Famous Fortune Parlors Require Waiting or Reservations
Phone and Online Saju Readings Gain Popularity
"Letting Go of Bad Predictions as a Way to Ward Off Misfortune"
Lee Hyunseo, a 27-year-old office worker, recently paid 990 won online to have her New Year’s fortune read. She said, “With the new year, I wanted to get a sense of what the year ahead might look like and reflect on the overall direction of my life, so I decided to check my saju (Korean fortune) just for fun. The places with a reputation for accuracy are hard to book, so I opted for a simple online reading instead.”
Na Mo, a 29-year-old job seeker, also plans to check his New Year’s fortune. He said, “Every year at the beginning of January, I make it a tradition to get my New Year’s fortune read. They tell you about benefactors and accident risks for each month from January to December. I tend to accept the good interpretations and let the bad ones go, thinking of them as warding off misfortune.” He added, “It seems to help, especially during times when I feel anxious or troubled.”
With the arrival of the new year, the culture of checking saju or fortunes at the start of the year has become a New Year’s trend among Millennials & Gen Z. It is interpreted as one form of a “misfortune-warding culture,” where people try to ease anxiety and reassess their life direction as they begin the year.
Shops offering saju and fortune readings are also noticing a marked increase in young customers. At fortune-telling shops known for accurate readings, waiting in line or making a reservation is standard. In front of one such shop in Yongsan District, Seoul, people were already lining up in the early hours of January 14. The shop does not take reservations and serves around ten groups per day.
Compared to in-person fortune-telling sessions, which cost between 50,000 and 100,000 won per person, people often opt for phone or online saju readings just for fun, as they are more affordable and provide instant results. Choi Mo, a 25-year-old university student, said, “Since this year is the Year of the Red Horse, I checked my fortune for each zodiac sign and saju to make the most of the strong energy of the Byeongo year, using Naver’s simple New Year’s fortune service.”
Cultural critic Kim Heonsik commented, “Saju and fortune readings have become one of the motivational content types that people use to comfort themselves and get through a year when the future is uncertain and the economic situation is tough. Given the characteristics of Korean society, where it is less common to openly discuss worries or problems, people seek comfort through saju or fortune readings instead.”
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