Good Luck Animal Amulets in Thai Magazines : Contemporary Thai Social Values

Main Article Content

Pattaradhorn Sanpinit


This research aims to analyze social values by exploring and classifying animal amulets in contemporary Thai Magazines by focusing on amulet qualities and the language used. The gathered information was from Thai publications between March and June of 2021. The study is qualitative in nature. The results shows that there are 18 animal amulets, most of them contain folk Buddhism. The animal amulets are distinguished by the animal’s skills as well as its names and qualifications. This corresponds to the preferences of the Thai individual. In Thailand, people value fortune and money, having a satisfying job that pays well and being healthy. The amulets are also said to improve sex appeal or great mercy, good physical health, safety and the value of honoring authority. According to research, individuals are increasingly trying to rely on amulets to improve their quality of life in a materialistic world. Thus, it is still an effective instrument in encouraging social value. Animal amulets reflect contemporary Thai society, which rely on amulets, value money and material prosperity rather than embracing religious teachings. As a result, this study examined the relationship between amulets and worship to meet the needs and values of current Thai society.

Article Details

How to Cite
Sanpinit, P. (2022). Good Luck Animal Amulets in Thai Magazines : Contemporary Thai Social Values. Journal of Cultural Approach, 23(43), 76–93. Retrieved from
Research Article


Boonsiri, A. (2007). Exposure to Utilization of and Satisfaction with Buddha Amulet Magazines. Nonthaburi : Sukhothai Thammathirat University.

Britannica, T. (2021). Dragon. Retrieved from

Himalai, K. (2011). 108 Prestige Amulets. Bangkok : Commabook.

Jermsawatdi, P. (1987). Evolution of Human-Nature and Natural Phenomenon in Eastern Region of Thailand Beliefs. Institute of Thai Studies, Chulalongkorn University.

Office of the Royal Society. (2011). Royal Institute Dictionary Thai. Bangkok : Nanmeebooks.

Panaram, O. (2004) Mass Media and the Propagation of Buddhism. Journal of Buddhist Religion Studies Chulalongkorn University, 11(3), 6-65.

Purnngam, P. et al. (2012). The Characteristics of Signifier in Talismans of the Entrepreneurs in Lowland Area of the Upper Ping River. Chophayom Journal, 23, 35-50.

Sanpinit, P. & Tansrisook, S. (2020). Beliefs and Business: Existence and Value of Current Religious Magazines. Humanities, Arts and Social Sciences Studies, 20(3), 676-697.

Sethaputra, P. (2008). Dictionary English-Thai P. Sethaputra of Contemporary. Bangkok : Nanmeebooks.

Sreekullkorn, T., Kongpradit, W., Suneta, W., Chartniyom P. & Sirinkraporn, S. (2017). Spirit, Brahmanism, Buddhism : Cultural Adornment. Silpakorn University Journal, 37(3), 130-142.

Sripasang, W. (2015). Lanna Amulet. RMUTL Journal of Humanities and Social Sciences, 3(1), 13-27.

Sujachaya, S. (2013). Cultural Capital and Today’s Sacred Objects. Journal of Letters, 42(2), 75-102.

Sujachaya, S. (2017). The Application of Folklore to Create Sacred Objects in the Present. In Thai Folk Tales in a Changing World. Bangkok : Princess Maha Chakri Sirindhorn Anthropology Centre.

Supart, S. (1991). Thai Society and Culture: Values, Family, Religion, Custom. Bangkok : Thaiwattanapanit.

Tawichai, S. (2014). Prayers to Tai Sui God : Values and Human Needs. Journal of the Faculty of Arts, Silpakorn University, 36(2), 205-228.

Thagong, V. (2007). Factors Effecting the Readers of Occult Magazines. Retrieved from

Yablon, A. R. (2008). Field Guide to Luck : How to Use and Interpret Charms, Signs, and Superstitions. Quirk Books : First Printing edition.