Is It Because of Jeollo·NewJeans...? 'Hip Buddhism' Popular in Bookstores

Buddhism-Related Books Attract Attention in Bookstores

If there is a religion that has recently become a hot topic among young people, it is undoubtedly 'Buddhism.' Described as MZ (Millennial + Generation Z) style, they visit Buddhist expos and buy goods. New monks like NewJeans who rearrange Buddhist doctrines into EDM and the couple matching temple stay 'Naneun Jeollo' targeting unmarried men and women in their 20s and 30s are also attracting the interest of the younger generation.

On the afternoon of the 8th, at BEXCO, a Buddhist scripture EDM DJing party by Monk Newjin (comedian Yoon Seong-ho), the official ambassador of the '2024 Busan International Buddhist Expo' and the messenger of 'Hip Buddhism,' is taking place.
[Photo by Yonhap News]

This growing interest in Buddhism seems to be spilling over into bookstores. On the 27th, Yonhap News reported that books related to Buddhism are gaining attention in bookstores. A representative book is the 'Heart Sutra.' The sales of the 'Heart Sutra,' which condenses the core of the 'Prajnaparamita Sutra,' the root of Mahayana Buddhism, into about 260 characters, have noticeably increased.

According to Yes24, sales of Heart Sutra-related books among the 2030 generation during this summer (June 1 to August 20) rose by 31.9% compared to the same period last year. In particular, 'Ven. Beopryun's Heart Sutra Lecture,' which explains the Heart Sutra in a way accessible to the general public, increased by 58.6% compared to the same period last year.

Books such as Ven. Beopjeong's 'Find the Real Me' and 'Be Happy by Yourself,' as well as Ven. Beopryun's 'It's Good As It Is Now' and 'Mom's Class,' also increased by 47.1% compared to the same period last year (January 1 to August 20). Meditation books like 'Choyeok Buddha's Words,' which concisely reinterpret Buddha's teachings in modern language, have also gained popularity through word of mouth. This book was published last May and has been ranked within the top 20 comprehensive bestsellers for nine consecutive weeks since its release.

Buddhist books including Beopryun Sunim's Heart Sutra [Photo by Yes24]

The novel 'Siddhartha' by Hermann Hesse, which sheds light on Buddha's life, is also receiving attention. It has gained recognition among young people after more than 20 years since its first publication in 2002. Although it is a classic mainly read by older readers, the proportion of 2030 generation readers among purchasers (based on sales from Minumsa, Munhakdongne, and Munye Publishing) reached 45.9%.

Previously, the original source of the Buddhist syndrome, 'Naneun Jeollo,' recently showed a participation competition rate exceeding 70 to 1 in the Naksansa edition.

The Buddhist community is also putting effort into proselytizing the younger generation and is introducing self-produced programs. The Jogye Order of Korean Buddhism is focusing on artificial intelligence (AI) content as a means to attract the MZ generation. At the 2024 Seoul International Buddhist Expo held last April, they showcased a chatbot named 'Maaebucheonim AI' that consults users on their concerns at the exhibition hall. The response was positive, so they plan to expand the service area and enable access via the internet regardless of location.

This content was produced with the assistance of AI translation services.