Propagating Religion as Culture: The Quandaries of Buddhism’s Cultural Success in Modern South Korea

This paper explores the reframing of Buddhism as ‘culture’ amid its growing popularity in South Korea. Recent Buddhist events like DJ NewJeansNim’s Lantern Festival performance and the Seoul International Buddhism Expo have attracted immense public attention despite declining interest in organized religion. Notably, both non-Buddhist audiences and Buddhist organizers increasingly describe Buddhism as a ‘culture’ rather than ‘religion.’ This study examines how the categories of religion and culture are being understood in post-COVID South Korea, the consumerist impetus behind articulating Buddhism as culture, and the tension that arises when organized Buddhism engages in propagation within this climate. I argue that the concept of culture operates on two main levels: as a consumable form of popular culture and as national heritage. While this strategy enhances Buddhism’s visibility, it also raises questions about the intersection of propagation and consumerism, ultimately highlighting the fluid and contested nature of religion in contemporary, non-Western societies.