Buddhist goods continue to gain popularity among young people. Many in the MZ generation (Millennials + Generation Z) say that Buddha figures and Buddhist teachings incorporated into modern designs feel both familiar and refreshing.

Since the Seoul International Buddhism Expo held from the 3rd to the 6th, online stores selling Buddhist goods have been flooded with orders. At one shop, T-shirts featuring "Surfing Buddha" and "Skiing Buddha" are especially popular. Another store's bestsellers include T-shirts with phrases like "Paradise is Rock" and "Awaken." Some shops are taking pre-orders to re-release stickers with Buddhist memes such as "DON'T Be Anxious BE Bodhisattva" and "Break Free from Samsaric Thinking."

Notice of Overwhelming Orders for T-Shirts Featuring Buddha Image. Instagram Capture.

원본보기 아이콘

MZ generation consumers say they find comfort by consuming the Buddhist messages embedded in these goods. Han Gaon, a 23-year-old university student, recently purchased a T-shirt that reads "Buddha, What Makes Us Truly Human?" and a postcard with Buddhist teachings about anxiety. Han said, "I'm glad that 'Buddhist memes' are emerging, making it easier to digest what used to be difficult religious concepts," adding, "It feels like they help heal and comfort the things that trouble me now."

Cheon Jiyeon, 26, who recently attended the International Buddhism Expo and pre-ordered a T-shirt, said, "I became interested in Buddhism after trying temple food that's easy to eat, and the scent of incense at temples makes me feel at ease," adding, "I'm drawn to the inclusive and autonomous culture."

Buddhist goods sellers are feeling the surge in popularity through soaring sales. Joo Hyunwoo, CEO of Haetal Company, said, "I saw the potential at last year's Buddhism Expo, and this year, with more fun Buddhist brands emerging, the popularity seems even higher," adding, "Sales have skyrocketed." Joo added, "I started making Buddhist T-shirts to help my father, who is a monk, and to present Buddhism in a fun way. I'm happy that people are finally recognizing the freedom and fun of Buddhism."

원본보기 아이콘

Buddhist goods sold at Haetal Company operated by Hyunwoo Joo (right) and Hipster Buddha operated by Myokyung Son (left). Instagram capture.

원본보기 아이콘

Industry insiders hope that Buddhist goods will help people incorporate Buddhist philosophy into their daily lives. Son Myokyung, CEO of Approach, who sells "Hipster Buddha T-shirts," said, "I know there are many people like me who are 'spiritually close to Buddhism' even if they don't formally practice it," adding, "I want to make Buddhism something anyone can easily enjoy." Son explained, "The idea that 'anyone can become a Buddha' inspired us to create the 'Hipster Buddha' in our own style."

Experts analyze that the characteristics of Buddhism, which emphasize personal satisfaction, align with the tendencies of today's youth. Cultural critic Kim Heonsik said, "Young people have a lot to do and high goals, but in a low-growth society, it's hard to attain wealth or status," adding, "The Buddhist worldview, which focuses on happiness and fulfillment in daily life, resonates with them." Kim also noted, "The lack of control or restrictions in Buddhist teachings and practices is another reason for its popularity."

Pop culture critic Jung Deokhyun said, "What Monk Wonhyo dreamed of was a Buddhist culture that blended with the masses, and the Buddhist community's efforts to reach out to the public are creating synergy with young people's thirst for hip culture," adding, "The desire of young people to escape urban stress, competition, and complexity fits well with Buddhism."