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31 August 2007

More suits loom over amulets

Two more people involved in allegedly fake production of a Jatukham Rammathep amulet are set to face fraud charges, a lawyer representing a group of dissatisfied buyers said yesterday.

Chor Chuaphen Phetphasit said the two had been targeted after another three customers sought to get their money back after receiving amulets different from what they were shown on advertisements.

A group of 15 people filed lawsuits against six people on Monday for their role in production of a large number of "Ruay Lon Fa" amulets, which claimed to have been approved by the provincial court in Nakhon Si Thammarat.

But the court never gave such permission and is suing them for using its name.

The lawyer Chor said he may file a new criminal suit against the two unidentified people today.

Both lawsuits have also demanded around Bt5 million be returned to the plaintiffs, who made payments to reserve the "Ruay Lon Fa" model.

Chor said some of the six defendants in the first lawsuit had contacted him to negotiate certain terms, including returning money to the plaintiffs, in return for withdrawal of the lawsuit.

Lawan Wetchasarn, a senior official with the provincial hall, said the amulets were actually silver-coated but the advertising said they were made entirely of silver.

She said she had received three other complaints over the Jatukham Rammathep amulets, but had ordered only one to be investigated.


http://www.nationmultimedia.com/2007/08/23/regional/regional_30046172.php

30 August 2007

Experts fear Jatukham fever may endanger dugongs

PHUKET (Gazette/Kom Chad Luek): Conservation experts fear that fierce competition in the promotion of Jatukham Ramathep amulets may have sparked renewed interesting in the hunting of dugong, whose teardrops are believed by some to have magical powers.

Phuket Marine Biological Center (PMBC) biologist Kanjana Adulyankosol told the Gazette that fears stemmed from promotional material used by one Jatukham seller coupled with the February 14 discovery of a dead baby dugong with unexplained trauma to the eyes.

“There is a belief that dugong teardrops possess special powers because mother dugong are known to become obsessed when searching for their lost young,” she said.

“Dugong are easy for people to hunt down, and the method used to extract the teardrops is extremely cruel. It involves removing the animal from the water, waiting for the eyes to dry up and then hitting the tear ducts to induce tears,” she said.

The amount of tear liquid that can be extracted in this way is very limited, she added.

K. Kanjana said that the carcass of the baby dugong was found in Phang Nga Bay.

“It had a wound from a sharp object on its left eye and the cornea in right eye was missing, but we don’t know for sure what the cause was,” she said.

“I don’t know whether the sales pitch used to promote the amulets is true or not, but if it is, it is absolutely illegal,” she added.

“There are only about 250 dugong left in Thai waters. Sale of their body parts, including tusks or other tissues, is completely prohibited,” said K. Kanjana, who has undertaken several population estimates of the population from a two-seat microlight aircraft.

K. Kanjana estimated said the annual death rate in the population is relatively stable at around 10 animals annually, but that even a small rise in that rate could quickly push the local population towards extinction because of the dugong’s slow breeding rate.

Natural Resources and Environment Minister Kasem Sanitwong na Ayuthaya said anyone caught hunting dugong or whales for use in amulet production would face prosecution to the fullest extent possible under the law.

Whale blubber is another material that has been advertised in promotions for some series of the Jatukham talisman.

Nisakorn Kositrat, Director General of the Marine and Coastal Resources Department, said his agency was being particularly vigilant in investigating any reports of dead dugong, especially in Trang province, home to about half of the known population in Thai waters.

He asked for cooperation from local organizations to prevent hunting of dugong, the local population of which is listed as “vulnerable to extinction if trade in them is not halted” under Appendix I of the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES).

http://www.phuketgazette.com/news/index.asp?id=5868

29 August 2007

Losing its charm

The bottom seems at last to have fallen out of the Jatukam market

Demand for Jatukam Ramathep amulets will taper off next year and sales ease to about Bt10 billion, just a quarter of what has been quoted for 2007.

The Jatukam Ramathep bubble may have burst, but it was a craze that ran hot for more than seven years.

In 2000, the combined market value of the amulets, perceived to be sacred, especially if they are anointed at Wat Phramahathat Worrawiharn in Nakhon Si Thammarat province, was around Bt5 billion.

According to Kasikorn Research Centre, the market doubled every two to three years, rising to an estimated Bt10 billion in 2003 and Bt20 billion in 2005.

The sales figure being tossed about for this year is a whopping Bt40 billion.

Now that could be history, and another boom is unlikely any time soon, according to those knowledgeable about auspicious objects.

The reversal of fortune can be attributed to overheated demand forcing up prices. Jatukam Ramathep amulets skyrocketed from just Bt50-Bt100 each to more than Bt2,000 for an "average" example.

In addition, the boom led to mass production of sub-standard amulets. There was frenzied speculation for quick profits, too.

Bang Lamphu amulet-trader Thep, who asked that his family name be withheld, said the boom was "really incredible".

"You only needed a tiny shop here to make tens of thousands of baht a day. The place was overcrowded most of the time.

"Now that's a thing of the past. Today less than 10 customers a day visit a big Jatukam shop. Making money is difficult."

And you can pick up an amulet over the Internet for as little as Bt5. That is a market collapse.

Kasikorn researcher Phaka-on Thipayadecha said the popularity had died.

"The bubble has burst. Demand for amulets is returning to normal, with only those who really have faith wanting them," she said.

The Jatukam Ramathep charms were created at Wat Phramahathat to pay respect to Nakhon Si Thammarat's guardian god and former ruler. The province was at the centre of the former Srivichai kingdom. Jatukam Ramathep was the name of one of its kings.

Former police officer Phantharak Ratchadej created the first amulets.

They started to gain in popularity after tales of miracles spread by word of mouth and Buddhist-amulet magazines.

"It's difficult to explain scientifically, but miracles did happen. People with the amulets survived accidents and murder attempts.

"I personally believe only in Jatukam Ramathep objects," explained Ton, a fourth-year Thammasat University student.

Their fame reached a peak on July 5, 2006 at the funeral of Phantharak. He died aged 108. More than 100,000 believers attended his funeral.

Deep faith could have been behind the feverish demand, but shrewd marketing helped too.

"With Jatukam, we are talking about faith and auspicious objects on the one hand and business and marketing on the other. Look carefully. The four Ps of marketing are all there: product, price, place and promotion," explained Wattanachai Yaninthorn of marketing magazine Positioning.

"As a product, Jatukam was of the highest quality in terms of historic, spiritual and other values. The key messages were very attractive too: helping people get rich and protecting them from evil.

"In price there was a lot of choice, starting at less than Bt100 to over Bt1 million. In place, it was simple to hire tiny stalls in a busy market or a department store from which to sell them.

"In promotion, ads abounded prior to the Jatukam peak, and makers and the Buddhist-amulet media joined forces to spur demand," he explained.

Phaka-on said amulets were now in recession due to sub-standard production and declining faith among buyers.

"This is no surprise, since what we saw this year and last was in no way sustainable. Things moved at very high speed.

"Businesswise, the boom drew many people into the trade, most of whom were new. Then there was a shortage of craftsmen making new series. Now there are sub-standard products. Many buyers have complained about this," she said.

Kasikorn forecast the market would top Bt40 billion this year. Next year it predicts a sharp fall. "But we cannot say for sure by how much," said Phaka-on.

She forecast demand would return to "a more reasonable level, around Bt10 billion a year".

Only real believers will buy, and only competent craftsmen will make them, she said.

Meanwhile, respected monks warn that the amulets are un-Buddhist. Phaka-on said the warnings were unlikely to have a long-term effect on sales because of people's obsession with amulets and auspicious objects.

She is more concerned about consumers being protected from poorly made charms.

Kamol Sukin
The Nation
http://www.nationmultimedia.com/2007/08/26/headlines/headlines_30046522.php

28 August 2007

Jatukarm amulets good news for papers

WORANUJ MANEERUNGSEE

The Jatukarm Ramathep craze has brought good fortune to the country's newspapers, which recorded 10.47% growth in advertising spending in July due almost entirely to the amulets. The results for newspapers were among the few bright spots for the ad industry, which recorded total spending growth of just 1.93% in July and a decline of 0.04% year-on-year for the first seven months, said Nielsen Media Research.

Under spending by brand, Nielsen lists ''Wat-Thu-Mong-Kol'' or ''sacred objects'' as having spent 111.54 million baht on advertising in July _ 14 times more than was spent in July last year. For the first seven months of the year, the category accounted for 465.78 million baht, against 69.35 million a year earlier.

The only brand that spent more was Pond's facial skin-care products, at 478.52 million baht. Trailing the amulets were traditional heavyweights including Oil of Olay, Coke, M-150 energy drinks, Toyota, DTAC, AIS, Breeze detergent and Colgate toothpaste.

Mass-market Thai-language papers received the lion's share of the amulet ads but the party appears to be over. The law of supply and demand has caught up with the amulets and their prices have fallen like a stone. Some can now be had for five baht each or even bought in bulk.
http://www.angkor.com/2bangkok/2bangkok/forum/archive/index.php/t-2296.html

27 August 2007

Powerful Wealth Amulet


Can this amulet make you rich ? Millions of people believe so.

The Jatukham Rammathep amulet is believed by millions Thais and to some extent Malaysians and Singaporeans, to bring wealth to its possessor.

It is reported in the Thai press that during the unprecedented Jatukarm amulet craze just a few months ago, the temple where the talismans originated, had been fully booked for rituals. Now, only a few amulet makers made requests for the temple to perform rites for new models of the talisman. Previously, the temple received nearly a thousand requests a month but now it seems very quiet.


With the craze now being over and the oversupply of amulets for the last few months, including the sale of the fake ones, has caused prices to drop sharply.

Thailand is known as the largest market for amulets. Each year several classes and types of amulets are produced and commercialised by numerous producers and investors, most of whom have links with famous monks and masters of meditation.

Whenever there is a demand for something, even if it is something considered "spiritual", there will always be willing suppliers. First, demand will exceed supply and the price will be high. Then eventually supply will exceed demand and the price will start to drop.

As with anything in life, the law of supply and demand reigns supreme. Remember the Flower Horn fish craze a few years ago ? Mature fish had an average selling price of RM250 each. After the craze, people were releasing their Flower Horns into public lakes or giving them away, for free.


By KEE HUA CHEE

Aside from ousted Prime Minister Thaksin Shinawatra, the other hot topic on the Thai people’s lips is Jatukarm, a highly sought-after talisman said to be driving the Thai economy.

I had never heard of the Jatukarm until I visited Thailand last month. Immediately I was bombarded with newspaper articles and TV stories of the Jatukarm craze. It seems all of Thailand is in its grip.

I’m told even academics in universities are writing theses on it.

So who or what is this Jatukarm?

Jatukarm Ramathep is a god associated with wealth, success and happiness. People who wear a Jatukarm talisman believe the deity will help grant their wishes. According to a friend, Krichsakol Khemamnat from Finansa Securities, Jatukarm was an 8th century king.

“He ruled over Nakorn Si Thammarat. When he died, many who worshipped him had their wishes granted. But he was only a secondary deity and not particularly revered. Even I had not really heard of Jatukarm. Jatukarm was not famous until last year when the craze started.

“We believe this is the era of Jatukarm, as he has entered the charts. As this is his golden period, he is now very, very powerful so we are all trying to grab some of his power!” Khemamnat explained.

He likened the ascendancy of Jatukarm to the Chinese animal cycle.

“We are now in the Year of the Pig, so the Boar has more power than the Dog or Horse. Likewise, this is the Year of Jatukarm! Er, actually we don’t know how long this will last but it usually lasts a few years before interest wanes.”

Most Buddhists see no harm in improving their odds in life with a Jatukarm charm, since the cheapest, “entry-level” clay amulet only costs RM3. All the popular malls sell them. Just keep an eye out for any place with heightened activity. If there is a small crowd huddling around a counter, chances are Jatukarm amulets are being sold!

Having succumbed to the craze, I bought not one, not two, but five talismans.

I paid RM200 for my jade Jatukarm at Chatuchak Market. My two flashiest Jatukarms are embellished with Swarovski crystals and cost RM350 each. They have been mistaken for rapper’s medallions or a piece of hip-hop accessory. A particularly lovely golden-hued version set me back only RM40.

The most expensive is from the original Jatukarm Temple in Nakon Si Thammarat. It came in a plastic box with the name of the temple: Wat Phra Mahatat. I was told not to throw the plastic container away for it was proof the amulet was from the temple.

I paid RM550 for this amulet at the Areewan Jewellery Shop in MBK (Mah Bung Krung) Shopping Centre. When I protested that it was scandalously expensive, owner Areewan said indignantly: “We cannot make a profit from the gods. Your Jatukarm comes from the original Jatukarm temple in Nakorn Si Thammarat, and I only make a little money from the gold and ruby locket. I sell you the pendant for the same price I paid the temple. I not make money from Jatukarm!”

Every Thai I met had a Jatukarm – from taxi drivers to the immigration officer who whipped one out of his shirt pocket when he saw mine. The bellboy at swanky Legua Hotel told me his tips had increased dramatically after he started praying to the deity!

Nakorn Veerapravati, president of the Bangkok Critics Assembly and a wealthy businessman, was kind enough to fill me in on Jatukarm Ramathep’s background.

Nakorn Veerapravati believes that the Jatukarm does bring luck.
The guardian angel(s)

“As far as I know,” Veerapravati began, “Jatukarm is the name of a guardian angel, and Ramathep is the name of another. This pair protected the stupa of Wat Phra Mahatat. I don’t know why Ramathep is not worshipped like Jatukarm, but since the name includes both, I guess we are paying homage to both.”

The story has it that 30 years ago, a policeman (or general or monk or layman, depending on who you ask) commissioned the temple to make 300 Jatukarm amulets, and these he gave away as thanksgiving presents for a wish fulfilled. Made of clay, each cost him just a few ringgit but is now worth a small fortune.

“These 300 original amulets are the most sought after! People go mad searching for them. These originals have the most power, and it is said they grant one’s wish within the hour.

“Last year, the newspapers reported that each one costs 500,000 baht (RM50,000). One was sold two weeks ago for 1.2mil baht (RM120,000). A millionaire bought one from the family who gave the originals away for 2mil baht (RM200,000).”

Last year, when his mother fell ill, Veerapravati rang a friend in Nakorn Si Thammarat to buy a Jatukarm amulet and have it delivered to him in Bangkok.

“My friend then told me something which almost gave me a heart attack: he said why should he bother doing that when I already had an original Jatukarm from the temple! He reminded me that he gave me one of the original 300 Jatukarms 17 years ago as a good luck gift when I left Nakorn Si Thammarat for Bangkok.

“Of course, back then it probably cost him only 80 baht (RM8)!

“I dropped my handphone in shock and joy. I rushed home and dust flew as I searched the cupboards and drawers for it. We Thais never throw amulets away, so I knew it was somewhere although I only wore it during my first year in Bangkok and hadn’t seen it in 17 years.

“Finally, to my relief, I found it in a drawer!”

Like David Copperfield, Veerapravati slowly and tantalisingly pulled out the precious Jatukarm from under his shirt to show me. His Jatukarm looked ordinary enough, being made from earth and clay with the embossed image of Jatukarm.

As with all collectibles, there are specialists in Bangkok who say they can verify the authenticity of such 30-year-old amulets.

“I had mine checked and the specialist said he didn’t even need a loupe, magnifying glass or scientific instrument to know that it was in perfect condition. It was hardly worn and never exposed to the sun.”

Alas, Veerapravati’s mother died anyway, though she regained her health briefly and was coherent enough to enjoy her last few months. She told her son she dreamt an angel told her that it was time for her to go since she was meant to be reborn soon.

At her funeral in Nakorn Si Thammarat, Veerapravati commissioned 1,000 Jatukarm talismans to be given away free. Word spread and there was a veritable stampede as 5,000 people queued up for his gift. The police had to be called in to restore order. He was told never to attempt this again.

According to some, this overnight craze started last year when King Bhumibol Adulyadej emerged from hospital following a successful treatment. On His Majesty’s neck, it was said, was a Jatukarm pendant.

The small pendant was assumed to be that of the Buddha but when a picture of it was magnified, it proved to be a Jatukarm. The Jatukarm juggernaut snowballed after that. Stories of its miraculous powers abound. Tales have been told of car crashes where people who wore the pendants survived whereas those who didn’t, died.

So far, sales of the amulets have topped a staggering 20bil baht (RM2bil) from an estimated 600,000 amulets produced so far. Jatukarm sales are said to have pushed up the Thai economy by nearly 0.5%!

Factories producing Jatukarms normally approach the temple in Nakorn Si Thammarat and pay anything from RM1mil to RM2mil for the rights to use the temple’s name.

Does the Jatukarm work?

Armed with my five Jatukarm, I managed to get an airport limousine for 1,000 baht, instead of the usual 2,000 baht. Upon reaching Suvanabhumi Airport, I discovered the airport tax had been done away with, thus saving me RM50! At KLIA, somebody gave me a ride home, thus saving me RM70.

In my letterbox, I found a cheque for RM980. Then out of the blue, a friend rang to offer me a 6ft tall, wooden Buddha statue I was admiring at his home two months back! He even delivered it to my condo the next day! A few days later, a friend sent over a juicer I was so taken with at her home?

Hmmm, maybe there really is something to this Jatukarm craze.

http://themalaysianlife.blogspot.com/2007/08/powerful-wealth-amulet.html

24 August 2007

Patriarch ends role in amulets

His Holiness the Supreme Patriarch will no longer provide materials from his temple, such as ash from incense or powder from bricks, to make the amulets that have sparked a crime wave in Nakhon Si Thammarat, it was announced yesterday.
Jatukham Rammathep amulets, which are believed to have magical powers and cost up to Bt600,000 apiece, can only be made with the permission of the southern province's Wat Phra Mahathat Woramahawiharn.


The Supreme Patriarch has provided materials to produce amulets to all temples and individuals that request them but will now stop doing so, the office of his secretary announced yesterday. It did not say why.


However, a source said the announcement was made after revered monk Luang Ta Bua of Wat Pa Ban Tad blessed the Supreme Patriarch to mark his 18th anniversary as head of the country's Buddhists, at Chulalongkorn Hospital yesterday.


Interest in the amulets began in the middle of last year and hit fever pitch this year. Earlier this month a woman was crushed to death when thousands of people rushed into a school in Nakhon Si Thammarat to buy coupons they could exchange for the amulets.


The amulets have become the main target of thieves in Nakhon Si Thammarat, said Colonel Yanaphat Norasing, superintendent of the police in the province's Muang district.


Amulet robberies occur daily, local residents say. Yesterday, 30 amulets worth Bt15,000 were stolen from the residence of Phra Palad Nikom Kamalo, abbot of Wat Nam Song in Muang district.


Recently, a thief broke through the ceiling of an amulet stall in the province and made off with more than Bt200,000 worth of Jatukham Ramathep amulets.


Monks from the province welcomed the Supreme Patriarch's announcement. They said they were concerned the materials he provided were being used to boost the prices of the amulets.


As demand for the amulets sparked surging prices, many Buddhists became concerned that Buddhism was being turned into a commodity. The Supreme Patriarch's announcement was welcomed as it would protect him from being sullied by those seeking to trade on his position for financial gain, said a monk involved in the incantation rites for Jatukham Rammathep amulets.


"Some amulet sellers used photos of the Supreme Patriarch giving them materials [for amulets] to boost sales," he said.


Incantation rites for the amulets can only be performed at Wat Phra Mahathat Woramahawiharn. Its abbot has said incantations for more than 30 editions of the amulets have been performed at the temple so far this year. Amulet makers from across the country have set up shop at the temple.


Although welcome, the Supreme patriarch's announcement would not lessen demand for Jatukham Rammathep amulets, a monk said.


Amulet makers have been competing to come up with new and strange materials, he said.


On Saturday night, thousands of people gathered at Wat Muang Talord and Wat Ta Chang because they heard rumours that the temples were being used to store the popular Ngern Lai Ma edition of the amulets.
http://www.nationmultimedia.com/2007/04/23/national/national_30032451.php

23 August 2007

Amulets to 'help protect' Buddhists in South

The security forces in the troubled South have announced their intention to produce spiritualist trinkets in a bid to protect the Buddhist minority from harm.
Colonel Manas Khongpan, deputy director of the Internal Security Operation Command (Isoc) in Yala, said yesterday that Jatukham Rammathep talismans would be made for Buddhists in the predominantly Muslim region.

The famous animist amulet is believed to have magical power to protect its holder from violence. Although it has no relation to Buddhism, many Thai Buddhists believe in the talisman's power and are prepared to pay large sums for them.


Isoc in Yala will produce the amulets at a temple in the province by May and then bring them to a blessing at Nakhon Si Thammarat, the original home of the amulet, Manas said.


The Boun Ban Dan amulets, meaning the "power of virtue", will be sold to Buddhists and security officials in the region.


The southern Buddhist population of around 300,000 is often the target of violence carried out by Muslim militants, who are determined to chase them out of the area, Manas said.


"The production of the Jatukham amulets will give moral support to Buddhists and help sustain the religion," the colonel said, as if the amulets were linked with the faith.


Many Thai Buddhists mix animism with their religious worship.


Any profits from amulet sales will be spent containing violence and the money will be managed transparently, he said.


A spate of violence erupted in the deep South at the beginning of 2004 and around 2,000 people have been killed since.


It continued yesterday in Yala's Bannang Sata district as militants sprayed bullets at a passing pickup truck, killing one person and injuring six.


Police said some 10 Buddhists on the truck were attacked while travelling back from a funeral in neighbouring Pattani province. Some of the group briefly returned fire before retreating.

http://www.nationmultimedia.com/2007/03/14/national/national_30029259.php

22 August 2007

Jatukham fever shows no sign of breaking


Panya Ruengsawang (left), owner of a Jatukham amulet shop in Phuket City, discusses amulets with a customer.

PHUKET City: Jatukham Ramathep amulets and shops that sell them seem to be springing up all over Phuket, reflecting the hope that springs eternal among their devotees.

The amulets, priced from 50 baht to several hundred thousand baht, have become the latest craze – not just in Phuket but across the country and even abroad.

Nationwide, the business was estimated to be worth 20 billion baht in 2006, according to research by Kasikorn Research Center.

Shops selling the Jatukham amulets have been operating in Phuket for more than a decade, but it is only in the past several months that the number and visibility of these shops has skyrocketed, following a spate of media reports about the amulets.

In the past two or three months alone, between 10 and 20 new amulet shops and stalls have opened across Phuket, said Panya Ruengsawang, owner of one of the oldest Jatukham shops in Phuket City, on Rassada Rd near the Suriyadet Circle.

He estimates that about one million baht exchanges hands every day in Phuket’s Jatukham trade.

“When I started my shop in 1993 there were no more than three amulet shops in Phuket to serve amulet lovers. However, in the past year Phuket has seen at least 10 new shops. During the most recent Jatukham boom over the past two or three months, another 10 to 20 amulet shops have opened,” said K. Panya, 55.

Originally from Nakhon Sri Thammarat, the amulets are believed to bring good luck and business prosperity, which is why younger people and business owners are buying them, K. Panya said.

“It used to be that our customers were mostly older folks, but now we have more working men and women, along with teenagers, buying amulets. The local interest in Jatukham amulets has definitely been brought on by the national craze,” he said.

“We also have a lot of international business owners who want to take the Jatukham amulets home with them, so they are buying amulets as well. The prices are going up so quickly that sometimes I reserve a top amulet for about 100,000 baht, but before I can even put it in the customers hands the price goes up to 300,000 baht.

“The most sought-after type of Jatukham are of the original Jatukham Hluk Mueng series, produced at Wat Mahatat in 1987. Prices for these generally start at 400,000 to 500,000 per amulet because they are so difficult to find now. The Jatukham Kod Sed Thee (Megarich) is also very popular, especially in Singapore and neighboring countries. Those can fetch between 60,000 and 80,000 baht each.”

The boom in amulet shops in Phuket is helping K Panya’s shop. Although there are fewer customers, they are buying more expensive amulets.

“I don’t have as many customers as I used to because there are so many shops to choose from now,” he said. “I used to turn a profit of 800 to 2,000 baht per day, but since the Jatukham boom started three months ago, my profit jumped to 4,000 to 6,000 baht per day. Some shops have more than 10,000 baht per day profit.”

K. Panya said that he expects the prices, and profits, from Jatukham amulets to continue to increase in Phuket, especially if more miracles are attributed to them in the media.

With so may people getting in on the Jatukham bandwagon, perhaps it should come as little surprise that the government is seeking for ways to get its share of the spoils.

In late April, Revenue Department Director-General Sanit Rangnoi said the department was sending officials to check the estimated income from Jatukham transactions and was considering whether to tax enterprises related to the soaring sales of the amulets.

“There is a tremendous amount of money floating around in the amulet market. If the production of the talismans is for commercial purposes, it should be taxed. If the production is done purely out of faith, it may be exempt,” he said.

Thus far there has been no announcement that the Revenue Department was planning to move forward with the tax.

By Sompratch Saowadhon
http://www.phuketgazette.com/thirdweek/business.asp

21 August 2007

Now, Jatukham shadow puppets

The massive popularity of Jatukham Rammathep amulets has expanded to another famous product from the South - shadow-play puppets - and those involved are making handsome returns.
Images of many popular Jatukham Rammathep series are carved and varicoloured into cowhides and now much sought after by collectors. A standard size - 60cm by 60cm - Jatukham Rammathep cowhide piece is priced at Bt2,500, or higher rates when resold to retail buyers or tourists.


Makers of shadow-play puppets had previously had a hard time selling their products, as the popularity of the traditional performance itself has fallen among young people. To make them sell, all Jatukham Rammathep cowhide pieces must undergo local blessing ceremonies like the amulets that are also blessed by monks.


A maker of shadow-play puppets in Phatthalung, Sirat Sareebutr, said Jatukham Rammathep cowhide pieces made her around Bt70,000 a month - much more than her regular income from selling puppets.


Sirat sells Jatukham Rammathep cowhide pieces for Bt2,500 each to middlemen, who will resell them for around Bt2,900 or Bt3,500. If the cowhide piece is put in a special decorated frame she can earn Bt7,000 to Bt12,000 for one item.


Somphong Choojit, chairman of shadow-play puppets in Phatthalung, said his group would soon begin making Jatukham Rammathep cowhide pieces, as a large number of orders had come from buyers.


He said making Jatukham Rammathep cowhide pieces would double his monthly income of around Bt200,000, which he had earned through carving and decorating the image of Luang Phor Thuad - a late Buddhist monk highly revered among Buddhist southerners - on cowhide pieces.


The extensive sale of Jatukham Rammathep amulets now involves direct-sale techniques employed by housewives, or college students who sell part-time during school breaks. Sellers go around neighbourhoods door-to-door, seeking buyers with catalogues of images of various amulet models.


Many women already involved in direct-selling of cosmetics also include catalogues of Jatukham Rammathep amulets with their list of products. They make about 10 to 15 per cent in profit selling the already popular amulets directly to clients at their homes.


One woman called Katewadee who does direct selling said amulets were only acquired for buyers only after orders were placed, so that saleswoman don't have to carry the cost when going from house-to-house.
http://www.nationmultimedia.com/2007/04/19/national/national_30032134.php

20 August 2007

Thunder of good fortune


Booming sales of Jatukham amulets is helping fuel the Thai economy, which otherwise would be at a standstill, say believers.
AT 4am, thunder roused a 40-something Thai businesswoman from sleep. As the sky thundered four times, Sujira Khovitoongij became frightened because when she looked out from her Bangkok apartment there was no rain or lightning.

She calmed down after realising that “Jatukham Rammathep had spoken” to her.

“At first I was very scared, but then I remembered that my business partner told me when there was such thunder it meant Jatukham was giving his blessing to my business venture,” relates Sujira of her experience that June 9 morning.

She and her business partners were to launch a store selling the Jatukham Rammathep amulet later that day.

They are among thousands of Thais cashing in on the Jatukham craze in Thailand that began last year. “In this business, these is no risk, only high returns. (On launch day), your company can make 60 million baht (RM6.3mil). I'm not exaggerating,” she declares.

She was not exaggerating. The Kasikorn Research Centre, a leading Bangkok-based economic think tank, estimates that since late last year Jatukham fever has generated more than 20 billion baht (RM2.1bil).

Jatukham, which is commonly worn in a plastic case around the neck, is so popular that recently a woman was trampled to death in a scramble to buy the amulet.

To explain the Jatukham phenomenon, Sujira narrates her own experience. When she enquired about a vacant store in the Nation Tower in Bangkok, she was told that it was booked. So she prayed to Jatukham.

And when she called the building management again, she was informed the store was available, as the person who booked it had cancelled his booking. “Jatukham performs miracles for those who ask his blessing,” she explains.

Sujira also relates a story about a Thai actor who was involved in a car accident. “He should have died, but he survived because he was wearing the Jatukham amulet,” she says.

Thais are also buying the amulet as a collector's item. “It is not only sacred, but its designs are also artistic,” she explains, adding that she planned to purchase amulets made of gold for her two young sons for them to use as dowry in the future.

When asked why Thailand is in turmoil although Thais believe in Jatukham, Sujira responded: “The sales of amulets is helping the economy. If there was no Jatukham business, our economy would be at a standstill.”

According to a report in The Nation, there are many legends regarding Jatukham Rammathep. The most credible account is that Jatukham Rammathep are “the aliases” of brother princes Inthara Sairen and Inthara Khao Kheo, sons of King Jantharaphanu, who ruled the Sri Thammasoke realm, the capital of the Krung Srivijaya Kingdom (757-1257) in southern Thailand, after their father founded it.

“The Sri Thammasoke realm began to degenerate as a result of their father’s absence of 20 years during which he expanded his dominion to as far as eastern India. The brothers founded a new capital at Chang Khom Sirithammarat (present-day Nakhon Si Thammarat), and renamed the realm Srivijaya Suvarnabhumi,” The Nation reported.

“(Even) long after their deaths, the two princes continued to be idolised by succeeding generations, and today are remembered by their preferred names of Jatukham and Rammathep.”

In 1987, Jatukham amulets priced at 39 baht (RM4.10), were created in Nakhon Si Thammarat to raise funds to build a Holy Pillar Shrine.

Today, the price has skyrocketed. For example, Sujira's company, Maharajmaharuay, sells amulets at between 199 baht or RM21 (for those made of clay) and 134,000 baht or RM14,100 (gold).

For the record, the most expensive Jatukham was one of the first ever minted, in 1987, which was sold for 1.2 million baht (RM126,000).

In a few months, Maharajmaharuay will export Jatukham amulets to Malaysia. “Apart from Thailand, Malaysia is a big market for Thai amulets as Malaysians, especially Buddhists, believe in them,” notes Sujira.

On the day Sujira launches her product in Malaysia, she hopes to be awakened by drum rolls of thunder.

http://thestar.com.my/columnists/story.asp?file=/2007/6/30/columnists/thaitakes/18121591&sec=Thai%20Takes

19 August 2007

Royal Thai Air Force takes Jatukham amulets on board

The craziness about Jatukham amulets is literally taking new heights as the RTAF is taking some much-sought-after amulets on routine flights on F-16 fighters in the hope of boosting their supernatural powers and market value.


Jatukham Rammathep is the name of an unusually popular amulet sold by some Buddhist temples in Thailand. The amulet is named for two princes of the Krung Srivijaya kingdom of southern Thailand, and is believed to provide protection and good fortune to the bearer.

Air Chief Marshal Paisal Sitabutr, the Air Force's deputy commander, could not explain the logic behind his reasoning but maintained the F-16's and F-5's supersonic speed would quicken one's good fortune, protection and prosperity. The unprecedented height would make the amulets stand out above the rest, literally and figuratively.

The fact that such a "dignified" institution as the Air Force was behind the making of this series of amulets would boost its reputation and sales, according to Paiasl. To mix business with amulets and the military seems so natural now in Thailand...

On Monday, the Air Force organised incantation rites for its amulets in Prachuab Khiri Khan. Paisal said the Air Force decided to join the Jatukham Rammathep fever because it wanted to collect huge sums of money for renovation of Wat Mahathat in Bangkok and the twin pagodas, Phra Mahathat Napha Methanidon and Phra Mahathat Naphaphon Phumisiri, on Doi Inthanon in Chiang Mai.

The renovation projects costing about Bt100 million are to commemorate the 80th birthday of His Majesty the King in December, he said.

Paisal saw nothing wrong in the Air Force generating money by producing amulets and using the fighter jets in the incantation.

"Nowadays, what else can be done to generate huge money better than Jatukham?" he said. "We have fighters that fly regularly. We just asked the pilots to take the materials [to produce the amulets] with them. We did not hold any special flights for this thing," he said.

Since last year, Jatukham fever has spread throughout the country, grabbing the attention of celebrities, politicians and ordinary people.

The Kasikorn Research Centre estimated that from late last year more than Bt20 billion had been generated by the Jatukham craze. The Revenue Department was considering whether to tax enterprises related to the soaring sales of Jatukham items.
http://www.f-16.net/news_article2408.html

18 August 2007

Jatukham - Ramathep and Tourism Industry of Nakhon Si Thammarat

The trend of "Jatukham-Ramathep" is the new occurrence of Thai society. Though the definition and meaning of Jatukham-Ramathep are still puzzled and lure to find out the answer. Many chronicles and theories have been trying to sort out the solution but still there is no conclusion for the case. Some said thatJatukham-Ramathep are the protecting Theva of Nakhon Si Thammarat, some said Jatukham-Ramathep are the gods of war in Hindu and are the sons of Siva that Tamil people have been respecting for thousand years. Some also said thatJatukham-Ramathep are King Jantharapanu who declared independence of Nakhon Si Thammarat from both Lawo and Srivichaya realms.

However, Nakhon Si Thammarat that is known as the source of Jatukham-Ramathep is promptly flourishing. All roads are heading to Nakhon Si Thammarat unceasingly. It is also believed that the genuine Jatukham-Ramathep medals must get through the virtue functions of Buddhist and Deva at Wat Phra Mahathat Woramahawihara and the City Shrine. Such trend makes tourists and believers from all four peninsulas everyday until Nakhon Si Thammarat becomes surprisingly agile and colorful. Flights to Nakhon Si Thammarat are increased in response to the unceasing number of tourists. According to the trend, hotels, restaurants, souvenirs shops, photo shops, publishers, frame shops, as well as herbal grounding shops are taking advantages of it. It can be said that the trend ofJatukham-Ramathep has been over turning tourist situation of Nakhon Si Thammarat to be unexpectedly thrived. The stories and believes about Jatukham-Ramathep are varied as same as variety models of Jatukham-Ramathep that have been made. Only sharing the same practice of worshiping the Jatukham-Ramathep , must behave itself to be in complete Five Precepts, Moral Fears, and working with full effort for the success. In response to thetrand, Tourism Authority of Thailand (TAT) produced the Aor Sor Thor magazine, May 2007 issue, introduced the civilization of Nakhon Si Thammarat and tour programs introducing connecting routes in between responsible areas of TAT Southern Office Region 2 with the intentions to provide earnings to locals and extend length of tourist stays.
http://www.tat.or.th/south02/hotnewsdet.asp?id=304&dept_id=4

17 August 2007

Who is Jatukham Rammathep?

In light of last week's extraordinary scramble for coupons to buy a fervently desired amulet - which saw a woman crushed in a stampede at a temple in the South - many are asking just what is Jatukham Rammathep? And why does it produce such hysteria?

There are many legends about the origins of Jatukham Rammathep, the name used to identify a certain kind of amulet, but it is generally agreed that it goes way back in the mists of time, long before the northern kingdoms emerged.


Perhaps the most credible account is provided by late crime-buster Phantharak Rajjadej, who helped to create the famous amulets, as described in an almanac authored by Seawrite Award winner Jamlong Fangchollajit, a native of Nakhon Si Thammarat, where the history of it is set.


Jatukham Rammathep is two people, not one. The names are the aliases of brother princes Inthara Sairen and Inthara Khao Kheo, sons of King Jantharaphanu, who ruled the Sri Thammasoke realm, the capital of the Krung Srivijaya Kingdom (757-1257) in southern Thailand, after his father who founded it.


The Sri Thammasoke realm began to degenerate as a result of their father's absence of 20 years during which he expanded his dominion to as far as eastern India. The brothers founded a new capital at Chang Khom Sirithammarat (present day Nakhon Si Thammarat), and renamed the realm Srivijaya Suvarnabhumi.


Some legends say Jatukham Rammathep was another royal person living in a different era altogether, while others suggest it was a name given to King Jantharaphanu himself.


But all legends - under the influence of Mahayana Buddhism which was widely observed during the period - commonly believe that whatever king or royal person the name belongs to, the right holder of the name is an Avalokitesvara, a future Buddha after numerous rebirths committed to intense self-dedication and intense sacrifice.


Long after their deaths, the two princes continue to be idealised by succeeding generations of residents of Nakhon Si Thammarat and today are remembered by their preferred names of Jatukham and Rammathep as guardian angels.


The Jatukham Rammathep amulets were first produced in 1987 as part of the establishment of the province's Holy Pillar Shrine. The circular amulet, with a 5cm diameter, was priced at Bt39.


Today, the amulets sell for between Bt200 and Bt500 for the basic item, and as much as Bt1,000 for amulets produced in a limited edition. The prices can soar sharply by up to 10 times when their popularity peaks after just a few months. For example, the "Arch-Millionaire" series now trades at around Bt10,000 compared to about Bt150 when it was released in May last year.


The reported highest price ever paid for a single amulet is Bt1.2 million - by a mine owner to the original owner of a 1987 charm. An unconfirmed report earlier this year said the owner of a local lingerie store in the province sold a number of the amulets for Bt3.2 million to a buyer based in the United States.


There are more than 150 series of Jatukham Rammathep amulets planned for this year alone. Productions must be approved by the Pillar Shrine committee and the amulets are required to undergo Buddhist and Brahman blessing ceremonies held at the Holy Pillar Shrine or Mahathat Woramaha-wiharn temple in the province.
http://www.nationmultimedia.com/2007/04/17/national/national_30032023.php

14 August 2007

The Death of Jatukham Fever

Written by Stephen Cleary
The following is a brief translation of a headline story from Wednesday's Thai language 'Thai Rath' newspaper.

Dozens of Jatukham amulet vendors and customers made another harsh complaint last week to the ‘Office of the Consumer Protection Board’ this time in regards to the latest brand of Jatukham called ‘Super Profit Rich’, which turned out to not be as nice as promised in the original advertisements. In fact, the Board has received more than 200 complaints this year from disgruntled Jatukhum fans. Jatukham Fever is finally coming to its end after countless competitors have flooded the market with low quality unattractive amulets.

Just yesterday, our reporters went to 3 popular Buddhist amulet locations to investigate for themselves whether there had been a demise in interest for the Jatukham amulet. It was found that there was nothing of the enthusiasm and fervor for the Jatukham amulet as the one which took the country by storm earlier in the year. There were far less Jatukham stalls and customers these days. Much of the demise in popularity is due to the market having been stalked by mostly fake amulets. Amulets which were once asking a price of several hundreds can not even be sold for tens of baht now. One shop we saw had placed up a sign stating ‘Business Closed’ and were selling off their amulets for just 5-20 baht. Still, no passer-bys were interested!

One amulet dealer admitted that just too many Jatukham amulets and different brand names had been produced. He went on to say that some vendors had ordered hundreds of thousands of baht’s worth of amulets during the Jatukham fever, but now – they couldn’t knock them off anymore. He blamed the demise on too many brands, unattractive brands and the rampant counterfeit production of popular ones. He said that customers had felt cheated by producers who had promised ‘lovely’ amulets but after receiving theirs, complained that they were just not up to standard.

It certainly looks like the billion baht Jatukham amulet industry will soon be coming to the end of its short life.

http://www.thai-blogs.com/index.php?blog=8&cat=167

13 August 2007

More 'Jatukham' Miracles!

Written by Stephen Cleary
The Thai newspapers have been full lately of supposed Jatukham amulet miracles. Here below is a brief translation of today's sensational headline story. Courtesy of the Thai Rath newspaper

On the second day of the latest Jatukham ceremony at a temple in Chumphon province the place was heaving with Jatukham followers. Devotees included famous monks and movie stars. Among all these folk were well-known actress ‘Yart Yart-thip’ the ex-girlfriend of Mr Thaksin’s son, Phanthongthae. Her mother also came.

At 2:19pm, just when Miss Yart-thip was taking part (above pic right), an unbelievable thing happened. The sky which had been bright all day suddenly turned dark and through the clouds a holy image of Rahu appeared! Everyone was amazed and most people present believed the miracle was the work of Jatukham.
At the same time, the crowds were so excited by the Jatukham ceremony that there was a huge frenzy to purchase a Jatukham amulet priced 200 - 39,000 baht.
Miss Yart-thip said that she had never before come to Chumphorn province but came this time because of her belief in the super powers of Jatukham.

Besides just the ‘Jatukham Cloud/Yart-thip’ miracle another one also happened the day before. On the first day of the ceremony, the organizers invited lots of important government officials and movie stars including Miss Jui – Woratya (above pic top left). Then, just when Jui was playing with the holy water a Grade 12 student took a photograph with his digital camera. After, when the student inspected the photo he was flabbergasted to see a sign of Jatukham appearing on her head, another miracle! Miss Jui utterly shocked, said that she had only read of such miracles before in the local newspapers and never believed that such a holy thing would happen to her.
The promoters, on seeing the photograph, immediately asked for a copy.


(From yesterday's Thai Rath, another Jatukham cloud miracle!)

On the same day, our reporters went to Kanchanaburi province to meet up with Mr Decha - a very big politician for many decades. Their intent was to ask him about a supposed Jatukham miracle which happened at the funeral of a 72 year-old man he had been present at. The story goes that when a relative of the deceased took a photo of the dead body a sign of Jatukham amazingly appeared on the body’s jacket. Mr Decha told the reporters that the story was absolutely true and called for the photo-taking relative to bring a copy. He also said that Jatukham was really holy and everyone who had one was to ‘think good and do good’.

Mr Chin, the younger brother of the deceased, told our reporters that his elder brother, a devout Buddhist, had always because of his deep faith, blessed his Jatukham amulet. In his will too, he had divided up all his amulets to family and friends.

http://www.thai-blogs.com/index.php?blog=8&cat=167

12 August 2007

Thai Amulet (Jatukam type) Saves Boy in Accident


A Thai boy had almost unbelievable good fortune, Thai people attribute to the amulet he wore on his neck. The amulet was a round, Jatukam type Thai amulet that was encased in a 18K gold case and worn around his neck religiously.

The boy was riding in a vehicle with his family when there was a horrible accident. Everyone sustained very serious injuries except this boy that came away completely unscathed. The photo is of the boy displaying his magic Thai amulet...

Buddha amulets, revered monk amulets, and even amulets with rulers of the province a Thai person lives in are all considered to have special protection powers. There are countless examples of Thai amulets saving the person that was wearing it.

Right now there is a country-wide craze about the Jatukam amulets that many Thais (most) believe are very powerful. These are recently made amulets and are going for very high prices in Thailand. The starting price for a real, sacred, Thai amulet of this type (Jatukam) is around $300 USD. I don not sell these on my site because frankly Americans and Europeans don't quite get it yet. Foreigners value the old Thai amulets, the antiques. These new Jatukam amulets are more of a Thai thing and probably will last a few more years. The jury is out on how long, but EVERYONE is wearing their new Thai Jatukam amulet (pendant).
http://thaibuddhaamulets.blogspot.com/

11 August 2007

Jatukam Ramathep Nakhon Si Thammarat


Jatukam Ramathep Nakhon Si Thammarat

This jatukam amulet is made in Wat Phra Mahathat Woramahawihan, Nakhon Si Thammarat Province. It was mass-chanted by 68 monks during a Holy ceremony. Nowadays, Jatukam amulet is very popular in Thailand. The price and value of jatukam amulets has increase non-stop over the years. This amulet is also popular in many foreign countries too. This is because of supernatural power and miracle from JaTuKam RaMaThep. Jatukam RaMaThep is a holy god who protects Phra BaRomMaThat at Nakhon Si Thammarat province.

According to historians, old Nakhon Si Thammarat was a part of Srivijaya, a coastal kingdom incorporating Sumatra, the Malay Peninsula, mainland Indochina and western Borneo that flourished from around 500 CE until the late 11th century.
History also tells us that the Vajrayana sect of Mahayana Buddhism held sway in Srivijaya, and that its ruler considered himself a bodhisattva.
Legend has it that King Chandrabhanu, who was also known as Pangpagan, was a black-skinned warrior who courageously battled evil. This is why amulets of Pangpagan and Rahu (a black deity who inspires terror) are included in the group of Jatukam talismans.

The classic Jatukam is depicted seated, with his right leg slightly lifted; JaTuKam RaMaThep means soul of former king of Sri Vichai Kingdom. He is full of prestige and popularity. Moreover, he is full of ten virtues.


People believe that JaTuKam RaMaThep was a former king of Sri Vichai Kingdom who protects Phra BaRomMa That and Nakorn Sri ThammaRat City. JaTuKam RaMaThep is a symbol of Bodhisattva.


This amulet feature jatukam, sitting on top of pra rahu. People say pra rahu will eat away all the bad luck and evil and jatukam will give you all the good luck and success. This amulet is made of many old holy powder and material.




Suitable for people


1) Who wants success in life

2) Able to ask for any wish to be fulfilled

3) Protection and best of luck everyday

4) Overcome obstacles and hardship in life.

5) Business to boom

6) Sales to boosts up

7) Well-liked and respect by all

8) Get rid of bad luck, evil, bad influences and increase personal luck.

9) Fortune fetching and attract wealth from all four personal direction of life.

10) Power, authority and confidence to carry out any difficult task.


Three rules to keep while making a wish from jatukam,


1. Possible wishing that not contrary with morals


2. After successful wishing needs to act of keeping one’s promise


3. Make merit and good deed dedicate to JaTuKam


There are many more testimonial and different effect, but only when you wear this amulet then you will be able to experience the true power and blessing of jatukam ramathep.

miracle-thaiamulet.com

10 August 2007

How to pray



Some voice of whom praying them
- 'I worship the Jatukam deity in the way I worship the Lord Buddha and Arahants'
-' The Jatukam deity is always gives my blessings and protects me followers from danger'
-'It’s a miracle.I knew that the amulet was created for me'
-“The Jatukam deity won’t help bad people. His worshippers have to at least practise the five Buddhist precepts. And the deity won’t help us if we ask for things that we can’t afford or things that aren’t moral. I hope to buy a small house for my family and I believe the Jatukam deity will help me,”
More information
The talismans are made in Nakhon Si Thammarat, Songkhla and Ayutthaya by laymen and Buddhist monks.
According to historians, old Nakhon Si Thammarat was a part of Srivijaya, a coastal kingdom incorporating Sumatra, the Malay Peninsula, mainland Indochina and western Borneo that flourished from around 500 CE until the late 11th century.
History also tells us that the Vajrayana sect of Mahayana Buddhism held sway in Srivijaya, and that its ruler considered himself a bodhisattva.
Legend has it that King Chandrabhanu, who was also known as Pangpagan, was a black-skinned warrior who courageously battled evil. This is why amulets of Pangpagan and Rahu (a black deity who inspires terror) are included in the group of Jatukam talismans.
The classic Jatukam is depicted seated, with his right leg slightly lifted; sometimes he has a seven-headed serpent behind him.
The black Pangpagan is shown seated cross-legged with his hands raised to cover his eyes, and flanked by serpents. Rahu can be recognised as a demon’s head.
Other symbols on Jatukam talismans include the sun and the moon, the animal signs representing the 12-year cycle and symbols of old Nakhon Si Thammarat’s 12 cities.
Not everyone agrees, however, that the Jatukam deity’s true identity is the Chandrabhanu bodhisattava. Some locals believe that the Jatukam is the guardian of the Maha That (the remains of Lord Buddha) in Nakhon Si Thammarat’s Maha That Temple, built around 854 CE.
According to ancient beliefs, Maha That was the sacred centre of both the city and the universe.
Two statues of the deity, with names engraved at their bases, stand at the entrance of the Maha That pagoda: Tao Jatukam at the west gate and Tao Ramathep at the east gate, while the head of Jatukam decorates the top of the new city pole.

09 August 2007

Thailand caught in an amulet craze

By Todd Crowell

NAKHON SI THAMMARAT, Thailand - This city lies at roughly the same latitude as as the internationally renowned resort destination of Phuket, except that it is on the Gulf of Thailand side of the Malay Peninsula, while Phuket is an island in the Andaman Sea.

Nakhon Si Thammarat is an ancient city, tracing its present incarnation to the 13th century. One can easily discern the outlines of the old city in the current layout of streets and in the remnants of the city wall.

Lately, Nakhon Si Thammarat has become a tourist destination, possibly the biggest in Thailand. Four flights a day from Bangkok disgorge visitors. They stream off buses and trains. The city estimates that 1.6 million people visited in 2006, straining its modest accommodations.

Very few of the visitors are foreign tourists - no sun-seeking Europeans, no backpackers, no beachcombers. During the weekend I spent there, I encountered only one other farang (ethnic-European foreigner), a Dane who was attending his brother-in-law's wedding, and he seemed happy enough to get back to Chiang Mai.

The Thai visitors are pilgrims, really. They don't come because of the city's rich history, the Makhalon archeological site to the north or the Phrom Lok Waterfall or any of the other attractions touted by the Tourism Authority of Thailand, Southern Region. No, they come for just one reason: Jatukam!

All of Thailand is in the grip of Jatukam fever and the supposed magical powers of the talisman, but nowhere else is it so all-consuming as in this city, where it all began. It seems every other citizen is wearing one of the amulets.

They are easy to spot, since they look like Olympic bronze medals suspended by a chain around the neck. Sometimes more than one. (Thai joke: A man goes to the doctor complaining of neck and shoulder pain. The doctor points to the five Jatukam medallions strung around his neck and suggests he lighten the load.)

It is impossible to ignore the phenomenon here. Billboards plastered on the side of buildings display the latest models. Sound trucks that in any other Thai city might be advertising boxing matches or the candidates in local elections broadcast information on new medals.

Along Ratchadamoen Road, the city's main street, whole shops are given over to display cases stocked with the medallions in their little plastic cases, generally priced from 2,000-5,000 baht (US$62-$154). Even stores that sell ordinary household items still have a few cases displaying the latest amulets.

The Jatukam craze has become a huge bonanza for Nakhon Si Thammarat and the Buddhist temples that give the medals their blessing. Of the city's 560 temples, 200 produce the amulets, and more are planning to do so. The sales and visitors have brought in more than 10 billion baht. (Nationally the amulets trade is estimated at 40 billion baht.)

Jatukam fever is bringing in so much money that the Thai Revenue Department is considering whether to tax the amulets, helping to offset loss of tax revenue from the general downturn in the economy. "There's a tremendous amount of money floating around in the amulet market," said department director general Sanit Rangnoi.

What is Jatukam?
The amulet's full name actually refers to two people, Jatukam Rammathep, and their origin is obscure and difficult to understand for someone not steeped in Hindu-Buddhist mythology. By some accounts, they were princes in the 13th-century Srivijay Kingdom of which Nakhon Si Thammarat was the center.

Another theory is that the names are a corruption of Khuttugama and Ramadeva, two Hindu guardians that can be seen alongside the stairway leading into the inner sanctum of the Great Stupa of Wat Pra Mahathat, which is said to be the most important and historic Buddhist wat (temple complex) in southern Thailand.

The first Jatukam amulets were stuck and sold in 1987 (they now fetch prices in excess of a million baht, or nearly $30,000). But only a few of the amulets were sold for many years. The craze only took off last year.

Most Jatukam enthusiasts associate the amulets with a much more contemporary figure, Police Major-General Phantarak Rajadej, the provincial police chief who died last September at age 103. He was said to have magical powers and was instrumental in building the holy site called the City Pillar, now a center of the amulet trade.

His cremation ceremony here in February drew tens of thousands of people, some hoping to obtain one of the talismans distributed to mourners. His Royal Highness Crown Prince Vajiralongkorn presided.

On a rainy Saturday, I found my way to the City Pillar to observe the consecration of a new Jatukam amulet. The pillar is a golden stele, with the four faces of Buddha at the top enclosed in a white alabaster structure.

In the late morning, the courtyard was already crowded with people. A huge offering table displayed a feast of symbolic offerings: heaps of grapes, bananas, crabs, durians, even two hogs' heads. A loudspeaker blared out constant announcements or prayers. Every now and then one heard the crackling of fireworks.

At 1:30pm, 10 saffron-clad monks took their seats on a long bench on one side of the pillar and began a steady, droning prayer chant that lasted for 40 minutes as people paid their respects by listening respectfully, their hands folded in prayer.

On the far side of the pillar complex, several men were kneading clay that would be pressed into amulets. The chanting came to a close, and a senior monk took his place in front of a press, having the privilege of striking off the first amulet.

Then he stood up, cupping the newly minted medallion in the palm of his hand for all to see. People crowded around to gape and take pictures as if it were some kind of exotic and fabulously expensive rare jewel. Another little Buddha was born.

Hope amid uncertainty
There are plenty of theories to explain the enormous popularity of the Jatukam phenomenon in Thailand at this time in its history. And there are plenty of people happy to testify about motorbike accidents survived, of diseases cured by the miraculous power of the amulet.

Some argue that the phenomenon is symptomatic of the "confused state of Thai Buddhism" - to quote The Nation newspaper - where temples and monks are willing to debase their religion and calling for the enormous profits that can be had from amulet sales, sales that dwarf the traditional temple trinkets by a huge margin.

Some argue that Thais are feeling insecure given the country's political turmoil and the aging of their beloved monarch, His Majesty King Bhumibol Adulyadej, and thus put their faith in objects they think can bring them good fortune, or at least keep away the bad.

One should not discount their sheer collectibility. New amulets are issued almost every day. Glossy, four-color catalogues display the latest models complete with the numbers of each limited edition and their prices.

And there is also the simple excitement of one young woman at the City Pillar as she struggled to convey in her limited English to this unenlightened farang why she was so happy to be present at the consecration of a new Jatukam amulet: "It gives you everything."

Todd Crowell is a Thailand-based correspondent for Asia Times Online.

www.atimes.com

07 August 2007

Rules fail to cool Jatukam fever

Marketing gurus said earlier this year that those involved with the making of Jatukam Ramathep should be honoured for their excellent job.

The market value of this talisman has skyrocketed despite the absence of any evidence that supports the existence of the Hindu god.


Creativity thrives as the market gets saturated. A research study found out that the talisman started to experience a drop in market value in June when it was estimated that nearly 1,000 editions had been produced.


TITV last weekend aired some scenes at temples where new editions of Jatukam were being produced. Each edition needs a new marketing scheme to make sure that the public knows of its supernatural power and will scramble for one of the amulets.


The more they know of the power, the higher the success of the new edition. At one temple, the abbot sliced a blade on the back of a half-naked man, as if to show he could be saved from harm via the power of Jatukam.


More interesting was an interview with an official from the Religious Affairs Department. Asked whether the department would do anything with the temples or abbots involved in such horrible marketing schemes, the official was reluctant to make an outright statement. He simply said the department would look into monks' discipline to see if they violated any rules.


In conclusion, it would take time to see what they can do with monks involved in crazy marketing campaigns.


Bolder was the Consumer Protection Board. Daily News reported on Monday that the board had received more than 100 complaints about Jatukam in the past few months. Initially, the board set out to protect consumers with a regulation that bans the words "luck", "rich" and "invulnerable" in advertisements, as these claims could not be proven. Without those words, the talisman may not attract buyers.


Failing to follow the rules, the makers are liable to fines of Bt30,000 or six-months' imprisonment, or both. Meanwhile, media that run such ads would be subject to half the penalty.


On the same day, when the Buddhist Lent started, many newspapers ran Jatukam ads. Two editions are "Ruay Jing" (Really Rich) and "Mee Tae Ruay" (Richness Only). Needless to say, they violate the consumer board's rule.


The fine may be too low or the makers may not yet be informed of the fine. Whatever, if the rule is really enforced, the board would only become richer and richer.

achara_d@nationgroup.com
The Nation

06 August 2007

Jatukam: sense and sensibility

Marketing gurus said earlier this year that those involved with the making of Jatukam Ramathep should be honoured for their excellent job. The market value of this talisman has skyrocketed despite the absence of any evidence that supports the existence of the Hindu god.
But a research study recently showed that the talisman started to experience a drop in market value in June when it was estimated that nearly 1,000 editions had been produced.

Indeed, I don't quite believe it. Despite the nearly 1,000 editions, I think there are not enough Jatukham for everyone. One of my friends are still happy to pay over Bt30,000 for her favourite edition.

But convincing me of the saturated market was the increasing creativity required in marketing the new editions.

TITV last weekend aired some scenes at temples where new editions of Jatukham were being produced. Each edition needs a new marketing scheme to make sure that the public knows of its supernatural power and will scramble for one of the talismans. The more they know of the power, the higher the success of the new edition. At one temple, the abbot sliced a blade on the back of a halfnaked man, as if to show that he could be saved from harm through the power of Jatukam.

I don't believe that slicing other men, no matter if the men are willing or not, is among the 227 rules that monks are bound to honour.

More interesting was an interview with an official from the Religious Affairs Department. Asked whether the department would do anything with the temples or abbots involved in such horrible marketing schemes, the official was reluctant to make an outright statement. He simply said that the department will look into monks’ discipline to see if they violated any rules. In conclusion, it would take time to see what they can do with monks involved in crazy marketing campaigns.

Bolder was the Consumer Protection Board. Daily News reported on Monday that the board has received over 100 complaints about Jatukam in the past few months. Initially, the board set out to protect consumers with a regulation that bans words “luck”, “rich” and “invulnerable” in advertisements as these words could not be proven. Without those words, the talisman may not attract buyers.

Failing to follow the rules, the makers are liable to fines of Bt30,000 or sixmonths imprisonment or both. Meanwhile, media that runs such advertisements would be subject to half of the penalties.

On the same day, when the Buddhist Lent started, many newspapers ran Jatukam advertisements. Two editions are named “Ruay Jing” (Really Rich) and “Mee Tae Ruay” (Richness Only). Needless to say, they violate the Consumer Protection Board’s rule.

What can be said? The fine may be too low or the makers may not yet be informed of the fine. Whatever, if the rule is really enforced, the board would only become richer and richer.

Not until people realise their own power in changing their destiny will this stop. New editions would certainly come onto the market with bolder and bolder advertising tags. Though they are selling for less money, it seems the products are still wanted, more than ever amid the obscure situation inside our Kingdom.

http://blog.nationmultimedia.com/lin

05 August 2007

The message of the Most Venerable Thich Nhat Hanh, world-famous Zen master, seems like a quiet whisper amid the current clamour for Jatukam Ramathep a

But if you listen attentively, you'll find his teaching is very close to the Buddhist heart. He simply says that you too can become an enlightened person if you focus your mind on the present and become mindful or conscious of your daily activities.


To him, nirvana is not something that lies in the future or in the past but something you can experience right now, with every breath you take.


Ironically, the voices of the leaders of Buddhism in this country are nowhere to be heard. In fact, they have not raised any alarm over the spread, like wildfire, of the Jatukam Ramathep amulets, which have become a new source of hope, luck and protection for desperate Thais.


One estimate puts the number of Jatukam Ramathep amulets now on the market at four million, priced from several hundred baht to more than a million each. But soon the prices will burst like a stock-market bubble.


We have moved further and further away from the original Dharma teaching of the Buddha.


We probably needed an outsider like Hanh, who is a Mahayana monk, to remind us, as followers of Theravada Buddhism, how far we have deviated from true Buddhist doctrine.


Eighty-one-year-old Hanh's teaching is similar to the Most Venerable Buddhadasa Bikkhu, who went against the mainstream Buddhism of his time by directing us right to the heart of Dharma without the need for rituals cloaked by orthodox practices.


Buddhadasa said every one of us could attain enlightenment by looking at a flower and by experiencing eternity in the state of the present.


Hanh, who is participating in the Visakha Bucha celebrations as a guest of the Thai government, also tells us to experience Dharma directly by awakening our minds. To him, Buddhism is simply a vehicle to help us attain enlightenment. It is the means, not the goal.


This is similar to a situation when you want to travel to a destination, say, Chiang Mai. Once you have reached Chiang Mai, you forget your comfortable aircraft or your car.


Hanh, a Vietnamese Zen monk who now resides in France and has followers around the globe, further explains that you can apply this concept of mindfulness to all kinds of activities in your daily life such as driving or walking. Most of the time, you find that you allow your normal life to be guided by instinct rather than by consciousness or mindfulness.


Take driving to work as an example. Most often, you are surprised to find that you have arrived at the parking lot of your office without realising how you have done it. In this respect, you are driving your car by instinct, while your mind is wandering everywhere. An accident could occur at any time.


But if you drive with consciousness, you realise every moment, every second. You are thus in firm control of your driving.


More than 2,000 years have passed since the Lord Buddha propounded his concept of space and time. But the state of the present is very tricky. Once you realise it, it has already become the past. And you can't grasp the future because it has not arrived yet.


So what exactly is this very elusive state of the present? It is neither the past nor the future, and it exists in a fraction of a millionth of a second.


Buddhist Dharma explains that our soul exists in a state of the present, similar to the light of a candle, which comes into being and vanishes almost simultaneously. The light comes into being by the burning of the wax before disappearing as the wax burns out. But then new wax gives the light a new lease of life before vanishing again in this life-and-death cycle.


So the candlelight is simply an illusion of this alternate burning and vanishing process. If we understand this very nature of our mind, then we'll realise the way of the world and become enlightened.


Hanh's teaching has the power to motivate people from the West because they can apply it to their lives.


He wants you to focus on the present and then do your best, live your best and then think well, talk well and act well.


But if you are to observe the practice of Theravada Buddhism in Thailand now, you'll have a hard time understanding what Buddhism is all about. This has given rise to the misunderstanding that Buddhism is turning one's back on the world.


Thai monks are no longer role models as they are increasingly involved in worldly scandals.


Do we have to close our eyes to the world, close our ears to the sounds, avoid the taste of food, avoid smells and ignore our senses? This is not necessarily so.


For us, as lay Buddhists, we can live a normal life by simply being aware of our activities every single moment. We can let our conscious mind, instead of instinct, guide us. Then we will have compassion towards our fellow human beings. Then we can love peace, accept differences and have more understanding of others.


This is the essence of Hanh's teaching, which makes him one of the world's most popular Zen monks.


Thanong Khanthong


The Nation

04 August 2007

The tourists may be flocking to Nakhon Si Thammarat for Jatukam amulets, but the province has so much more to offer, writes Nattaporn Luangpipat.


Published on August 4, 2007

The southern province of Nakhon Si Thammarat has long been known for its rich jungles and beautiful beaches, but the environment isn't what's drawing the crowds. Over the past couple of years, it's become one of the hottest spots in the Kingdom with visitors flocking to its temples to witness the daily consecration of Jatukam Ramathep amulets.


Introduced in the province with little fanfare 20 years ago, these amulets have gained a huge following among Thais, who believe they bring fortune.


Today, incantation ceremonies are held all over town, with the centuries old Wat Phra Mahathat Woramahawihan a favourite place for consecration.


Not all residents are pleased at the onslaught of visitors, though, fearing that vibrations from trucks carrying the newly minted amulets into temple grounds will damage this important historical site.


The pagoda, which stands 56 metres high, has a distinctive Sri Lankan style and its spire is covered in gold. Stupas and trees surround the pagoda and golden Buddha images are lined up on both sides of the building.


It's hot in the city and we're relieved to leave for Khanom, a small coastal town about 80 kilometres north of the city, where we board a long-tailed boat to try our luck at netting some cuttlefish.


Because of the rocks, even medium-sized fishing boats can't come close to the shore. Night has already fallen as we transfer from the small long-tailed boat to a larger vessel, but within 10 minutes of boarding, the green light and fresh bait on the hook has landed our prey. Our host grins and tells us we are lucky.


"Usually, cuttlefish are best caught when the moon is on the wane. The moon is bright tonight so they are harder to catch," he explains.


"These days, we catch less fish because the trawler owners are greedy. The local people are satisfied with a plain and peaceful life. But the trawler owners try to take advantage of nature. They spread anaesthetic under the sea, wait for a few minutes and catch as much fish as they want."


"It's not fair to the fish. It's a dishonourable fight and really selfish," complains a fisherman.


After a few hours of moving from place to place and no more fish in the net, we sail back to the shore. Other boats, we learn, caught up to 10 cuttlefish and their owners offer to grill the meat for us. We decline and head to the resort to get some sleep.


The next morning, we head out on sparkling aquamarine waters to see the pink dolphins that are unique to the Khanom coastline. Some small fish swim alongside the boat and the helmsman tells us they are called luk pla pan or baby Pan fish, a favourite food of the mullet.


Before long we see the dolphins, said to be the only school left in Thai waters. Not much is known about the dolphin's colouring because of their remoteness and rarity, but it is thought that they turn pink as they get older.


Pink dolphins are also found in small populations off the coast of China and Vietnam and are struggling to survive due to pollution and over-fishing.


We arrive back to Khanom in the evening and head to the weekend market in town, where stalls are selling aromatic fish soup, fried chicken and vermicelli salad. Business is brisk and before long, the stalls kill the lights, signalling that their pots are empty.


A giant colourful playground has been set up in an adjacent lot and the local children are having a great time on the slide. A group of women are taking part in an aerobics class while others, their shopping finished, have gathered around the stage to watch traditional dancing, country folk performances and comedians.


"The market is busy and there are many more people because of the Jatukam ceremonies. The amulets are being made and consecrated every day. It's good for us, we sell more," confides a merchant, gesturing towards the shrine where, despite the late hour, an incantation is just finishing.


Even here, in quiet Khanom, Jatukam fever is raging.


Nattaporn Luangpipat


The Nation

01 August 2007

MONK'S COOKIES MAKE THEIR MARK


Jatukham snack manages to rock amulet craze
Story by PIYAPORN WONGRUANG


Bakery staff press "Jatukham" cookies that mock the public craze for Jatukarm Ramathep talismans.

Revered monk Phra Payom Kalayano, who introduced the "Jatukham" cookies to mock the craze for the Jatukarm Ramathep talismans, has shrugged off the uproar by producers of the highly prized amulets.

The monk said he viewed the angry response positively. It showed the cookies were a success. Otherwise the amulet producers would not be up in arms.

"I learned that there were positive and negative responses to the cookies," said Phra Payom.

"My cookies are intended to bring back people's consciousness. They can have faith in sacred items, but they should also be sensible in leading their lives."

For months, the monk had watched the craze for the talismans with growing concern. He said the talisman worshippers were drifting away from the Lord Buddha's teachings, which accentuate self-reliance and good deeds.

People were coming to believe the talisman had supernatural powers to bring wealth.

"This will lead people to nothing but losing their rationality. It is unhealthy for the religion if we allow this trend to go on like this," the monk said.

He had some help from his followers in launching the cookies, which he called Jatukham, playing on the talisman's name but altering the spelling.

Somboon Ijayavorakul, chief executive officer of the graphic design company Watta, helped design the four-bite biscuits.

Mr Somboon said he appreciated the monk for his attempts to educate Buddhists, particularly through his columns in a newspaper.

He got the idea from a comic strip that featured a character munching a talisman he had mistakenly thought was a cookie.

The thought-provoking cookies resemble the popular talismans, and are the same size. One side bears the word "Jatukham" with a gold leaf, and the other the words Ou Ar Ka Sa, as well as Phra Payom's signature.

The four words are taken from the Lord Buddha's teachings, reminding Buddhists to maintain self reliance, from which everybody can be rich.

The words mean diligence, saving money, association with good and moral people, and being simple and modest.

"If it was not for Phra Payom, this would never happen.

"He is the kind of person who is capable of understanding and embracing new and innovative ideas," said Mr Somboon.

The monk's assistants are also capping the production to prevent any misunderstanding that the cookies are being sold for profit.

Phra Payom does not intend to put the biscuits on supermarket shelves. They come packed in sets, four to an aluminium can. People can buy them by contacting Wat Suan Kaew in Nonthaburi's Bang Yai district. They get a free dharma lecture CD with each purchase.

However, the queue is so long that today's orders will be delivered early next month.

The temple's clerk said orders have gradually eased, not like in the first few weeks. This may reflect the declining popularity of the talisman itself, she said.

"If people were more conscious about the craze for Jatukarm, the cookies' popularity would decline as well," she said.

However, Sataporn Assatarakul, a 47-year-old customer, said she did not believe the biscuit buyers and talisman worshippers were of the same group.

Many purchase the cookies for their friends in the hope of spreading Buddhist teachings.

"We are trying to help. If our friends can think a little more about what is good for their lives, that is good.

"But if not, we just think of the purchase as a chance to make merit, while our friends have nice cookies to eat," said Ms Sataporn.

http://www.readbangkokpost.com

Distinguishing Jatukams


The Wat Wang Tawan Tok area of NST, long an area for buying and selling amulets, has turned into a paradise for those who want to buy sought-after models of Jatukam priced from 70 to 100 baht each. Priced this low, it is doubtful they have passed through the sacred ritual, which, along with the materials used to produce them, distinguishes the "real from the fake" images. Reportedly, only a skilled eye can tell the difference.

When Perspective visited Wat Wang Tawan Tok last month there was a huge crowd of people, even though it wasn't on the weekend. Most locals know about the place where people can buy Jatukam that have not passed through the sacred ritual. Many people were buying the Jatukam for souvenirs or gifts, others purchased large amounts but declined to say why.
Vendors were also close-mouthed about how and where they obtained the Jatukam.

If only people paid attention to the materials which are purportedly incorporated into certain models of Jatukam, they would likely question how they could be obtained.

Brochures and leaflets promoting various Jatukam models list the components. For example, one model claims to use bits of earth surrounding the burial site of the placental material and umbilical cord of Luang Por Tuod (Wat Chang Hai, Pattani), who is said to have passed away 425 years ago. When Perspective tried to contact persons in charge of the production of this amulet at Wat Mahayong in NST to ask about the claim, a monk deferred the question to some people at a downtown centre. When these people were tracked down, they also failed to provide any information on how they were able to find the place where the placenta was buried.

On reflection, it would seem that many of the materials might be quite hard to secure, such as soils from places mentioned in the chronicle of the Lord Buddha's journeys in India and Nepal. Some Jatukam models are even claimed to contain leaves of Sara trees in Kushinagar, the place where the Lord Buddha attained paranirvana.

The agencies responsible for obtaining the materials claim they are able to get them by sending people to India and Nepal, but they do not want to be named in newspapers.

The sacred rituals are usually performed at various temples. Some models advertise that the ritual is performed on multiple occasions - three, five, seven, up to nine times - on particular Jatukam. Most models perform the ritual, at least once, at Pra Mahathat Voramahaviharn temple, the main temple in Nakhon Si Thammarat, which is fully booked until the end of this year.

The rituals have certainly interrupted the normal schedule of those who wish to study and practise Dharma. One nun and her followers had to move their classes from the main Vihara of the temple to a kitchen. "There are a lot of noises since the temple became the venue of sacred rituals for Jatukam," said the nun.

The rituals for some models are held on mountaintops which are considered sacred, or the "umbilical cord of the sea", reportedly at the mouth of the Nakhon Si Thammarat sea located in Pak Phanang district.

There are a number of monks, shamans and Brahmans whose presence is highly prized at these rituals. Some producers say they have to put a large amount of money into an envelope for each of these holy men.

Bangkok Post

AMULET SENDS MIXED BLESSING


While Jatukam may have brought fortune to some, the majority of people in Nakhon Si Thammarat are still lacking in basic necessities. — NATIONAL HUMAN RIGHTS COMMISSION
The Jatukam talisman craze and related businesses have injected a stimulant into Nakhon Si Thammarat's economic growth, but at what cost, asks SUPARA JANCHITFAH

On the surface, it seems that the booming trade in Jatukam talismans in Nakhon Si Thammarat (NST) is a completely positive development for the province. When one looks deeper, however, it becomes apparent that there is a downside to being ground zero for the phenomenon that has taken Thailand by storm.

The abrupt success of Jatukam-related businesses has translated into jobs and prosperity for many people. Locals commonly observe that the amphetamine trade in the province is not as widespread as before. This is in line with statistics from the Office of the Narcotics Control Board (ONCB) which reveal that in October of last year there were 121 drug cases in NST province. Six months later, in March, the number of cases had drastically declined to only four (see graphic).

No clear explanation has been given behind the waning of activity, but it seems plausible that it could be due to a switch from amphetamine trafficking to the legal marketing of Jatukam.
On the other hand, reports on crimes such as theft, often involving Jatukam, are on the increase in the province, as a quick glance at local newspapers attests. This might be related to the high demand for some Jatukam models.

Many locals are also worried that some people in the Jatukam trade do their business in dishonest ways. "I met one of my students who purchased imitation Jatukam that cost him around 100 baht for three images. He said he sells them for 800 baht each in Bangkok," said a teacher at a secondary school.

"I asked him, don't you think this is a sinful act? He told me that he was just satisfying the needs of those buyers who want to get special models at a low price," he added.

Moreover, there are a number of reports that some vendors have run away with money from buyers who paid in advance for yet-to-be released models, using forged advance reservation books. The fake agencies do not show up on the appointed days to give buyers the talismans.

www.readbangkokpost.com