The "Mu-te-lu" trend, encompassing beliefs in magic and spirituality, has captured global attention, including significant interest in Taiwan. The global market for related industries, such as fortune-telling and the trading of talismans and amulets, is estimated to be worth around 2.3 billion USD.Platforms like Etsy host over 36,000 sellers in the Magic Industry, and the hashtag #WitchTok has amassed nearly 50 billion views on TikTok.

Academic study of magic and occultism, such as the new Master’s degree in Magic and Occult Science offered by the University of Exeter starting in the 2024 academic year, aims to formalize and legitimize these beliefs. This shift in perception transforms the image of magic and occult practices from being seen as superstitions to something systematic and academically recognized. This has led to a growing popularity of Thai sacred items, such as amulets and talismans, among Taiwanese consumers. These items are increasingly available on online platforms and e-commerce sites, particularly near Brahma shrines and in night markets.

Thailand's strong cultural foundation and local beliefs align with the Magic Economy trend. If Thailand can establish a recognized and academically accepted framework, it could become a significant soft power in the Taiwanese and Asian markets.  An example of this potential is seen in brands like Alp Kirin, which demonstrates how products designed with lifestyle and spiritual "blessings" can add substantial value. This trend aligns with modern consumer behavior, where many consumers place high value on the intangible qualities of products.

For more information:
Department of International Trade Promotion, Ministry of Commerce
Phone: 0 2792 6900
Link: https://www.ditp.go.th/