1 Everyone Says It’s Hip, So... The Seoul International Buddhism Exhibition

The Seoul International Buddhism Exhibition was extremely popular among Gen Z last year. This April, cumulative visitor numbers surpassed 200,000, setting a new all-time record. Driven by curiosity about “what exactly makes this so hip,” I went to see for myself. The sight of artisans carving Buddha statues caught the eye at the entrance; with monks present throughout the venue, COEX felt transformed into a temple. Strolling and reflecting, it naturally occurred to me that this exhibition’s secret to popularity was “mindfulness.”

One characteristic I noticed about the Buddhism exhibition was that you didn’t need to rush. When you got tired of browsing, you could sit at a tea vendor’s booth, and the booth owner would clean the tea set and brew you warm tea, allowing you to savor the drink while focusing on that moment. After finishing, you’d say “thank you for the tea,” and if you liked it, you could make a purchase. With various tea booths available throughout, you could rest whenever you wanted, simply following where your heart led you.
The experience programs were abundant. If you enjoy a lively atmosphere, consider heading to the stage event zone, where you can enjoy the excitement at Buddhist hymn performances that praise Buddha’s virtues. Conversely, if you preferred quiet time, you could find peace of mind through deep breathing at meditation booths. There were programs rarely encountered in daily life—such as AI monk experiences, singing bowls, and tea conversations with monks—ensuring there was never a dull moment.

Merchandise that allowed people to continue their mindfulness practices in daily life added to the exhibition’s popularity. Haetal Company, which created buzz last year with their “Enlighten!” t-shirts, showcased B-grade aesthetic t-shirts featuring Buddhist memes, such as “Sentient beings, I love you” and “Even Nirvana rocks,” which sold out on-site. Humorously crafted goods, such as “worry-wiping towels,” also won visitors’ hearts, making Buddhism more accessible and fun. Other brands also presented fashion items that incorporated Buddhist memes. It was an event that even non-Buddhists could enjoy.

2 A Paradise for Dinosaur Enthusiasts: The Dino Fan Expo

One of the charms of exhibitions is the ability to connect deeply with people who share the same interests. A perfect example was the Dino Fan Expo held in Daejeon. Dinosaurs are beloved across generations. Many people who were passionate about dinosaurs in childhood continue to love them well into adulthood. This exhibition hit the mark perfectly for such enthusiasts.

Posters reminiscent of the 1993 film Jurassic Park and promotional materials from the Ministry of Science and ICT generated buzz online, creating excitement even before the event began.
The on-site programs were incredibly diverse, ranging from the “Dinosaur Fan Olympiad” quiz competition, which selected the ultimate dinosaur knowledge champion, to open mic programs where people could discuss anything dinosaur-related. Experience booths were scattered throughout, offering activities that children could enjoy alongside their parents, such as dinosaur bone excavation and dinosaur cookie making.
A dinosaur photo exhibition was also held under the auspices of Dinosaur Boom (@dinosaurs_meme), which creates trending memes with dinosaur themes. While you might wonder, “How do you photograph extinct dinosaurs?”, enthusiasts’ imaginations proved limitless, presenting everyday photos featuring toy dinosaurs to AI-generated images.

The best part was the Dinosaur President election. A total of 12 dinosaurs ran as candidates, and visitors cast direct votes for their favorite dinosaurs. The result? Tyrannosaurus rex was elected to the presidential seat with a final vote share of 21.3%. This election was particularly popular because it went beyond a simple voting event to cleverly parody real elections. Campaign posters were created for each dinosaur candidate, complete with pledges about “what kind of dinosaur nation they wanted to create,” allowing visitors to experience the joy of participating in what felt like a real election.
Though extinct, dinosaurs seemed to come alive again through the imagination and affection of their fans. This event went beyond a simple display; it became a festival where the passion of dinosaur lovers converged.

3 The Essence of Text Hip: Seoul International Book Fair

Last June, the Seoul International Book Fair “The Last Resort” made headlines when approximately 150,000 tickets sold out in advance. The venue buzzed with energy as if all of Seoul’s twenties and thirties had gathered in one place. This exhibition wasn’t a first-time event this year. It began as a book festival in 1954 and has continued since, evolving into the International Book Fair in 1995.

Thanks to the recent “text hip” trend that has positioned reading as a cool cultural activity, the Seoul International Book Fair received abundant love from young readers. It was genuinely enjoyable to wander through the uniquely decorated booths of different publishers, discovering which publishers had produced books I loved, browsing new releases, and building my reading list.

What was particularly exciting were the books and merchandise available exclusively at the International Book Fair. Achimdal Books’ “Summer Language Dictionary,” which had generated buzz online with its summery cover design, made its debut at the book fair and proved so popular that the waiting line wrapped around the booth. Gimm-Young Publishers’ reading meme keychains sold out within an hour of opening, and Humanist’s “Becoming Human Thanks to Books” meme t-shirts also sold out early. There was a palpable sense of reading expanding beyond the mere act of consuming books into a lifestyle.
The Seoul International Book Fair, true to this year’s theme, was a time to find one’s own “last resort.” Wandering through the exhibition, I discovered something to cherish and depend on for living—whether it was books I wanted to read or reading merchandise that would lift my spirits just by owning them. I found a children’s book that would comfort my occasionally anxious heart.

4 But... Did You Make Reservations in Advance?

Exhibitions are becoming increasingly diverse, and visitor numbers continue to grow. Because of this, relying solely on on-site ticket purchases has become a somewhat risky choice. Last April, the stationery exhibition “Inventario,” hosted by 29cm, only admitted ticket holders who booked in advance, forcing many visitors to turn away disappointedly. This year’s Seoul International Book Fair, “The Last Resort,” also sold out all tickets during the booking period, creating an unfortunate situation where even regular annual attendees were unable to attend.
Exhibition ticketing might become even more competitive in the future. If there’s an exhibition you’re interested in, it’s wise to secure tickets in advance for peace of mind.