South Korean young adults are increasingly using nostalgic children's toys and modern Buddhist practices to manage chronic stress [1, 2].
This trend reflects the psychological toll of South Korea's highly competitive education and employment systems. As youth face relentless pressure to succeed, they are seeking mental "detox" and relaxation through unconventional outlets [2, 3].
In Seoul, toy markets have seen a surge in young adults purchasing items such as colorful keycaps and "maruran-i" squishy toys [1, 2]. These tactile objects serve as portable stress-relief tools for those entering the workforce. One customer said that touching these toys makes them feel very happy and that they need to touch them often [1]. Another customer said that touching a maruran-i helps them calm down whenever they feel tense at work [1].
Parallel to the toy boom is a rise in "hip Buddhism," where traditional spiritual practices are modernized for a younger generation [2, 3]. This movement has transitioned from spiritual practice into a commercial trend, with Buddhist-related merchandise becoming fashionable among youth [3].
The influence of global pop culture has further accelerated this spiritual trend. An industry analyst said that orders for hip-Buddhist merchandise increased 30-fold [3] following an endorsement by the group BTS [3]. This spike demonstrates how celebrity influence can bridge the gap between ancient traditions and modern youth consumerism [3].
Together, these phenomena highlight a broader shift toward "healing" culture. Whether through the tactile comfort of a child's toy, or the mindfulness of a modernized faith, South Korean youth are actively constructing personal coping mechanisms to survive a high-pressure society [1, 3].
“"Touching a maruran-i helps them calm down whenever they feel tense at work."”
The simultaneous rise of 'kidult' consumerism and modernized spirituality suggests a systemic failure in traditional South Korean stress-management structures. By blending nostalgia with faith, young adults are creating a third space for mental health that exists outside the rigid expectations of the corporate and academic worlds.
