"Buddhism Didn't Know It Could Be This Hip"... Unexpected Popularity at the Buddhist Expo

Preparing Unique Events to Capture the Attention of the MZ Generation

The 2024 Seoul International Buddhist Expo, ongoing since the 4th, is showing remarkable signs. As visitors flock in, the parking lot is reportedly already full. At the heart of this popularity is the MZ generation. This year’s expo, which promotes "Fun Buddhism," has prepared various unique events targeting younger audiences, and these efforts have clearly hit the MZ generation’s tastes.

'Newjin Sunim' (Comedian Yoon Seong-ho) Appearing at the Buddhist Expo [Image Source=Instagram]

'Newjin Sunim' (Comedian Yoon Seong-ho) Appearing at the Buddhist Expo [Image Source=Instagram]

On the 5th, the SETEC parking lot at Hakyeoul Station on Subway Line 3, where the Buddhist Expo is being held, was already reported to be full. The expo organizers sent a web message stating, "Due to limited parking space, the parking lot for visitors is continuously full, and we are directing vehicles to nearby parking lots," and requested, "For smooth viewing, please be sure to use public transportation when visiting."

[Image source=Online community capture]

The Buddhist Expo is a cultural event hosted by the Jogye Order of Korean Buddhism. This year’s event runs from the previous day, the 4th, until the 7th. It offers opportunities to experience various Buddhist cultures such as temple food, crafts, and art, but this year’s event is especially loved by the MZ generation.

Why has the MZ generation suddenly taken an interest in Buddhist culture? Behind this is the bold transformation of the Buddhist Expo. This year’s expo promotes "Fun Buddhism" and has prepared unique events that are likely to attract the younger generation’s interest.

[Image source=Online community capture]

Among them, the person who caught the MZ generation’s attention is the so-called "DJ Newjin Monk." This is an official program prepared by the Jogye Order, performed by comedian Yoon Seong-ho. The Dharma name "Newjin" means moving forward (進) in a new (New) way. He strikes brass bowls to EDM music and also encourages audience participation with enthusiastic service.

This unique expo stage spread through social networking services (SNS), gaining word-of-mouth popularity. Netizens responded positively, saying things like, "This Buddhist event seems to be a real hit," "I didn’t know Buddhism could be this hip," and "Isn’t this what a truly open religion looks like?"