A major Buddhist exhibition that opened in Seoul on April 4 has unexpectedly captured the enthusiasm of young South Koreans. (Photo: a screenshot from the 2024 Seoul International Buddhism Expo’s official Instagram account)
SEOUL, Apr. 8 (Korea Bizwire) – A major Buddhist exhibition that opened in Seoul on April 4 has unexpectedly captured the enthusiasm of young South Koreans, with an influx of social media reviews causing the event’s official website to crash from overwhelming traffic.
The 2024 Seoul International Buddhist Expo, hosted by the Jogye Order of Korean Buddhism from April 4 to 7 at the SETEC convention center in Seoul’s upscale Gangnam district, aimed to present an “entertaining Buddhism” through around 350 booths showcasing Buddhist art, crafts, monk robes, temple cuisine and other cultural elements.
A Rat on Its Back, a merchandise sold at BEXPO 2024 (Photo: a screenshot from @towoorang’s Instagram account)
However, it is the expo’s concerted efforts to appeal to millennial and Gen Z audiences that has proven to be a surprise hit this year. Video clips from a DJ performance on opening day by comedian Yoon Sung-ho, known as the “New Jeans Monk,” went viral across Korean social media.
According to attendees’ posts, the “EDM Buddhist Remix DJ Networking Party” saw the monk enthusiastically chanting phrases like “This too shall pass!” and “Birth in the Pure Land!” over pulsating dance beats as crowds cheered along raucously.
Other youth-oriented programs generating buzz include an AI Buddha providing life counseling, a simulated near-death experience allowing visitors to reflect on life from inside a coffin, and booths selling trendy merchandise like plush mice toys and T-shirts emblazoned with phrases like “I Love All Beings” and “Enlightenment!”
A T-shirt emblazoned with the phrase, “I Love All Beings” (Photo: a screenshot from @keenon0130′s X account)
“Religions often seem solemn, but this expo made Buddhism very approachable,” said an individual referred to only as Lee, 25, who attended on April 4. “There was lots of Buddhist art produced in unique styles, unlike the traditional sculptures and paintings I’m familiar with – it was delightful.”
“The near-death simulation was definitely the most fascinating for me,” added Lim Soo-bin, 27. “It seemed the social media promotion was well done, as there were people from all age groups coming to enjoy everything.”
Now in its 12th year, the annual Seoul Buddhist expo continues the Jogye Order’s efforts to promote their faith, particularly among younger demographics.
Lina Jang (linajang@koreabizwire.com)
