"This too shall pass. This too shall pass. If you overcome suffering, you will live in paradise!"

Cheers poured out as the monk, dressed in a Buddhist robe, took to the stage set up under the name of "Gukrak (paradise) is also Rock.” The place turned into a concert hall as NewJeansNim DJed an EDM (electronic dance music) song and chanted, "Paradise, Paradise, Paradise."

The video, which went viral online, captured the scene of the Seoul International Buddhist Fair, which opened on April 4 at the Seoul Trade & Exhibition Convention Center in Gangnam-gu, Seoul. A special performance by comedian Yoon Sung-ho, who is also known as NewJeansNim, was the center of attention. It was said that there was a long lineup of people to enter the venue even on the 7th, the last day of the fair.

The fair received a great response by boldly combining it with the culture of the younger generation in line with the theme of "Fun Buddhism." The Buddhist fair, organized by the Jogye Order of Korean Buddhism, has presented various contents, such as Buddhist crafts, art, temple food, and clothing to promote Buddhist culture.

At this year's fair, which marks its 12th anniversary, various goods and experience programs went viral on social networking services (SNS), gaining popularity among non-Buddhist people.

T-shirts and stickers printed with so-called Buddhist memes, such as "Enlightenment!" "Gukrak is also Rock," and "Stop Suffering,” were sold out early. There was also a long line of waiting at booths offering counseling about becoming a Buddhist monk and deathbed experience. Mr. Jin (27), an office worker who has no religion, said, "I wanted to buy the popular 'Japajin Rat' ceramic goods, but I was disappointed that they were sold out," adding, ""The cute and witty merchandise made it easy and fun to accept Buddhism."

Some felt that "Buddhism has become hip" as people in their 20s to 30s made up the main audience at the fair. Ms. Kim (25), who visited the fair on the 4th, said, "I'm not a Buddhist, but I have always been interested in Buddhism.” She added, “This year, I felt that the image of Buddhism has become 'hip' as contents that could attract young people’s interest, such as DJ parties and various crafts, went viral." People’s affinity for Buddhism has been increasing every year. According to the survey conducted by Korea Research in November last year, people’s favorability toward Buddhism was 52.5 points out of 100, up 5.4 points from a year earlier.

There is also an interpretation that the Buddhist fair wins the sympathy from people in that it goes beyond simple fun culture and comforts modern people who are under a lot of stress. "I was under huge stress, but I remember a monk at one of the talk shows at the fair saying, 'Happiness comes with unhappiness, and unhappiness comes with happiness,'" said Ms. Lee (28), an office worker. "The words 'this too shall pass' helped me to stop worrying and comfort myself."

Kim Heon-sik, a cultural critic, said, "The younger generation is enjoying Buddhism for its healing qualities, noting that it frees them from obsession and meritocracy that are the mainstays of modern life.”