With more than 15,000 businesses, the fortune-telling industry in Korea is growing strongly. The Nonhyeon Ward area, Gangnam, Seoul, with the highest density of fortune-telling spots, has become a "holy land" for those seeking advice from psychics.
There are 285 fortune-telling spots within a 2.45-kilometer radius. This area surpasses other notable "hot spots" such as Yeokchon in Eunpyeong County with 214 spots, and Sindang and Dongmyo areas with 193 spots each. The combination of history, culture, and convenience has made these places an attractive destination. However, in addition to traditional fortune-telling spots, online fortune-telling services are also growing in popularity, especially among young people.
Gangnam is not only a symbol of wealth and modernity but also a unique spiritual and cultural center.
The customers of these places are usually people of high social status, they come to seek advice on career, love and life. With high-class services and luxurious space, fortune telling shops in Nonhyeon have met the most demanding requirements of customers.
To meet the needs of high-class customers, fortune-telling shops in Nonhyeon have created a private, discreet space, far from the traditional image of noisy fortune-telling markets. Not hanging red or white flags is a way to affirm this difference.
According to statistics, the number of magicians and fortune tellers in Korea has reached more than 1 million people, increasing rapidly in the past 10 years.
A 60-year-old shaman in Nonhyeon said: "North of the Han River, fortune-telling markets are scattered in many areas, but in the south, Nonhyeon is the only place where fortune-telling shops are concentrated. I only see customers by appointment, if someone comes without an appointment, I chase them away." When asked about her income, she said: "I earn about 150 million won ($113,000) a year. When I'm not consulting with customers, I spend my time praying."
However, the fortune-telling industry in Nonhyeon, considered a spiritual “paradise”, is facing unprecedented challenges. Increasingly fierce competition, coupled with rising rent costs, has left many fortune-tellers struggling to stay in business. In addition to pressure from real estate prices, fortune-tellers in Nonhyeon also face competition from online fortune-telling, mobile apps and social media platforms. This makes attracting customers more difficult than ever.
Koreans tend to rely on fortune telling when they encounter problems in life.
In South Korea, fortune-telling is booming online, especially among people in their 20s and 30s. Live streaming is one of the main formats, where they offer free content to generate interest and then encourage viewers to pay for more in-depth advice. The demand for YouTube channels of fortune-tellers and shamans is so high that video production companies are benefiting.
A small table and a few plastic chairs nestled inside a tent measuring just over 1 square meter are always ready to welcome guests to "discover the future".
As the fortune-telling industry grows, young shamans have found new ways to adapt to the modern world. In areas like Hongdae, frequented by millennials and Gen Z, fortune-telling cafes have sprung up, often offering tarot card readings and horoscopes. Some are even run by shamans who have received their spiritual calling. These cafes are relatively easy to join, with some allowing customers to select their favorite decks through kiosks.
In the hustle and bustle of Seoul, finding peace and answers to life's questions is something many people desire. And fortune telling is one way to meet that need. No matter how society changes, belief in spirituality always exists in the minds of Koreans.
