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Marketing faith

By: Article Brain Editor

Nakhon Si Thammarat is waking up after a long sleep. It has long been recognised as the site where voyaging Hinayana Buddhists first brought their religion to Siam from Sri Lanka in B.E. 1790 (1247). But what is causing a great commotion these days is the miraculous properties of the talismans which originated there in 1987. However, a main criticism of the charm is that it has little to do with the core principles of Buddhism.

The city is famous in Singapore, Malaysia and throughout Southeast Asia for the most sought-after of these amulets, the Jatukam-Ramathep.

The talisman is sold on many websites throughout the region as well, and marvels attributed to it are discussed in a number of chat rooms. In fact, the Internet is awash with information on the quality and mysterious power of the talismans. There are pictures showing the sacred ritual of its making, and also pictures of new models of the Jatukam, alongside an expensive price tag.

While some websites devoted to Jatukam might be consider as informative for some but others raise frowns from historians. For example, one website states that Jatukam and Ramathep are the sons of a King of the Central Thai Kingdom. (see related story page 5)

Why in this high-tech age are so many people intent on having at least one Jatukam with them at all times, and who is/was Jatukam? (see Box). The Jatukam-Ramathep talisman has become a most desirable object for so many people because they believe it can satisfy their needs and wishes - although they are quick to qualify that this is dependent upon each person's beliefs.

In Thailand, Jatukam fever began to attract media attention late last year, after many people in Nakhon Si Thammarat (NST) related miraculous experiences related to the talisman, which many regard equally as a Buddhist amulet.

MIRACULOUS DEBUT

Stories first began circulating a few years ago of people wearing the amulet who were saved from a variety of dangers and illnesses, or who had suddenly been visited by great fortune.

Sanya Phonklieng, the chairman of the Kanab Nak Tambon Administration Organisation (TAO) in NST, told of an incident close to his sub-district that made a believer out of him - two people escaping unharmed from a serious auto accident despite the fact that their car was severely damaged.

"They both had the Jatukam of Wat (name of temple is withheld by Perspective to avoid advertisement of the talisman). As the story of this and other incidents has spread, more and more have come to this temple, which has gotten more than 100 million baht from selling Jatukam," he said.

Sanya had never before thought there was any truth to the stories of the amulet's power. "If I did, I would have become a millionaire by now ... I could not believe that an amulet I purchased for 99 baht could be worth 1,000 baht just after taking it from the temple grounds on the same day. Now I can see its miracle immediately."

Twenty years ago he taught at a school located next to the temple where the first Jatukam was made in 1987. He regrets that he never bought any of the originals, which now sell for several millions baht.

A vendor in Bangkok who asked not to be named related his experience. He was running after a man who had just robbed some of his friends. The thief pointed the gun and fired straight at him, but the bullet did not hit him. The vendor said that before he just looked upon the Jatukam as a pendant, but now he said he has to worship and fully believe in it.

Early last year, a ticket seller on a public bus No. 4, from Klong Toey to Talad Phu, put up the big round Jatukam on her neck. She told some passengers that it would ensure safe journeys for the bus and bring her prosperity. At that time, people in Bangkok still had not heard much about Jatukam. Now they might envy her foresight.

A second-hand clothes vendor in NST said a friend of hers was carrying a bag containing Jatukams to be sold in Bangkok. The bag was stolen on a train. The woman prayed and made a wish to get the bag of talismans back. Soon after the police did catch the thief and returned the Jatukams to her.

Many teachers in the province have their own stories about the miracle of Jatukam. When a picture was developed, so one of them goes, a Jatukam image, sparkling and radiant, appeared in a corner of picture where there was no such thing at the time the picture was taken.

The most common stories around the province are related to car accidents from which friends and relatives wearing the talismans emerged safe and sound.

JATUKAM EVERYWHERE
H People making their wishes before the statues of Tao Kadtukam and Ramathep, the guardian gods at the doorway of Phra Mahatat Voramahaviharn temple. — Photos by SUPARA JANCHITFA

Puree Ridmontri is only six years old, but the boy knows almost everything related to Jatukam. He can speak non-stop about the stories, beliefs and philosophy, and he is really happy to have Jatukam as his pendant, as do many others in his school.

He told his father, who is a journalist, to have faith in Jatukam and practise good things when wearing it.

Puree studies at a well known primary school in Nakhon Si Thammarat, in a classroom by the main street. He hears the advertisements for the amulet from the pick-ups with billboards on their sides. The owners get from 1,500 to 6,000 baht a day for driving their cars all the day long through the city, surrounding towns and villages as they announce the quality of the new Jatukam models.

Puree sees that almost everybody in his school has the amulet, and talks about it. Many of them wear T-shirts with pictures of various Jatukam. A teacher at his former kindergarten school is a Jatukam talisman designer and also molds the sculptures.

When Puree's parents or grandfather take him to school, he sees the billboard advertisements which are on every corner and every road of the province. The talisman can be bought at every shop, and advance payment can be made for yet-to-be released models.

A convenience store on NST's Ratchadamnoen road, next to Wat Phra Tad, has changed into a Jatukam- related business. Apart from selling Jatukam, the shop has also allowed some small-time talisman vendors to lease space to put in their own glass display cases, at a cost of about 1,500 baht a month. Each shop provides brochures and leaflets that display the Jatukam images and the price of new models.

Puree cannot really read by himself, but he asks his mother, who is a teacher, to buy books related to Jatukam and read to him. He knows that some book purchases come with a complimentary Jatukam image. In advising guests of his parents to buy such books, he says: "It's good, you get a book and you will also get a Jatukam image," he said with a mischievous smile.

Many book vendors located inside the Phra Mahatat temple and nearby area sell books related to the talisman, and their business is booming.

"I used to sell 10 amulet magazines a month, but now I sell more than 200 copies," said a vendor located near the Wat Phra Tad. In those magazines, certainly it is full of advertisement of Jatukam.

You cannot escape Jatukam when you go for breakfast, lunch or dinner, as even food shops display different models. They are found in gold and silver shops, and even many pharmacies and beauty salons devote a corner for their display.

These vendors have their own way to market their product. For example, a vendor at a food stall on the road to Mamong Song Ton community convinces prospective buyers that "everyone is buying them", and they are quite willing to pay the going rate.

"Yesterday," she said, " a businessman from Bangkok purchased all the Jatukam in this cabinet. He said he feels good about having the Jatuka.,"

About the only places in NST that you cannot see the Jatukam billboards and other advertisements are in some Muslim communities. Likewise, there are no Jatukam on sale in Muslim business establishments.

ADVERTISING BOOM

These days advertisement plays a crucial role in "persuading, convincing and brainwashing" people to think they must have something, and the media is often the tool.

According to Neilsen Media Research, Thailand, the last three months have seen a boom in Jatukam advertisements in major newspapers, with an estimated value of about 70 million baht, and the trend is rising. (see graphic)

Jatukam fever became more widespread before Songkran in April, with many people looking for some "good and valuable things" to give to their relatives back home.

"I just want to have a few Jatukam for my parents when I visit my hometown," said Suriyon, a worker in Bankok.

Almost everyone has seen the advertisements in newspapers, magazines and on television. For example, the April 26 edition of Khao Sod daily carried a 16-page supplement which advertised 47 Jatukam models from different provinces nationwide, but mainly from NST province.

The attraction of the talisman was strengthened further when some movie stars and people of high social position took part in the Jatukam-making ritual, covered by just about every major newspaper. The variety of designs feeds the business, as most people want more than one model. There are a large number of models, but only a few really hit the market in a big way. One of these is the Ngeon Lai Ma (Money Coming In). People think the name of the model is auspicious. Originally priced at three images for 100, the first Money Flow now sells for 3,000 to 8,000 baht.

In early April, a woman was trampled to death as she competed to buy the Ngeon Lai Ma II. Said a teacher in the province who asked not to be named:"The original price of the second model was 500 baht for 13 images. There were many people and amulet vendors willing to buy the images at a price of 1,000 baht each, and that was why people formed the human wall."

WHERE DOES THE MONEY GO?

The Kasikorn Research Center (KResearch) forecasts that the trade of amulets and other related businesses is set to continue flourishing despite the economic slowdown expected this year. The market value in 2007 may exceed 22 billion baht, a growth of 10-20 percent over last year.

The question is, who is really benefiting, or, where does the money go? People in Nakhon Si Thammarat might enjoy endless discussions about Jatukam, but when this question is asked they normally they raise their eye-brows and grow strangely silent. Some may say it is the investors. But who are they - the temples, or outsiders.

In the past, temples gave the amulet images they made as a token of appreciation to those who donated funds for construction or temple activities.

Obviously, however, what is going on now is of a completely different nature. There seem to be a lot of "investors" who are allowed to use the names of the temples and do just about whatever they want for a small donation. Some monks interviewed by Perspective told of their experiences, saying the temples get less than 10 percent of total sales. "But don't put my name in your newspaper," one monk asked. It is known that it is quite dangerous for monks to reveal facts related to this business.

Some monks advise that it is better to be strong and resist all temptations surrounding the business.

"You know, some business people have already approached me and offered money (to help produce the amulets), but I decline their offers as I think we should do it ourselves," said Pra Samusurasak Tutajitto, the abbot of Kon Hat temple in Cha-uat district.

"We got permission to make Jatukam from the abbot of Pra Mahatad Voramahaviharn," said the monk, adding that his temple will do everything in a transparent manner and the profits will go to the construction of the Vihara (a place where monks perform religious ceremonies). He also wants to use the proceeds for a learning centre for the people.

Unfortunately, most people care very little about the original purposes of the image making. For example, Nuchit, a businesswoman in Bangkok, ordered a relative who was visiting the province to buy Jatukam images.

When she asked Nuchit what kind of donation she wanted to make, explaining that the money would go toward such things as buying medical supplies, building libraries, renovating temples, education funds for monks and poor children and so on, she raised her voice.

"Donation! I have no idea about that. Just buy them at whatever price, I will pay you back," she said, adding that she needs only real Jatukam images, with "good names" and which have passed through the holy rituals. "Be careful, don't buy the fake ones."

This is first of a two-part series on Jatukam- Ramathep, 'Marketing Faith', and its ramifications.

STORY OF JATUKAM - ONE VERSION

Over the doorway at the entrance of Phra Mahathad Voramahaviharn Temple in Nakhon Si Thammarat, there are the statutes of Tao Kadtukam and Tao Ramathep, the guardian gods of holy relics of Lord Buddha. The name of one god is Tao Kadtukam which later people understand that it is Jatukam.

There are many stories related to Jatukam -Ramathep, and different versions of each story. One story tells of Pol Maj Gen Sanpetch Thammikul, the provincial police chief during the 1980s, going to Nang Phraya temple during a shamanistic ritual. The medium, a woman, told the policeman to come back. When he did come back later the woman wasn't there, but had been replaced by a new medium claiming to be the spirit of the military leader for the B.E. 17th century Nakhon Si Thammarat king.

The policeman came a third time, and the second medium claimed to be yet another spirit - Jatukam, who instructed him to lead the construction of a city pillar. However, the spirit advised him that first he should consult with Pol Maj Gen Khun Pantarakrachadej, who was thought to have magic powers. This is believed by some to be the reason why Jatukam-Ramathep was chosen to be a model for the amulet images when the campaign to raise funds for the city pillar was launched.

The original talismans were made in 1986. It was circular pendant a five-centimetres in diameter, and was priced at 49 baht. Now many are sold for more than 100,000 baht each.

In the past years only very few Jatukam talismans were produced, but after Pol Maj Gen Khun Pantarakrachadej passed away last year at the age of 103 (some say 108), the talismans again became very popular. It may be significant that his death on September 5 was just two weeks before the coup d'etat in Bangkok.

Since the royal cremation ceremony of Khun Pan last February, the Jatukam has become even more popular.