Yoga Journal #7

October 27, 2021

Yoga Journal #7

Yoga has made a transition from "traditional culture" to "counter-culture" to "pop culture" in the West. Through my recent yoga practices and observation, "pop culture" has been firmly established through the increase in global popularization and consumption. This became possible by marketing body beautiful ideals and physical culture, celebrities, social media platforms, and yoga clothing and accessories. Popular magazines shed light on postural yoga practice, which was a form of marketing. 

Consequently, yoga branding allowed some gurus to open schools and sell their practice by making it exclusive. Hence the growth of consumer culture in the West. The popularization of the idea and practice reflects the way people buy into the culture, even when it is just a fad. 

For example, it's very common to see alters in a yoga space, whether online or in person. Usually, I often see alters filled with crystals, sage, plants, chakra diagrams or pictures, essence incense or essential oils, and singing bowls. Also, the branding of "yoga" clothing and accessories such as yoga pants, Bala bands (wrist weights), prayer bead necklaces and bracelets, yoga mats and yoga mat bags, and other yoga equipment such as blocks, blankets, wheels, and bolsters are seen in group yoga practices.