Thai soft power manifests itself in the form of amulets in China

BANGKOK – Thai soft power could manifest itself in the form of amulets, as its influence extends all the way to China, to the extent that well-known celebrities are showing interest there without any special promotion.

This leads to the buying and selling of amulets and talismans, evolving into a “promising economy” that has a significant impact on the Thai economy, especially in tourism and the Buddhist trade sector, which is worth tens of billions of baht.

Today, amulets are not only objects of religious reverence. It cannot be denied that they have become economic goods of high value.

Thailand’s amulet market has an annual trade value of tens of billions of baht and continues to grow steadily, especially among Chinese tourists who have a deep respect for Buddhist virtues and a penchant for collecting amulets.

According to 2019 research by the Kasikorn Research Center, Thailand’s amulet market was estimated to be worth around 17 billion to 23 billion baht. This estimate was based on sales to Thai private individuals only, excluding sales to foreign tourists or exports.

Thomas Patton, an anthropologist at the City University of Hong Kong, said the first time shops related to Thai amulets appeared in Hong Kong was around 2008-2009. Hong Kong residents were fascinated by the world of Thai talismans and magic as a means of finding spiritual solace.

This interest was especially noticeable among the working class, who felt the impact of the 2008 global financial crisis.

“BB”, a Thai seller who livestreams the sale of Thai products to China through the Douyin platform, said that originally Chinese people, whether from mainland China, Taiwan, Hong Kong, Macau, Malaysia, Singapore or Indonesia, all had beliefs and faith in the Buddha’s blessings for prosperity.

However, the prominence of Thai amulets increased significantly when Chinese celebrities, including those from Hong Kong, began wearing them at events in place of conventional jewelry.

It started with Hong Kong actor Jackie Chan, who wore an amulet during film shoots, including scenes where he had to perform stunts multiple times. There was one accident during filming, but fortunately no one was injured. This aroused the film crew’s curiosity about the amulet that Jackie Chan wore around his neck. It turned out to be from Luang Phor Phrae, Wat Phikun Thong.

Cecilia Cheung, a Chinese actress, traveled to Thailand and decided to buy 150,000 Hong Kong dollars worth of amulets, including ‘Kuman Thong’, a household deity of Thai folk religion for good luck.

Moreover, Qin Fen, a young Chinese idol, walked the red carpet at the Cannes Film Festival wearing a Luang Phor Ruay bracelet and a black suit.

Luang Phor Ruay amulets have become extremely popular among the Chinese people and are among the most sought after amulets. It is believed that Buddhist virtues increase wealth and prosperity, leading to a revival of their fame.

That’s why Chinese devotees flock to Wat Tako, a famous temple in Ayutthaya province, to pay tribute. A revered monk, Luang Phor Ruay is celebrated for his abundance of blessings, compassion and ability to provide safety and security.

Jeans Muangnont, a respected amulet expert, said there is now a significant influx of Chinese tourists inquiring about Thai amulets and talismans at both physical stores and online channels.

Besides Thai locals, they make up a significant portion of the customers, despite having no expertise in authenticating or distinguishing genuine from counterfeit amulets.

Some customers sell Thai amulets in China, highlighting the high demand and popularity of Thai amulets among the Chinese population. However, this demand is still relatively small compared to China’s total population.

It’s not just amulets that are becoming Thai soft power in the realm of beliefs. But the universe of beliefs emerging in Buddhist circles shows its magic without the need to promote it, like world-class actors and actresses like Angelina Jolie and Brad Pitt and Fabio Cannavaro, or Ed Sheeran, a famous British singer. They have Thai tattoos that are both beautiful and magical.

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