As economic and employment outlook worsens, young Koreans seek bite-sized bits of luck online
Published: 17 Apr. 2026, 12:38
![From left: An Instagram reels featuring the face of Samsung Electronics Chairman Lee Jae-yong; Other reels sharing good luck based on frequencies [SCREEN CAPTURE]](https://koreajoongangdaily.joins.com/data/photo/2026/04/17/1c5b7a88-c3fc-4536-8bb4-23ec26113f88.jpg)
From left: An Instagram reels featuring the face of Samsung Electronics Chairman Lee Jae-yong; Other reels sharing good luck based on frequencies [SCREEN CAPTURE]
An Instagram reel featuring Samsung Electronics' Executive Chairman Lee Jae-yong has racked up more than three million views since its release, drawing attention not out of brand loyalty but from viewers hoping for a bit of luck — and possibly extra cash.
Amid an unstable economy and a strained job market, a growing number of young Koreans are actively engaging in practices believed to carry “good energy” or turning to fortune-telling known as saju.
It appears that Koreans are not chasing dramatic reversals of fate as in the past, but are engaging in efforts to accumulate small doses of everyday luck, rendering such practices into a form of “routine shamanism.” People are seemingly gaining a sense of comfort and control and hope for little gains in their income.
Lee Hye-min, a college student, recently received a short-form video from friends titled “frequency boosting financial luck.” The clip featured mystical music alongside an image of Samsung's Lee placed on a cosmic golden background image with bundles of 50,000 won ($33) bills on it.
Frequency refers to the rate at which alternating electric currents or electromagnetic fields oscillate. Some Koreans appear to believe that these invisible currents can bring them good luck.
“Although I didn’t really believe in it, it indeed lifted my mood for a moment,” Lee told the JoongAng Ilbo. “Exchange of so-called ‘luck memes’ has settled in as play.”
The clip quickly surpassed 3 million views on social media platforms. The content featuring an image of Chairman Lee appears to have originated from Samsung Electronics’ recent record-breaking performance. The company recently announced a quarterly operating profit of 57.2 trillion won for this year's first quarter.
The reel has earned around 169,000 likes and has been shared 248,000 times as of Wednesday afternoon.
Similar formats soon followed, including those dubbed, “a frequency that helps you leave work early,” “a frequency for a successful concert ticket purchase” and “a frequency for attaining great scores.”
![Mount Gwanak in Seoul is seen crowded with climbers in early March. [LEE GYU-RIM]](https://koreajoongangdaily.joins.com/data/photo/2026/04/17/55054149-5e78-451c-816d-386c1ddb129b.jpg)
Mount Gwanak in Seoul is seen crowded with climbers in early March. [LEE GYU-RIM]
Beyond screens and phones, people are venturing around sites believed to be auspicious.
The lobby of Grand Hyatt Seoul, nestled in Mount Namsan, has reportedly been bustling with visitors who believe that the venue carries strong “fire energy,” which is associated with luck for bringing work opportunities.
After shaman Park Sung-joon made remarks, “Visit Mount Gwanak when suffering from a streak of bad luck” on the talk show “You Quiz on the Block” (2018-), visitors in their 20s and 30s flocked to the mountain. Some had to reportedly wait 30 minutes to an hour in line to take photos near the summit.
Such behavior appear to have stemmed from young Koreans' increased interest in the unpredictable realm of chance, which they believe cannot be changed by rational decisions. This may be because some of the tangible information about their futures is not that positive.
For instance, Korea has seen a continuing decline in youth employment for straight 41 months since November 2022, according to the Ministry of Data and Statistics. Compared to last month, the number of employed Koreans aged 15 to 29 fell by 147,000. The employment rate slipped by 0.9 percentage points to 43.6 percent. The unemployment rose slightly by 0.1 percentage points to 7.6 percent.
In January, the Data Ministry also announced that about 717,000 Koreans in their 20s and 30s did not partake in economic activities last year, an increase of 26,000 persons compared to 2024.
“Navigating an era where issues of job insecurity, housing instability, war and economic crisis are intertwined, young people have begun to see there are aspects of their lives that cannot be explained by individual effort alone,” said Park Jun-young, representative of trend consulting company CrossIMC.
![People look at employment information at a public center in Mapo District, western Seoul, on April 15. [NEWS1]](https://koreajoongangdaily.joins.com/data/photo/2026/04/17/7f1e3b2b-976f-4f38-bae1-f8b5fa078104.jpg)
People look at employment information at a public center in Mapo District, western Seoul, on April 15. [NEWS1]
Because of this, behaviors aimed at attracting luck have evolved into many different forms.
At the onset of spring on the lunar calendar, known as Ipchun, social media was flooded with posts advising people to clean their home entrances, avoid large expenses and not dine alone to invite good fortune for the year.
Saju and the principles of yin-yang are increasingly viewed as tools for understanding oneself. Among younger office workers, online services offering saju readings for about 900 won per session have gained popularity.
“I used to ask ChatGPT about saju just for fun, but paid sites feel more accurate,” said a marketer surnamed Lee. “They offer features like compatibility analysis and selecting auspicious dates, and they’re affordable, so I recommend them to others.”
While curiosity about superstitions, such as saju, is not new, people’s engagement patterns have changed. In the past, such practices were occasional and tied to major life events. However, people have brought the element into their everyday routines.
![Modern variations of aekmagi, a traditional object meant to ward off bad energy and invite good fortune [JOONGANG ILBO]](https://koreajoongangdaily.joins.com/data/photo/2026/04/17/79e4256e-9054-4982-a5b7-ddfaa895dc67.jpg)
Modern variations of aekmagi, a traditional object meant to ward off bad energy and invite good fortune [JOONGANG ILBO]
The act of gathering luck has also extended into consumption. Items such as five-element bracelets said to complement one’s energy, or talisman-like goods placed on desks at school or work, are gaining popularity.
In interior design, a trend called “luckterior” has emerged. While shamanistic beliefs once emphasized taboos and prohibitions, they are now reinterpreted as aesthetically pleasing, everyday items bringing luck.
A notable example is aekmagi, a traditional object meant to ward off bad energy and invite good fortune. It, redesigned into a cute figure, has become a housewarming or wedding gift. Transactions of aekmagi pollack reached 2,080 in December of last year, jumping 39 percent from the same period in 2024, according to Kakao Commerce, operator of gift services on the nation's leading messenger platform KakaoTalk.
The concept of “bringing luck” thus translates into an action of self-affirmation that is aimed at self-improvement and success.
“The idea of gathering luck reflects a desire to restore self-affirmation and a sense of control in an uncertain reality, while also serving as a language of comfort through which people encourage one another,” consultant Park said.
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY LEE SO-JIN [[email protected]]
with the Korea JoongAng Daily
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