Decoding Muketing Strategy: Sales Through Belief

“Want success? Just go Mu!” Here, ‘Mu’ is short for ‘Mutelu’, a term that’s recently made its way into the Thai vocabulary, symbolising a supernatural, luck-attracting force. This catchy slogan has evolved into a life mantra for many in today’s era. It reflects how people are turning to beliefs, mystic practices, and sacred charms to boost their luck and invite success into their lives. This is evident from the trend of visiting temples to seek blessings or making it a ritual to check horoscopes annually. 

Moreover, if we take a closer look, the past couple of years have seen a fascinating shift. The magic touch for enhancing fortune isn’t just for individuals anymore. Many brands and businesses have cleverly woven the concept of “Mutelu” (mixing magic with belief) into their marketing strategies, introducing the world to “Muketing” (a blend of magic and marketing). This trend is taking the digital marketing scene by storm, proving that a little belief in the magical can go a long way. 

So, what exactly is Muketing strategy, and why is it the talk of the town in the marketing scene? Let’s explore the magic behind this trend.


What is Muketing strategy?


What Is Muketing Strategy All About?

Muketing” or “Marketing + Mutelu” is the blend of marketing strategies with beliefs and faith to reach the target audience, boost sales, and paint a positive image for brands. This trend is blazing hot right now in Thailand, showing the powerful influence of “beliefs” on consumer behaviour. It could also be dubbed Emotional Marketing, as it plays with emotions and feelings to connect with consumers. Although Muketing is great at creating shared experiences and engaging the target audience, it comes with a cautionary note about respecting people’s beliefs and faith. So, when using this strategy to sell products or make profits, one should also be genuinely considerate and sensitive towards consumers.

Why Is Muketing Strategy Trending Right Now?

1. Meets the Needs of Modern Consumer Behavior

A survey by Dusit Poll from Dusit University on “Thai People’s Behavior and Beliefs in Luck” found that over 70% of Thais believe in luck and are inclined to use products and services that enhance their fortunes more than other products (Dusit Poll, 2023). Modern consumers are diverse, including those who believe and those who don’t believe in luck. However, what they have in common is the desire for confidence in life. Muketing meets this need by offering products and services that enhance fortune, making consumers feel comfortable and ready to face various challenges.

Examples of Muketing consumer behaviour include:

  • Searching for information on mystical sciences like astrology, tarot cards, feng shui, and worshipping sacred objects.
  • Buying products and services that enhance fortune, such as amulets, talismans, and ritually blessed items.
  • Participating in activities and workshops about auspicious things.
  • Spreading luck by sharing experiences and recommending Muketing products and services to others.

2. Strengthens the Brand

In a highly competitive business environment, a Muketing strategy can create a unique selling proposition for the brand, attracting the target group’s attention and making the brand memorable. This strategy helps create brand differentiation, setting the brand apart from competitors with a distinctive and interesting image.

3. Expands Customer Base to New Groups

The Muketing group is large and highly faithful, as seen in the report “The Rise of M-Commerce in Southeast Asia” by iPrice Group, which shows that the e-commerce market in Thailand is continuously growing, and Muketing products are among the most popular categories (iPrice Group, 2023). Therefore, Muketing is an interesting strategy that can help expand the customer base to new groups the brand may never have reached.

Examples of Muketing target groups include:

  • Working-age individuals looking to boost their fortune in finance, career, and love.
  • Students wishing to enhance their educational fortune.
  • Merchants seeking to improve their business luck.

4. Increases Business Opportunities

Muketing can help boost sales, generate revenue, and create new business opportunities for brands. Brands can use the concept of Muketing to meet consumer needs through the production of goods and services, launch marketing campaigns that blend beliefs and mystical sciences, and collaborate directly with Muketing influencers (like famous fortune tellers) to promote products and services.


A Guide On How To Start With Muketing Strategy

Know Your Target Group

For a solid Muketing strategy, the first indispensable step for a brand is to deeply understand its target group. Brands should analyse their customers’ beliefs, preferred sacred objects for worship, etc., to select strategies that resonate with customers, effectively attracting and stimulating product/service purchases.

Choose the Right Muketing Strategy

There are various Muketing strategies – brands should choose ones that fit their product/service, target group, and marketing budget.

Examples of Muketing strategies include:

  • Creating limited edition products that incorporate beliefs, like talismans, deity-themed T-shirts, or ritually blessed items.
  • Organising events related to luck and prosperity, like giving away amulets or conducting blessing ceremonies.
  • Producing content about beliefs and mysticism in engaging formats such as articles, videos, infographics.
  • Collaborating with famous Muketing influencers to promote products and services.
  • Sponsoring religious or belief-based events.

Create Engaging Content

Good content can attract interest and make the brand memorable. Brands could create relatable content for their websites or social media pages that might go viral and reach more Muketing customers. 

Examples of Muketing content include:

  • Articles on beliefs, mysticism, and fortune-enhancing tips.
  • Videos reviewing mystical places or ways to worship sacred objects.
  • Infographics summarising beliefs and tips for enhancing fortune.
  • Live sessions with Muketing experts answering questions about beliefs.

Choose The Right Muketing Influencers for Your Brand

IFamous Muketing influencers with a fan base matching the target group can help brands reach customers more accurately. Consider factors like follower count, target audience, content, and image.


Analyse Results and Adjust the Strategy

After a campaign, brands can use Analytics tools to analyse outcomes such as sales, engagement, reach, and feedback. This data can help adjust content to better match customer preferences and tweak strategies to suit current conditions.

Brand Cases Using Muketing Strategies

Cosmetics Brands

  • Maybelline: Launched a lipstick collection named “Maybelline Fit Me Matte + Mellow Lucky Lipstick.”
  • L’Oreal: Organised an event, “L’Oreal Paris Boost Your Fortune for the New Year”, giving away lucky charms.
  • NARS: Partnered with Muketing influencers to review products and share fortune-enhancing tips.

Fashion Brands

  • Pomelo: Ran a promotion “Pomelo Muketing Shopping for Boosting Your Fortune.”
  • Jaspal: Collaborated with Muketing influencers for a fashion shoot that included fortune-enhancing tips.

Food and Beverage Brands

  • MAMA: Introduced a “Tom Yum Goong Prosperity” flavoured noodle pack.
  • Nestle: Held a “Nestle Lucky Draw” event where participants could win lucky prizes.

Precautions When Using Muketing Strategies

  • Avoid Over-Promising in Advertising: While it’s a strategy that plays with customer beliefs, brands should not engage in misleading, deceptive, or superstitious advertising. Such actions are unethical, potentially damaging the brand’s credibility and positive image, and could lead to legal issues, including charges of false advertising under consumer protection laws.
  • The Value of Products and Services is Just as Important as Belief: A successful Muketing strategy doesn’t rely solely on beliefs as a selling point but also emphasises the value of products and services. High-quality products and services that meet real needs can satisfy customers, encouraging them to make repeat purchases.
  • Respect the Diversity of Beliefs in Society: Effective Muketing requires respecting the diversity of beliefs in society. Brands should be cautious of marketing that could be seen as disparaging, blasphemous, or violating others’ beliefs. Avoid generalising or stereotyping Muketing consumers as superstitious, and offer a variety of products/services to meet different needs. This approach helps brands respect others’ rights and reach customers with various beliefs.

Future Trends in Muketing

Muketing is becoming an increasingly noteworthy marketing strategy for the present and future, with interesting trends emerging, such as:

  • Using AI and Big Data: Brands will analyse customer data, behaviours, and beliefs using AI and Big Data to develop more targeted Muketing strategies.
  • Utilising AR and VR: Brands will employ AR and VR to create novel Muketing experiences that attract customers.
  • Leveraging Influencer Marketing: Brands will use Influencer Marketing, partnering with famous Muketing influencers to promote products/services in new ways.
  • Adopting Content Marketing: Brands will create content related to beliefs, mysticism, and fortune-enhancing tips through Content Marketing to attract customers.
  • People worshipping Thao Wessuwan 


Dive into the Muketing magic! It’s the trend that’s got Thailand buzzing, opening doors to exciting business growth. Keen to make it yours? Primal Digital Agency, Thailand digital marketing agency, is here to help. We’re all about crafting strategies that fit your business like a glove. Ready to see the magic happen? Drop us your details, and let’s start chatting today!