[Hot Trend] These Days MZ Generation Is Hooked on 'Buddhist Items'...

Comfort Found in Buddhist Goods and Memes by the MZ Generation
Popularity Driven by Freedom and Inclusivity

The popularity of Buddhist goods continues among the younger generation. Many from the MZ generation (Millennials + Generation Z) feel that Buddha or Buddhist teachings, when incorporated into modern designs, come across as both familiar and fresh.

Notice of High Demand for T-Shirts Featuring Buddha Design. Instagram Screenshot.

Since the Seoul International Buddhist Expo held from the 3rd to the 6th, shopping malls selling Buddhist goods have been flooded with orders. At one shopping mall, T-shirts featuring 'Surfing Buddha' and 'Skiing Buddha' are popular. At another, T-shirts with phrases like 'Paradise is Rock' and 'Enlightenment' are bestsellers. Some shopping malls are even taking pre-orders to resell stickers with 'Buddhist memes' such as 'DON'T Be Worry, BE Bodhisattva' and 'Break Free from Samsaric Thinking.'

MZ generation consumers say they find comfort by consuming the Buddhist messages embedded in these goods. Gaon Han, a 23-year-old university student, recently purchased a T-shirt that reads 'Buddha, What Makes Us Human?' and postcards with Buddhist teachings about 'anxiety.' Han said, "I'm glad that 'Buddhist memes' are emerging, making complex religious ideas easy to digest," adding, "It feels like they heal and comfort the things that are troubling me right now."

Chun Ji-yeon, 26, who recently attended the International Buddhist Expo and pre-ordered T-shirts, said, "I became interested in Buddhism after trying easy-to-eat temple food, and the scent of incense at temples makes me feel at peace," adding, "I like the inclusive and autonomous culture."

Buddhist item purchased by Han Gaon (23). There is a T-shirt with the question and answer "Buddha, what makes us human?" written in English. Provided by the individual.

Vendors selling Buddhist goods are feeling the heat of soaring sales. Joo Hyun-woo, CEO of Haetal Company, said, "We saw potential at last year's Buddhist Expo, and this year, as fun Buddhist brands emerged, popularity increased even more," adding, "Sales have skyrocketed." Joo said, "The start of Buddhist goods was making T-shirts that could show Buddhism in a fun way to help my father, who is a monk," and added, "I'm happy that people finally recognize the freedom and fun of Buddhism."

Industry insiders hope that through Buddhist goods, people will keep Buddhist philosophy close in their daily lives. Son Myo-kyung, CEO of Approach, which sells 'Hipster Buddha T-shirts,' said, "Like me, who feels peaceful when visiting temples, I know there are many 'non-religious people close to Buddhism,'" adding, "I want to create 'Buddhism that anyone can easily enjoy.'" He said, "'Hipster Buddha' came out by interpreting the teaching that 'anyone can become Buddha' in our own style."

Buddhist goods sold at Haetal Company (right), operated by Juhyunwoo, and Hipster Buddha (left), operated by Son Myogyeong. Instagram capture.

Experts analyze that Buddhism's emphasis on individual satisfaction aligns well with the tendencies of today's youth. Cultural critic Kim Heon-sik said, "Young generations have many tasks and high goals, but in a low-growth society, it's difficult to enjoy wealth or status," adding, "This aligns with the Buddhist worldview focused on everyday happiness and fulfillment." He also noted, "The low level of control or restriction in doctrines or activities is another factor in its popularity."

Popular culture critic Jung Deok-hyun said, "What Wonhyo Dae-sa dreamed of was a Buddhist culture that blends with the masses, and the Buddhist community's efforts to get closer to the public meet the young generation's thirst for hip culture, creating synergy," adding, "There is an aspect where young people want to escape urban life stress, competition, and complexity, which fits well with Buddhism."