In recent years, tarot and other forms of spirituality, such as astrology, tarot reading, and energy healing, have gradually emerged from their traditional mystical realms to become a promising business sector. From social media and mobile applications to entertainment programs, the “spiritual business” is rapidly growing and attracting a large young audience.
Tarot cards. Photo by Edz Norton from Unsplash
Beyond physical products like tarot decks, this field has expanded to professional tarot reading services, social media content, and digital platforms. A statistical report from WifiTalents shows that 22% of American adults have consulted tarot or other fortune-telling services, while the “psychic services” industry, such as tarot and astrology, generates approximately $2.2–2.3 billion in revenue annually.
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This boom is largely driven by social media. The hashtag #Tarot on TikTok has garnered tens of billions of views, and numerous “pick-a-card reading” videos on YouTube attract hundreds of millions of views each month. These platforms have transformed tarot from a personal practice into a form of entertainment and business content.
In the media and entertainment sector, programs centered around spirituality are also becoming increasingly prevalent. A recent example is the show Battle of Fates from Korea, where tarot readers or astrologers compete to test their predictive abilities and interpret symbols. Such formats demonstrate that spirituality is gradually becoming part of the content industry, similar to previous shows about cooking or business.
Battle Of Fates Trailer
A key reason for this growth is the shift in how younger generations view spirituality. Many Millennials and Gen Z no longer see tarot simply as fortune-telling but rather as a tool for self-reflection and mindfulness. According to the WifiTalents report, approximately 40% of young people use tarot as a form of personal contemplation rather than for predicting the future.
Gen Z views tarot as a form of self-reflection. Photo by Anna Keibalo from Unsplash
Looking to the future, according to Market Report World, many experts believe the spiritual industry will continue to expand in three main directions. First is digitalization, with applications of tarot, AI card interpretation, and AR experiences. Secondly, it’s integrated with the wellness industry, where tarot is used in self-development psychotherapy. Thirdly, it’s commercialized within popular culture, and lifestyle brands begin to leverage tarot symbolism to attract younger customers.
Gucci’s advertisement uses tarot storytelling
However, this rapid growth also raises many questions. When spirituality becomes a business, the lines between personal experience and commercialization sometimes become blurred. However, whether viewed as a belief, a psychological tool, or simply a form of entertainment, tarot and spiritual practices are clearly becoming a significant part of the 21st-century creative economy.
