The Commercialization of Amulet in the Chinese Market Based on Buddhism: Practical Theory Approach
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Abstract
This research aimed to study: 1) the similarities and differences in the symbolic meanings of Thai Buddhist amulets in Thai and Chinese societies; 2) the religious meanings, social functions, and factors influencing the popularity of Thai Buddhist amulets in the Chinese market; and 3) the consumption behavior of Thai Buddhist amulets among stakeholders in the modern Chinese market. This study employed a qualitative research methodology. Data were collected from 25 key informants selected through purposive sampling, consisting of 15 consumers, 5 entrepreneurs, and 5 amulet makers. The research instruments and data collection methods included in-depth interviews, non-participant observation at amulet establishments, and documentary analysis. The data were analyzed through content analysis, ethnographic interpretation, historical description, and triangulation. The findings revealed that Thai Buddhist amulets in the Thai context are associated with faith, spiritual protection, merit-making, and the religious authority of monks. In the Chinese context, however, Thai Buddhist amulets have been reinterpreted as sacred objects, accessories, sources of psychological support, cultural goods, and symbols of personal identity. Their popularity has been influenced by social media, cross-border e-commerce, celebrity influence, and design-oriented marketing. The market also shows clear consumer segmentation, including high-end collectors, young consumers, pragmatic consumers, and cultural enthusiasts. However, commercial expansion has raised concerns about counterfeit products, price speculation, exaggerated claims, and the dilution of the sacredness of Buddhist amulets. The study concludes that the growth of Thai Buddhist amulets in the Chinese market is a process of transforming religious symbols in a cross-cultural context, reflecting the relationship among religion, culture, consumer behavior, and contemporary market mechanisms.
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