Saju is having a big moment in Korea, and young people are leading it. In a 2026 survey of 1,200 Koreans aged 13 to 69, 62.3% said they had used fortune-telling services. Interest in saju or tarot was highest among teenagers (71.5%), people in their 20s (68.0%) and 30s (67.5%), compared with 41.5% of people in their 60s.
So what’s going on? The short version: uncertainty is high, phones make fortunes easy to find, and saju gives people a warm, structured way to talk about themselves.
Here’s a closer look at the numbers and the reasons behind them.
The numbers at a glance
The figures come from Embrain Trend Monitor’s “2026 Fortune-Telling Perception Survey,” reported by the Seoul Economic Daily on April 9, 2026. The survey asked 1,200 men and women aged 13 to 69 across the country.
| Question | Result |
|---|---|
| Have used fortune-telling services | 62.3% |
| Encounter fortune-telling more often in daily life | 47.8% |
| Interested in saju or tarot: teens / 20s / 30s / 60s | 71.5% / 68.0% / 67.5% / 41.5% |
| Encountered fortune content in the past year: 20s / 30s | 71.0% / 52.5% |
| Have actually used a service: 30s / 20s | 72.0% / 70.0% |
The generational gap is striking. Among the youngest groups, fortune-telling isn’t fringe at all. It’s a normal part of life, sitting somewhere between self-care and entertainment.
Reason 1: relieving anxiety
When the survey asked why people use fortune-telling (multiple answers allowed), the top reason was “relieving anxiety,” at 54.2%. “Gaining direction” followed at 33.8%, and “simple curiosity” at 32.1%.
The article quoted experts who see the boom as an expression of structural anxiety among young Koreans. Job worries, housing instability and an uncertain future pile up, and some of the demand for reassurance flows outside official systems and toward fortune-telling.
A 31-year-old office worker in the article described tarot this way: the cards “don’t give you the answer, but they help you sort out what’s already in your heart.” That captures a lot of the appeal. People aren’t necessarily looking to be told what to do. They want a structured moment to think.
Reason 2: it lives on their phones
Young Koreans no longer need to find a shop down an alley. Fortune content comes to them. In the same survey:
- YouTube was the most common channel for fortune content, at 60.4%.
- Social media came next, at 38.6%.
- OTT streaming platforms followed, at 34.0%.
By content type, shamanic entertainment shows were the most preferred at 62.7%, followed by short-form horoscope content at 47.9% and YouTube tarot at 45.3%.
Streaming has turned fortune-telling into prime-time entertainment. The Disney+ show “Destiny War 49” features shamans and fortune-tellers practicing spirit divination, saju and tarot. It became popular with younger viewers and at one point topped daily entertainment rankings. According to the report, some of the featured fortune-tellers are now booked until 2029.
One moment from the show even spilled into real life. After a fortune-teller called Yeonjudae on Gwanaksan Mountain a “lucky spot,” young hikers surged there, and a “Yeonjudae Challenge” appeared on social media.
Reason 3: saju is a shared language
Saju isn’t only a private ritual. In Korea it’s also social vocabulary. Friends compare their ddi (띠, zodiac animal). Couples joke about their gunghap (궁합 宮合, compatibility). People ask each other what their day master is the way others might swap personality types.
Saju gives you a whole vocabulary for talking about yourself: five elements, ten stems, twelve animals, ten-year chapters. That makes it great for group chats and first dates. It’s a playful way to say, “Here’s how I see myself, how about you?”
Books have joined in too. The report noted that fortune-telling and shamanic books have repeatedly made bestseller lists at major Korean online bookstores.
Reason 4: it feels rooted
Saju has been practiced in Korea since at least the Goryeo dynasty (918–1392), and it’s traditionally consulted before big life steps such as marriage and career changes. For young people surrounded by fast-moving trends, that history offers something steady.
It’s also distinctly Korean in flavor. The words, the customs and the food metaphors belong to Korean everyday life, even though the four-pillar system itself came from the wider East Asian tradition. Enjoying saju can feel like connecting with grandparents’ culture on your own terms.
Most people keep it in perspective
Here is the reassuring part. When asked how they treat fortune-telling results, 73.3% of respondents said they “only take advice worth hearing as reference.”
Not everyone draws the line in the same place, though. 19.9% said the results “actually reflect my life,” and 18.3% said they had made important decisions based on fortune-telling results. Experts quoted in the article warned that blind dependence can weaken people’s own decision-making, and argued that the deeper fix is a stronger social safety net for young people.
That matches SajuBunny’s view. Saju works best as a mirror and a conversation starter. It’s lovely for reflection. It’s not a substitute for your judgment, a counselor, a doctor or a financial advisor.
A healthy way to join the trend
If you’re curious, here’s how to enjoy saju the way most young Koreans seem to:
- Treat it as reference. Keep the insights that ring true and skip the rest.
- Watch how you feel. If a reading makes you more anxious, step back. It’s meant to be fun.
- Share it. Saju is at its best as a conversation with friends.
- Keep big decisions grounded. Use real information for jobs, money, health and relationships.
FAQ
How popular is saju among young Koreans?
Very. In Embrain Trend Monitor’s 2026 survey of 1,200 Koreans aged 13 to 69, interest in saju or tarot reached 71.5% among teens, 68.0% in their 20s and 67.5% in their 30s. Among people in their 60s it was 41.5%. Overall, 62.3% of respondents said they had used fortune-telling services at some point.
Why do Koreans use fortune-telling?
In the 2026 survey, the top reason was “relieving anxiety” at 54.2%, followed by “gaining direction” (33.8%) and “simple curiosity” (32.1%); respondents could choose more than one. Experts linked the trend to job worries, housing instability and an uncertain future, which push some young people to look for reassurance outside official support systems.
Where do young Koreans find saju content?
Mostly online. YouTube was the leading channel at 60.4%, followed by social media (38.6%) and OTT streaming (34.0%). Shamanic entertainment shows were the most preferred format, and the Disney+ show “Destiny War 49,” featuring spirit divination, saju and tarot, drew a young audience and at one point topped daily entertainment rankings.
Do Koreans actually believe their saju?
Most keep it light. In the 2026 survey, 73.3% said they only take advice worth hearing as reference. A smaller group felt more strongly: 19.9% said results reflect their lives, and 18.3% had based important decisions on them. For many, saju is closer to a reflective hobby than a belief system.
Try it with the Moon Rabbit
Want to see what the fuss is about? Get a free saju card in about 30 seconds, no sign-up needed, and check today’s fortune for a daily dose. The Moon Rabbit keeps things warm, curious and never spooky.
Saju is a cultural tradition, not a science. SajuBunny readings are for fun and self-reflection, not professional advice.