The Commodification of the Sacred: Thai Amulets in Contemporary Consumer Culture

Abstract

This study explores the transformation of Thai amulets from sacred artifacts into lifestyle products, focusing on four key objectives: (1) examining the evolution of amulet designs influenced by trends, fashion, and consumer preferences; (2) analyzing marketing strategies, including branding, storytelling, and digital distribution; (3) understanding shifting consumer behaviors and expectations within broader cultural changes; and (4) evaluating government perspectives and policies balancing commodification and cultural preservation. A mixed-method approach integrates existential phenomenology and constructivist grounded theory to provide a nuanced understanding of this transformation. Data were collected through in-depth interviews with 25 participants, including designers, marketers, officials, and consumers; participant observation at amulet markets and on digital platforms like Facebook and TikTok; and document analysis of promotional materials and policies. The findings reveal significant evolution in amulet designs, incorporating minimalist aesthetics, luxury materials, and global fashion influences while retaining traditional motifs. Marketing strategies emphasize storytelling, celebrity endorsements, and social media engagement to reframe amulets as symbols of identity, cultural pride, and spiritual protection. Consumer behavior reflects a shift toward valuing amulets for aesthetic and status-related attributes, alongside spiritual meanings. Government agencies play a dual role in promoting amulets as cultural and economic assets while addressing concerns about preserving their sacredness. This research highlights the interplay between tradition, modernity, and market forces, offering insights into the commodification of cultural artifacts. Thai amulets exemplify how cultural heritage adapts to contemporary consumer demands while maintaining spiritual and cultural significance.