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Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN), an in-house think tank founded in Thailand in 2014, announced findings from research into the rise of Mutelu, or spiritual beliefs and practices, as a focus for marketing in Thailand. Titled “Mutelu Beliefs and Generational Differences Among Thai Sei-katsu-sha*,” the research was conducted in October 2023 through an online survey of 1,200 men and women aged 20–59 across Thailand.

Walking through the streets of Thailand, you’ll often see Thai sei-katsu-sha (Hakuhodo’s term for the holistic person) with lucky numbers or the images of Hindu gods as their phone wallpaper, or dressed in lucky colors based on the day, or visiting power spots to attract wealth, health, career success, and love. These everyday scenes reflect Thailand’s deep-rooted cultural beliefs about supernatural powers, or what Thais often refer to as “Mutelu.”

But why does this phenomenon exist? A deeper look using generational analysis reveals insights into Thai society, consumer behavior, and the underlying psychology behind these practices.

 

What Mutelu is and its cultural relevance

In Thailand, spiritual beliefs and practices, collectively known as Mutelu (มูเตลู), hold significant influence over people’s lives. Mutelu refers to supernatural powers that many Thais believe in to improve their luck, prosperity, health, and relationships. HILL ASEAN’s study found that a whopping 88% of Thai sei-katsu-sha believe in Mutelu and that the top three things they wish to draw to themselves are wealth (44%), good luck (17%), and health (12%).

Why Mutelu resonates in Thai society

Thailand’s strong social hierarchies and economic disparities often limit individual mobility. In a society marked by political and economic instability, Mutelu provides a sense of hope and confidence that external factors may eventually lead to success. HILL ASEAN’s study highlighted psychological benefits Thai sei-katsu-sha believe they receive from Mutelu, such as peace of mind (52%), higher self-esteem (21%) and a means to make wishes come true (13%).

Mu-keting: Thailand’s new marketing buzzword

A portmanteau of “Mutelu” (supernatural power) and “marketing,” Mu-keting has become a major trend among Thai businesses looking to find new ways to better connect with Thai sei-katsu-sha. Some examples include:

• Telecom providers offering “lucky phone numbers” approved by fortune tellers for success in wealth, career, love, and health.
• Banks introducing debit cards featuring Hindu gods like Ganesha and Lakshmi, each symbolizing specific blessings.
• Fashion brands promoting “lucky color charts” for different days of the week.

Different generations, different Mu-activities

HILL ASEAN’s research revealed that while Mutelu is a nationwide phenomenon, each generation engages with it differently. Their approach and expectations are shaped by their unique backgrounds and life stages.

 

Gen X (born 1965–1980): Ritual Believers #traditionallyMU

Growing up during Thailand’s capitalist expansion, Gen X takes pride in its perseverance and self-reliance. They deeply value traditions and principles passed down through the generations. This shapes their approach to Mutelu, which leans heavily on traditional Thai and Chinese rituals. For them, these practices serve as a booster, reinforcing hope and morale alongside their lifelong dedication. As they near retirement, Gen X’s priorities are shifting toward good health, financial stability, and self-sufficiency, with the goal of ensuring they remain independent and do not become a burden to their children.

To engage Gen X through Mu-keting activities, brands could focus on boosting the mind and enhancing the body. This means promoting a healthy lifestyle and emotional well-being while integrating Mutelu elements. Strategies could include combining familiar motivational activities with spiritual significance, such as organizing a nine-temple walk-run or offering special packaging that incorporates traditional prayers, for convenience, allowing Gen X Thais to practice Mutelu anytime, anywhere.

 

Gen Y (born 1981–1996): Curated Explorers #limitlessMU

Gen Y grew up during an economic transition and the analog-to-digital shift, making them adaptable and open to new things. When it comes to Mutelu, they exhibit broad-minded faith, embracing all religions and beliefs that provide personalized outcomes, as if Mutelu is a mentor guiding and leading them towards positive aspects in life. As they are in their self-building phase, shouldering responsibilities for both parents and their own families, they have finance and career as their top priorities.

To engage Gen Y through Mu-keting, brands could open up to new experiences and cater to the adventurous. By introducing fresh, unexplored Mutelu experiences with a clear purpose and limitless possibilities, brands can connect with Gen Y’s curiosity and open-minded nature. For example, “Meet and Mu” trips could showcase new local and international Mutelu spots while integrating a brand’s products and services, offering Gen Y a chance to explore beliefs, travel, connect, and share experiences online.

 

Gen Z (born 1997–2012): Minimal Integrators #minimallyMU

Gen Z are growing up in the fast-paced digital era, seeking joy in everyday moments as a way to connect with friends. They are reshaping the concept of spirituality, taking on Mutelu as a gimmick and blending it into fashion and daily life by wearing lucky-color outfits and symbolic accessories, or using Mutelu-themed wallpaper on their phones. These elements not only boost their confidence but also spark conversations and support identity exploration within today’s increasingly diverse communities. Compared to other generations, their wishes focus on work and education as they are navigating the academic and early career phases, a critical period for self-discovery and choosing paths for a stable life.

To engage Gen Z through Mu-keting, brands could focus on minimalism and aesthetics, emphasizing being stylish and easy enjoyment of Mutelu with friends in daily life. For example, creating lucky-color product packaging for everyday use or offering a set of God-vengers chat stickers.

Marketing strategies rooted in a profound understanding of the social context as well as the desires and underlying motivations of sei-katsu-sha hold the power to reshape consumer behavior. Mu-keting, a concept that strategically leverages the unique mindset of Thai sei-katsu-sha who diligently pursue their goals while quietly hoping for serendipitous opportunities, has proven effective in driving brand awareness, influencing consumer choices, and facilitating purchase decisions. The continued evolution of Mu-keting presents significant opportunities for brands to deepen their connection with consumers and create meaningful impact in the market, now and into the future.

 

Outline of the research

Survey method: Online survey
Survey area: Thailand nationwide
Survey period: October 2023
Respondents: Males and females aged 20–59
Sample size: 1,200

About Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN)

Established as an in-house think tank studying sei-katsu-sha in 2014, HILL ASEAN is dedicated to supporting clients’ marketing efforts in ASEAN countries, as well as observing the new lifestyles emerging in this dynamic region and proposing ideas for ASEAN sei-katsu-sha.

Location: Bangkok, Thailand
Research and other activities: Research and analysis from the local perspectives of each ASEAN nation and the organization of forums across ASEAN.

HILL ASEAN website: https://hillasean.com/