jatukams Marketing faith

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.

Regarded by some as an auspicious object, a talisman with claims to supernatural powers has become a very big business in Thailand, writes SUPARA JANCHITFAH