The overwhelming success in marketing Jatukam cookies as an antidote to amulet fever has resulted in inspired outspoken Buddhist monk Phra Payom Kalyano to extend his production line to Jatukam T-shirts to combat superstition and magical thinking about money with clothing instead of munchies.
Indicating that orders for Jatukam cookies had exceeded his production capacity, Phra Payorm, abbot of Wat Suan Kaew in Bangkok's north suburban province of Nonthaburi, said Tuesday the pure reason behind the distribution of Jatukam cookies was to urge people to stick to good deeds and hold on to the Lord Buddha's teachings.
The cookies were made almost the same shape and design as Jatukarm amulets which have been produced in mass and sold in great volumes. The nationwide marketing of Jatukarm amulets has sparked off criticism among some people who strongly disagreed with what they termed "Buddhist commercialism."
Phra Payorm said a limited collector's edition of 999 Jatukam T-shirts will be produced and sold for 180 baht each. The front of the T-shirt is printed with a Jatukam logo and carries a short statement encouraging people to work hard and save money.
Wearing the Jatukam T-shirt is almost equivalent to possessing the Lord Buddha's teachings, according to the renowned abbot. He did not deny that the sale of the T-shirt was more or less "Buddhist commercialism" but he asserted that the "revenue from the sales will go to help the poor and develop temples." (TNA)
the Nation
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