'Yangseokgiwon' Neologism Trend, Pilgrimage Included... Concert 'Myeongdang Talisman' Popular in Japan

Japanese MZ Generation Slang 'Yangseokgiwon'
Popular from Gentleman Pilgrimage to Amulets

Recently, among Japan's MZ generation (Millennials + Generation Z), the so-called 'Yangseok Giwon (良席祈願)'?wishing for winning prime seats at idol concerts or performances?has become a buzzword. A pilgrimage course to shrines believed to increase the chances of winning prime seats has emerged, and 'lucky seat amulets' have gained popularity, revitalizing related industries.

A talisman for Yangseok's prayer sold at Tower Records. (Photo by Tower Records website)

According to the Nihon Keizai Shimbun (Nikkei) on the 19th, 'Yangseok Giwon' has recently become a trending term among Japan's MZ generation. In Korean terms, it means hoping to win the 'front row center seats' at concerts. Unlike Korea, where prime seats are more expensive, many venues in Japan operate on a lottery system. If you win, you can attend the concert, but the seat allocation is entirely left to chance. Nikkei explained, "Even if fans are willing to pay any amount of money, they cannot secure their desired seats, so a culture of relying on the gods has emerged."

As a result, pilgrimage spots for winning prime seats have appeared. The Kurumazaki Shrine in Kyoto is a representative example. This shrine has a place dedicated to the 'god of performing arts.' The goddess Amenouzume, who appears in Japanese mythology, is enshrined here. The famous story tells how, when the sun god hid in a cave plunging the world into darkness, Amenouzume danced outside to attract attention and eventually brought the sun god back. Every year, famous Japanese singers, actors, and other entertainers frequently visit this shrine to offer their prayers.

For these reasons, this place has become a must-visit spot for fans before concerts. A shrine official said, "When wishes are fulfilled, people pick up stones, wash them clean, write words of gratitude, and return them to the shrine along with amulets. Many also write down the details of the winning tickets."

Japan's major record company Tower Records has even partnered with this shrine to release winning amulets. Tower Records introduced the 'Tower Records Fan Activity Amulet (タワレコ推し活お守り),' available in eight colors so fans can choose one that matches their favorite entertainer. Inside the amulet pouch is a paper talisman written at Kurumazaki Shrine, and the back has space to insert a cut-out photo of the entertainer. A protective cover for the amulet is also available for purchase.

Because these amulets reflect the earnest wishes of fans praying for good seats, they have become hugely popular. Nikkei reported, "Since its release, the amulet has received such a strong response that it sold out immediately upon arrival."