DON'T SETTLE FOR JUST ANY AMULET : THE JATAKA PROMISES INSTANT RELIEF

from The Nation
Story by Kwanchai Rungfapaisarn
The Deva amulet, better known as the "Jatukam", is becoming a hot item as it is believed to bring fortune to its owners in the blink of an eye.
While many retail shops selling Buddha amulets and coins are witnessing a drop in sales, those selling Jatukam amulets are experiencing long queues of enthusiastic customers.
One buyer claimed the amulet could immediately answer her wishes, prompting her to start collecting more of them.
Jatukam is named after a prince of the Srivijaya kingdom in southern Thailand who lived around 1,700 years ago. When his kingdom was threatened he managed to defeat his attackers. As a result, people worship Jatukam when they feel insecure or are worried about the economic situation.
Another buyer collects Jatukam amulets not only because of his belief in their magical powers but also for their stylish design.
"The amulet makes buyers feel they have something to hold onto in a volatile situation," said Nattanya Burapakorn, owner of one Jatukam amulet shop in Bangkok. She claimed to sell between 100 and 200 Jatukam amulets per day.
Tor Duangvichai, owner of an antique Buddha amulet shop, said that during this difficult economic and political time, people felt insecure. "So they look for these, which satisfy their wishes in a very short time and at a low investment cost," he said.
But what is the difference between a Jatukam and a Buddha amulet?
Nattanya says customers tell her the Buddha amulet does not answer their wishes immediately and they have to strictly continue to do good deeds, unlike the Jatukam, which customers claim enables them to fulfil their wishes within a short period.
There are over 400 different models of Jatukam amulets on the market. The first model, made in 1987, cost less than Bt100. It is now worth between Bt500,000 and Bt600,000.
Nattanya said the price of a Jatukam had increased due to rising demand. The price of some of the most sought-after models jumped five times within a short period after the launch last year.
Laem Pisalo, editor of the Buddha amulet section of the Thai-language newspaper Kom Chad Luek, said those who worshipped Jatukam amulets ranged from businessmen to merchants and grass-roots people.
The most expensive Jatukam amulets cost between Bt1.5 million and Bt2 million each.
He added that many investors and temples now created Jatukam amulets instead of general Buddha amulets to ensure a quick return on investment. Jatukam-makers spend over Bt100 million a year on advertising in several media channels.
Tor said around 55 temples had plans to make the amulets, while last year more than 90 temples turned out the prized talismans.
"It is a boom era for the Jatukam," said Tor.
Almost 60 per cent of the retail amulet shops at Pantip Plaza Ngamwongwan have now turned to focus on promoting the Jatukam rather than the Buddha amulets, he said.