—are drawing interest from Generation Z and foreigners, there are also concerns that the fundamental value of Buddhism, which emphasizes 'non-possession,' could be undermined.

"Robots and DJs at the Forefront... K-Buddhism Gains Popularity as a Hip Trend"

A postcard featuring a statue of Buddha. Seungso website

Recently, AFP News Agency published an article titled "As Korean Buddhism Targets Generation Z, How Hip Is Too Hip?" spotlighting the evolving landscape of Korean Buddhism. The outlet reported, "In Korea, where secularization is progressing rapidly, Buddhism is regaining popularity among Generation Z through hip trends such as festivals, fashion, robots, and DJs."

In particular, a shop selling Buddhist goods has opened near a temple in Seoul. This store offers T-shirts featuring Buddha looking at a smartphone, miniature Buddha statues, prayer bead bracelets, and more. Additionally, products that reinterpret Buddhism in a modern way—such as a postcard depicting Buddha blowing bubble gum—are also attracting attention. The postcard reads, "Blow it. Pop it. Forget it."

These modern reinterpretations of Buddhism have sparked interest among younger generations. The 2026 Seoul International Buddhist Expo, held this past April, attracted a record 250,000 visitors—the highest attendance in the 14-year history of the expo, and an increase of about 50,000 from last year. Of the visitors, 73% were Millennials & Gen Z in their 20s and 30s, and 48% reported having no religious affiliation. The expo featured not only conversations with monks but also a 'Heart Sutra Emptiness Party,' combining hip-hop and DJ performances, which drew strong interest from young attendees.

There is also a growing demand for direct Buddhist experiences. According to the outlet, tens of thousands of Koreans and foreigners participate in temple stays every year—eating temple food, helping with temple work, and practicing meditation—experiencing Buddhism as a form of cultural content.

Some Express Concerns about Undermining the Essence of Buddhism... Foreigners React in Their Own Ways

On May 16, ahead of Buddha's Birthday, the 2026 Lotus Lantern Parade proceeded from Heunginjimun Gate to Jogyesa Temple in Jongno-gu, Seoul, with robot monks Gabi, Seokga, Mohui, and Nisa participating together. Photo by Yonhap News Agency

However, some have raised concerns that the essence of Buddhism, which emphasizes 'non-possession,' could be compromised. Controversy also continues over the modernization of Buddhism. Last May, during the ordination ceremony for Gabi, a humanoid artificial intelligence (AI) robot monk, some criticized it as a violation of religious sanctity. Ven. Jeongnyeom, chief monk of Woljeongsa Temple, also expressed concern last month, stating, "Conducting an ordination or dressing AI in monk's robes reflects a lack of deep insight into the AI era," and warned that "the Buddhist community is becoming overly focused on performance."

Foreigners' reactions to K-Buddhism are also varied. Teja Manabotula, a 34-year-old tourist from Canada, said, "It's much more commercialized than I expected." Marvin Jang, a 19-year-old tourist from Germany, said that curiosity about Buddhism was one of the reasons for visiting Korea, but after seeing the marketing strategies targeting young people, he added, "I can understand how some people might find it disrespectful."

In response to these changes, the Jogye Order of Korean Buddhism explained that it is an effort to broaden its connection with younger generations. Ven. Myojang, spokesperson for the Jogye Order, told AFP, "Young people are changing the way they communicate with religion," and added, "We have been working to communicate in ways that understand and empathize with their current circumstances."

Regarding the use of robots as tools to convey Buddhist teachings, he said, "We are fully aware of the risks and plan to establish clearer guidelines on what the boundaries are." He added, "Our goal is to convey the values of Buddhism to the public, especially to the younger generation who normally do not visit temples."

Bryan Somers, professor of Buddhist Studies at Dongguk University, said that religions have always adapted to changing times. He commented, "As long as the core teachings of Buddhism are maintained, 'hip Buddhism' is simply a form of Buddhism adapted to the era."

This content was produced with the assistance of AI translation services.