Luck in hand: ‘Lucky’ phone wallpapers have taken off among younger people who believe that these can replace the traditional amulets. — The Straits Times/ANN
Every morning, Jirawan Chantayuen takes a few moments to check if she has worn her lucky bracelet and if her small Buddhist charm is in her bag pocket.
She then chants a few religious phrases for blessing and protection, before setting off for work.
“(When) I forget to do one of the things, I will think ‘holy moley’! I might worry a little that I will have a bad day,” said the 30-year-old travel coordinator at a tour company.
On days when she has to attend important functions, she applies her “lucky lipstick” that has been blessed by a senior monk.
“I’m already confident in myself, but sometimes I could do with a bit of luck to make me successful,” said Jirawan.
At a time when trends worldwide have repeatedly shown that younger generations are increasingly turning away from traditional faiths, those in Thailand are still holding on to long-practised religious and cultural beliefs – albeit sometimes with a modern twist.
Thailand’s Buddhist culture is known to be open and accepting of a variety of ideologies that include divination, astrology tarot card reading, feng shui and elements from other religions such as Hinduism and Christianity.
Fruitful venture: Mootae World founders (from left) Aphicha, Supatporn Posoknistakul and Pimchat started their company during the pandemic. — The Straits Times/ANN
Now, with a few swipes and messages, believers can interact with palm readers or get their fortunes read on divination apps, or via video or live-streaming platforms.
And beyond the technology-aided developments, faith-based products are also adapting to changing tastes.
People now prefer digital amulets instead of the bulky, eye-catching amulets and charms commonly worn by many Thai Buddhists for good fortune or protection.
More businesses selling faith-based products have popped up in recent years, offering anything from amulets in the form of crypto assets, to clothes featuring auspicious symbols and talismans.
There are even vending machines that dispense miniature religious statues and lucky images that can be used as wallpapers for digital devices.
Faith-based marketing is also becoming increasingly popular, and some traditional companies, such as insurers and banks, have teamed up with fortune-telling or astrological platforms to market insurance products or credit cards based on zodiac or star signs.
Marketing consultant Thanyhratsm Napaphonamonrat, 36, has a so-called “lucky” mobile phone wallpaper.
Such wallpapers, which can also be used on laptops and computers, feature various auspicious symbols, religious characters and elements like tarot cards.
“Not everyone likes traditional amulets; they might be too old-fashioned for your dressing. So this is a good alternative,” said Thanyhratsm, adding that these “digital amulets” are more suited to her lifestyle as she always has her phone in hand.
She was a freelance make-up artist when the Covid-19 pandemic hit in 2020. Like many others, she struggled to make money as work opportunities were scarce. But after she started using the “lucky wallpapers” in 2021, business started pouring in.
“You could also say it was because of timing as Thailand began (loosening pandemic restrictions). But I still think these wallpapers brought me good luck and energy,” she said.
Thanyhratsm currently has the Hindu goddess Lakshmi – meant to bring fortune and wealth – and the Chinese mythical Monkey King or Sun Wukong – purported to help users overcome obstacles – featured on her mobile phone wallpaper and lock screen, respectively.
In 2021, crypto amulets also hit the market in the form of non-fungible tokens (NFTs), which are digital tokens based on blockchain technology. The images of NFT amulets are printed on paper and blessed by monks before the digital versions are sold.
The uncertainties and anxieties that stemmed from the pandemic have no doubt drawn more people towards religion and the supernatural as they attempt to boost their good fortune, said marketing professor Siwarit Pongsakornrungsilp from Walailak University in Nakhon Si Thammarat province.
“During times of desperation or need, it’s common for people to attach themselves to something to help them survive the period. But now after the pandemic has passed, there is still a lot of uncertainty financially and for the future,” he added.
“For some people, it is important that they can try to do something to control their luck or fate; that is why products like lucky wallpaper, or even the traditional amulets, are still popular today.”
Fortune-teller Pimchat Viboonthaninkul, 28, and two friends founded Mootae World, which started selling auspicious digital wallpapers about two years ago, just as the Covid-19 pandemic hit Thailand.
The company was one of the first to kick off the “lucky wallpaper” trend, and Pimchat says sales are still increasing post-pandemic as they periodically launch new versions of the wallpapers and other related products.
“As compared with the usual amulets or charms, the wallpaper is easy to buy. You don’t have to travel to a temple to get it, and it is not expensive,” said Mootae World’s chief technology officer Aphicha Intaragumhaeng, 28.
Prices of its auspicious wallpapers start from 250 baht (RM33), and each one is custom-made according to an individual’s Thai astrological signs and their intentions that could be related to their career, finances or love life.
Those who buy them are mostly tertiary students or first-jobbers, but Mootae World’s more than 100,000 users span all age groups as young adults often purchase these products for their older family members too, said Aphicha.
Thai belief in the supernatural and religious practices is usually passed down from older generations to the younger ones, said Prof Siwarit. While younger people in Buddhist-majority Thailand might not be as devout or fully immersed in religious practices as their elders, many still take on the rites and rituals that have become part of their everyday life.
According to a 2021 study by the College of Management at Mahidol University, up to 52 million Thai people, or about 80% of the population, are superstitious.
Assistant professor of religious studies Susanne Kerekes said: “Thai Buddhism is an amalgamation of so many different elements, from Hinduism to Brahmanism. You can even find the crucifix or statues of the Virgin Mary at some temples.”
“So it is no surprise that religious practices or spiritual beliefs that have been established over the years, do adapt and take on more modern forms,” said Prof Susanne who teaches at Trinity College in Connecticut in the United States.
Also evolving are the commonplace spirit houses – the miniature shrines that are typical of Thailand’s urban landscape and are found in almost every building, apartment complex, and at the entrance of most houses or shopfronts.
These structures are typically modelled after traditional Thai palaces or temples, with ornate fixtures made of wood, concrete and metal. They are believed to house the spirits of the land or one’s ancestors.
Offerings of flowers, food and drink are made so that the supernatural occupants will bring blessings or fortune to human occupants in the area.
But to suit contemporary tastes, an increasing number of spirit houses are sporting sleek lines and minimalistic exteriors. They are also crafted out of more unusual materials, such as natural stone and glass, to fit the look of more contemporary homes and buildings.
Krailath Jantarakong, 55, is one of the co-founders of Holy Plus, which specialises in making modern-style spirit houses.
“People want their spirit homes to match the modern and minimalist designs of their houses or buildings that are more common now,” said Krailath, who sought the advice of religious leaders before he started designing the more modern structures about a decade ago.
“I asked them about the basic rules or laws so that these shrines would be in line with religious beliefs. They said that as long as some core elements like the main columns and structures are there, there will be no issue.”
Krailath said some clients backed out of installing such modern spirit houses in their homes as other family members preferred more traditional designs.
A modern spirit house designed by Krailath costs about 80,000 baht (RM10,630), while a traditional one, depending on its design and materials, can cost just a few thousand baht.
“But more recently, people’s tastes have changed. Even older people are open to modern spirit houses because they, too, want something that suits the current trend,” he said, adding that he now sells about 20 such spirit houses a month.
While there might be critics who say these new products and practices are not as valid or authentic, Prof Susanne believes that such changes are important to keep religious and spiritual ideologies of the past relevant for believers today.
“These are just different expressions of religiosity and belief that are more modern. A very practical and economic answer will also be that these changes keep religion alive and allow it to remain competitive in a spiritual marketplace,” she said.
For Prof Susanne who has researched extensively on Thai Buddhism and culture, adaptability and change are also part of what is to be expected.
“One of the main points of Buddhism is the concept of impermanence. Yes, people might be resistant to these new forms of products and practices, but if they’re talking about ‘authentic’ Buddhism, it means that they must accept that change is constant,” she said. — The Straits Times/ANN
