Thailand is promoting tourist routes connecting about 60 temples and shrines, from the Erawan Shrine in Bangkok to locations in the north and northeast of the country, according to Nikkei Asia.
The Thai government predicts the spiritual tourism market will increase by 40% compared to 2019, equivalent to an increase of 5 billion baht (422 million USD).
Colorful Hindu temple, with statues of various gods. Photo: Kenya Akama.
The new words “mutelu” and “mu” have entered the Thai vocabulary in recent years, and mean supernatural powers that bring good luck. Inspired by an Indonesian movie, the term has caught on with the younger generation during the pandemic, and today, even the government is talking about promoting “mutulu tourism”.
The Sri Maha Mariamman Hindu Temple in Bangkok has been bustling since early November 2023. Visitors are eager to admire the colorful architecture with statues of various gods.
Tourist Suwanan (27 years old) from Lamphun province came here to “pray for luck in work and find love”. This Buddhist female tourist even set her phone wallpaper as a picture of Lord Vishnu, one of the main gods of Hinduism.
Nakorn Mu Burger chain (Bangkok, Thailand) pasted a "tattoo" design of a god on its burger. Photo: Kenya Akama.
Now, businesses are also capitalizing on this tourism trend. The Nakorn Mu Burger chain in Bangkok puts “tattoo” designs of gods and saints on its burgers. According to the chain, in addition to being popular with locals, its burgers have also attracted the attention of international tourists on social media.
A startup has launched a streetwear brand specializing in “mutelu” designs. The startup’s products include T-shirts and hats featuring the tiger, which symbolizes strength and protection.
“Young people in Thailand face an uncertain future and this is part of the reason why they embrace ‘mutelu’ in a casual and refreshing way,” said Yuko Ito, at Japan’s Hakuhodo Institute of Life and Lifestyle Research.
