Young people in Thailand prefer "mutel tourism".

Thailand is promoting tourist routes connecting around 60 temples and shrines, from the Erawan Shrine in Bangkok to sites in the north and northeast of the country, according to Nikkei Asia.

The Thai government predicts that the spiritual tourism market will grow by 40% compared to 2019, equivalent to an increase of 5 billion baht (US$422 million).

The new words "mutelu" and "mu" have entered the Thai vocabulary in recent years, and mean supernatural power, bringing good luck. Inspired by an Indonesian film, the term gained attention from the younger generation during the pandemic and today, even the government is mentioning promoting "mutelu tourism".

The Sri Maha Mariamman Hindu temple in Bangkok has been bustling since the beginning of November 2023. Tourists are eager to admire the colorful architecture with statues of various deities.

Tourist Suwanan (27 years old) from Lamphun province came here to "seek good luck in her work and find love." This Buddhist tourist even set her phone wallpaper to an image of the god Vishnu, one of the main deities of Hinduism.

Currently, businesses are also capitalizing on this tourism trend. The Nakorn Mu Burger chain in Bangkok is applying "tattoo" designs featuring gods and saints to its burgers. According to the chain, besides being popular with locals, their burgers are also attracting attention from international tourists on social media.

A startup company has established a streetwear brand specializing in "mutelu" designs. The startup's products include t-shirts and hats featuring tiger motifs, symbolizing strength and protection.

Yuko Ito, at Japan's Hakuhodo Institute for Life and Living Studies, said: "Young people in Thailand face an uncertain future, and this is part of the reason they embrace 'mutelu' so spontaneously and for the first time."

Phuong Mai is a reporter for Travellive Magazine in Hanoi.

Phuong Mai