COEX in Samseong-dong, Gangnam-gu, Seoul, where the 2026 Seoul International Buddhism Expo opened, was packed with long lines before the 10 a.m. opening on Saturday. Visitors queued in "open run" fashion to snag Buddhist goods and merchandise. The line showed no sign of shrinking even past 3 p.m. Most visitors were from the MZ generation — millennials and Gen Z — with a notably high proportion of women. The scene underscored the growing "hip Buddhism" craze sweeping the country.
Baek Chae-hyun, a 20-year-old college student, said, "I don't believe in Buddhism, but I came to the expo after seeing it on social media. I had a stiff image of Buddhism, but after visiting, I found a lot of popular goods and felt a sense of peace."
