"Your card is full of trees. In tarot, trees mean money or a woman. It seems your son recently made a close opposite-sex friend, so you should keep an eye on it so it doesn't interfere with his studies."
When a woman asked about her son's academic fortune and drew a card, the tarot master interpreted it this way. The cards on the table were colorfully illustrated with animals, mountains, the moon, and fire. It was a so-called "Eastern tarot" that grafted the West's traditional tarot system with the East's I Ching, four pillars of destiny, and traditional folktales.
The tarot master scanned the card images and continued the consultation without hesitation. The reading also suggested the son was considering applying to the arts and physical education track rather than engineering. The woman receiving the consultation nodded and looked back at the cards.
◇ From weekday mornings, an "open run"… more than 10,000 advance reservations
On the 28th, the "1st Fortune Fair" was held at Exhibition Hall 2 of the aT Center in Yangjae, Seocho District, Seoul. In the 4,254-square-meter space—about 1,287 pyeong, half the size of a soccer field—176 booths were packed in for consultations, experiences, and merchandise sales. There were about 150 experts in fields such as tarot, four pillars of destiny, and fate theory.
On the first day of the event, a line about 30 meters long formed at the exhibition entrance from the morning. The number of advance reservations for the Fortune Fair, which runs through the 31st, is more than 10,000. An event official said, "We thought it would be quiet on a weekday morning, but more visitors came than expected."
The venue was arranged clockwise with consultation booths, experience booths, and product booths. Visitors bought coupons priced at 10,000 won per session and then used the consultation booth they wanted. Signs in front of each booth indicated the primary consultation specialties.
The booths ranged from familiar four pillars readings and tarot consultations to aromatherapy and image consulting. Some specialized in career concerns or personal finance consultations.
An astrologer specializing in four pillars readings said, "In the past, there were many consultations about love and marriage, but these days there are also many inquiries about buying real estate or stocks," adding, "To give effective consultations, studying related fields is essential."
There was also "pet tarot," which explores a companion animal's psychology and health. Pet tarot counselor A said, "Many dog owners come because they worry about pets whose condition is poor for no apparent reason."
Visitors also flocked to a booth that made necklaces wishing for a companion animal to be born as a human in the next life.
◇ From prospective fortune-telling business founders to foreigners
On a stage set up on one side of the exhibition hall, expert lectures offered public consultations. Those who appeared on the Disney+ variety show "Fate War 49" took the stage as experts.
Visitors came to the Fortune Fair for varied reasons. A housewife surnamed Kim (56) from Hwaseong, Gyeonggi Province, said, "I came with a friend to get a tarot reading just for fun." Office worker Kim (28) said, "I've always been interested in four pillars and tarot, and I even booked in advance because I was curious about what goods they sell."
There were also prospective entrepreneurs. A person surnamed Son (70) said, "I've studied four pillars on and off for more than 10 years," adding, "I came to do market research because I want to formally start a fortune-telling business."
Foreign visitors stood out too. Siberi Albarenga (53), who is planning to immigrate to Korea, said, "Through tarot, I also became interested in Korea's four pillars culture," adding, "A friend suggested I come to the event, and if there are unique experiences, I want to try them."
◇ "I want to know myself"… fortune-telling industry grows on the back of Millennials and Gen Z
Interest in fortune content is so high that variety shows themed on four pillars and tarot are being made. After an astrologer said on a broadcast that climbing Gwanaksan Mountain "can give you good energy when your luck won't open up," young hikers flocked there.
The trend is also evident in the numbers. According to a release by startup analytics firm InnoForest, Korea's fortune-telling industry is estimated at about 1.4 trillion won as of 2024. The average per-capita spend among those in their teens to 30s reached 80,000 won. Market Data Forecast projected that the global astrology and fortune-telling market, boosted by growth in digital platform-based services, will post an annual growth rate in the mid-6% to 7% range through 2032.
The response is particularly notable among Gen Z. According to a survey released earlier this year by Trend Monitor, 52.5% of respondents in their 20s and 30s said they had encountered "fortune-telling" content within the past year. The share who directly used fortune, four pillars, or tarot services was 62.3% overall.
The top reason for use was relieving anxiety, at 54.2%. Gaining information on direction followed at 33.8%, with simple curiosity at 32.1%.
Lee Eun-hee, a professor of consumer studies at Inha University, said, "Young generations are very interested in understanding their own characteristics, so they often seek out fortune products," but added, "Excessive blind faith in the results should be avoided."