NewJeans as EDM DJ Sparks Interest, Attracting 250,000 Visitors to Buddhist Expo

Jay, who portrays the monk character “NewJeansnim” created by comedian Yunseong, performing as an EDM party DJ has propelled Buddhism to become a cultural icon among MZ generations. The Seoul International Buddhist Expo attracted 250,000 visitors, a significant increase from 100,000 in 2024 and 70,000 in 2023.

Jay’s activities began in 2023. Yunseong, who previously used the character “Iljinsnim,” received the Dharma name “NewJeansnim” at Jogyesa Temple of the Korean Buddhist Jogye Order in November of that year. “Newjin” combines the English word “NEW” with the Hanja character “jin,” meaning “to move forward anew every day.” After serving as an EDM party DJ at a lantern festival celebrating Buddha’s birth in May 2023, he released digital single albums titled “Buddha Hands Up” and “Kingdom of Pure Land.”

Jay truly established himself among the public at the “2024 Seoul International Buddhist Expo” held in April 2024. He performed a DJ set titled “The Kingdom of Pure Land Is Music” at the “EDM Buddhist Sutra Remix DJ Networking Party” during the expo. Wearing religious robes and headphones while shouting phrases like “This too will pass,” “Kingdom of Pure Land,” and “Buddha Hands Up,” he dominated social media platforms, receiving enthusiastic responses from attendees who said it was “more fun than clubs” and that it “helped eliminate mental stress.” Jay has been invited to perform not only in South Korea but also overseas in places such as Taiwan and Hong Kong.

A clear indication of the expo’s transformation is the rise in young visitors. The proportion of attendees aged 10 to 30 surged from 23.3% in 2023 to 77.7%. Visitors expressed satisfaction, saying things like “There are many excellent experience booths and merchandise,” and “It was great because of its freshness and variety.” Merchandise sales were also booming, with items such as T-shirts featuring the message “I Realized It!” and the witty product “Buddha Hands Up” selling out instantly. The phrase “This too will pass” has even evolved into a meme used by people facing painful situations like failing exams or working overtime.

The Jogye Order welcomed this trend with an open mind. Jinu, the head of the Jogye Order, met with Jay in person, thanked him for playing a significant role in introducing a new, youthful version of Buddhism to young people, and presented him with headphones and prayer beads as gifts. The expo demonstrates that Buddhism is transforming into a cultural platform that captivates MZ generations beyond mere religious practice.