In South Korea, Buddhist leaders are employing innovative methods to engage younger generations and revive interest in the religion amid a global decline in Buddhist adherents. Centered in Seoul, initiatives range from contemporary cultural events to new merchandising efforts designed to present Buddhism in a modern, relatable way.
The Jogye order, South Korea’s largest Buddhist sect, has launched a variety of activities aimed at attracting youth. These include matchmaking events modeled on popular television dating shows, all-night dance parties featuring Buddhist themes and hip-hop performances, and overnight "temple stays" that combine vegetarian meals with meditation practice. These measures coincide with rising attendance at events like the recent Seoul International Buddhist Expo, which drew a record 250,000 visitors to its latest edition.
Central to the campaign is a lighthearted branding effort symbolized by images of the Buddha reimagined as a youthful figure—depicted blowing bubble gum, wearing headphones as a DJ, or engaging in everyday activities like exercising and riding the subway. This figure, dubbed the "Bubble Gum Buddha," is intended to symbolize the accessibility and universal appeal of Buddhist teachings, according to the Venerable Seongjin, a senior monk who established the Buddhz shop in Seoul that sells related merchandise.
The matchmaking program, created by the Venerable Myojang, has gained unexpected popularity, with hundreds applying for limited spots in each event. Participants are carefully vetted based on personal character, and organizers report a relatively high success rate in forming couples, a notable development in a country struggling with one of the world’s lowest birth rates.
The movement emerges amid broader social shifts in South Korea. Younger generations, unlike their predecessors who were driven to material success and ambitious career goals, are reportedly seeking inner peace and emotional well-being. “They’re looking for true happiness in the heart,” Myojang explains, framing Buddhism as offering what material wealth alone cannot provide.
Nevertheless, the “hip Buddhism” trend faces some resistance. Traditionalists express concerns over the commercialization and modernization of religious symbols. A particularly controversial episode involved the ordination of a robot monk named Gabi by the Jogye sect, which drew criticism from established monks who warned that such actions risk reducing the religion to mere performance.
Moreover, despite the cultural enthusiasm, concrete growth in monastic numbers remains limited. The Jogye order reported only 99 new novices in 2025, marking the fifth consecutive year of declines below one hundred. Scholars caution that while younger people may embrace the cultural facets of Buddhism, whether this translates into a lasting spiritual commitment is uncertain.
As South Korean Buddhism adapts to contemporary cultural currents, its leaders appear to be balancing innovation with tradition in an effort to ensure the religion’s relevance in a rapidly changing society.