Faith Art and Buddhist Commercialism: A Cultural Analysis through the Phenomenon of Sak Yant

Abstract

This academic article aims to explore the interrelationship between faith, art, and Buddhist commercialism through the case study of Sak Yant, a ritual deeply rooted in Thai society. Although the origins of Sak Yant are unclear, its patterns and script reflect a strong connection to Buddhist beliefs. Over time, Sak Yant has evolved into a legendary practice recognized both nationally and internationally, particularly within cultural tourism. However, societal changes have led to a decline in traditional faith surrounding the ritual, while the aesthetic aspect of the tattoo has become increasingly significant, especially among the younger generation. The growing popularity of Sak Yant has also opened pathways for commercial exploitation, with some unethical actors capitalizing on the sacredness of the ritual for profit. Therefore, the dynamic interplay among faith, art, and commercialism warrants deeper examination within the context of contemporary Thai society.