Gen Z, aged 12 to 27, are the most interested in ‘muteru’ or faith-related topics on social media compared to other generations, a study by social media data expert Zanlu reveals. It became.
The term “Muteru”, derived from the Indonesian horror film “Muteru: Occult War”, encompasses a wide range of topics, products and services related to faith, from amulets and amulets to fortune-telling and religious tourism.
This fusion of Buddhism, Brahmanism, animism and occult beliefs has become the driving force behind Thailand’s economy in recent years.
Zanroo researched public interest online using social listening tools from January 1 to September 16 and found that there were approximately 3.91 billion engagements related to the Mutel topic in Thailand. He said it was clear.
94.5% of these social media engagements come from TikTok and 4.6% from Youtube. The contribution rates of Facebook, X, and Instagram were negligible at 0.4, 0.3, and 0.2, respectively.
According to Zanlu, about 190 million contracts express positive opinions about the so-called faith economy, and about 4.8 million contracts are negative, most of which express people’s religious and supernatural beliefs. It added that it involved fraud based on certain beliefs.