The purpose of this study is to examine the applicability of the economic approach to mission studies. In fact, the economic approach to religion was already attempted by some sociologists and economists. Sociologists noticed the phenomenon of marketization in religion and explained it in terms of the theory of secularization. According to this theory, modernity causes a plurality of worldviews, which in turn reduces religion to a private sphere. As religion becomes a matter of choice, religious decline, they argue, will be inevitable. Since the middle of 20th century, however, they have confronted with a somewhat unexpected situation. Namely, religious resurgence in secularized societies. Contrary to their expectation, not only Islam but also evangelical churches have grown remarkably all over the world. Furthermore, scholars have observed that neoliberalism and free trade also in the late 20th century have been influencing the marketization and privatization in public services, such as law, education, health care, and even religion. All these unexpected situations have requested a new paradigm in religious studies. After all, the socalled new paradigm thinkers attempted to explain all these issues in terms of the economic approach. They concluded that the decline of religion, has nothing to do with secularization. To explain the resurgence of religion in the modern period, furthermore, they have shifted their interest from the demand side to the supply side of religion. For them, religious competition and plurality do not decrease religious vitality; rather, they increase it. To deduce this conclusion, they have used two main key concepts: 1) rational choice theory and 2) religious market model. The former theory assumes that people act rationally to maximize their selfinterest. This applies equally to choices about religion. After evaluating costs and rewards, people decide what religion they will choose. Of course, religious organizations also act rationally in order to increase their membership and maximize their interests. After all, religious deals between religious buyers and suppliers establish religious market. Religious market model has been developed from this context. Then, is it possible to adopt above perspective and theories in mission studies? Simply, we may assume two different positions: 1) positive and 2) negative. The former position considers economic theories in a positive light, focusing on the phenomenon of marketization in mission. In many cases, competition with other religions or among Christian denominations often drive a mission field to a market context. In this context, people choose this religion or that denomination rationally just as they do when choosing a car or buying a computer. To meet their needs and attract more believers, missionaries use various strategies just as commercial firms do. Viewed in the light of economics, the natives and missionaries may correspond to the demand and supply side; religion or denomination can be considered as a religious product or brand. In mission studies, this economic approach will be useful in mapping out the mission strategy. Especially, the religious market model of this approach is very helpful in grasping religious terrain, religious market structure, and degree of government regulation of religion in the mission field. Furthermore, the economic approach can contribute to the study of denominationalism or ecumenics as well in a different angle. For instance, while theologians and missiologists see these issues in terms of ideology or theology, economists of religion see them in terms of a kind of religious cartel or spinoff. This perspective can give mission studies different but more effective insights regarding denominational split or unity. On the contrary, others may have a negative position to adopt the economic approach in mission studies. While the former position prefers to take a social scientific or valuefree attitude, this position prefers to take an ethical or normative attitude, assuming that there is no common ground between Christianity and economics. Especially, they may criticize this economic approach for the reductionist way of thinking in religion. The concept of ‘Homo Economicus’ or universal applicability of the theories also are likely to be criticized. In spite of some controversial issues mentioned above, it is obvious that the economic approach to religion has made great contributions to religious studies. Unfortunately, this approach has not been much discussed so far in mission studies. As we saw before, many areas of mission studies can receive help from the academic achievements of the economic approach to religion. In that sense, I suggest taking further discussion on the economic approach to mission.