This has spurred interest in spiritual businesses, enhancing tourism with people seeking fortunes in various aspects of life despite religious or traditional differences. For example, on Valentine’s Day, many flock to Bangkok's Trimurti Shrine seeking love.

Businesses are capitalizing on this trend, offering horoscopes, amulets, and auspicious advice, with 93 companies operating in this niche by last January.

A survey by Hakuhodo Institute reveals that 88% of Thais embrace spiritual beliefs, mainly for personal prosperity. Worship helps 52% find peace, 21% gain life confidence, and 13% believe in wish fulfillment by deities.

Diverse worship preferences emerge across genders and generations: Men seek relief from suffering, while women aim for decision-making confidence.

Generational differences highlight traditional worship in Gen X for health and morale, whereas Millennials (Gen Y) adapt beliefs for prosperity and leverage social media. Gen Z integrates spirituality with fashion for enjoyment amidst digital influences and societal pressures.

Understanding these preferences, marketers can tailor spiritual goods and services, offering a win-win for businesses and consumers in tapping into Thailand’s deep-rooted spiritual culture.