BANGKOK – Gen Z, aged 12 to 27, are the most interested in “muter” 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.
Research shows that around 50% of Mutel’s engagement comes from Gen Z, with popular topics including fortune telling to improve your luck, makeup and fashion, and products and services to help you find your soulmate. .
Gen Y (ages 28-43) contributed about 26% of faith-related activities, with popular topics focusing on religious trips, visiting temples, and collecting and trading amulets.
Finally, Gen X (ages 44-59) accounted for 12% of engagement. People in this group are interested in visiting temples, feng shui (Chinese feng shui), and finding “lucky numbers” to buy lottery tickets.