Muketing, The Superstition In Modern World as a Marketing Tool

Introduction

Throughout history, humans have been deeply connected to supernatural beliefs. Ancient civilisations often attributed natural phenomena like thunderstorms, eclipses, and diseases to the actions of gods, spirits, or other supernatural forces. These beliefs helped explain the unexplainable and provided comfort in the face of uncertainty. Even in today’s world, where science and technology are universal, supernatural beliefs continue to have a significant impact on how people live. Recognising this, a marketing strategy known as “Muketing” has emerged.

What is Muketing?

“Muketing” is a combined word of ‘Mu Teluh’ and ‘Marketing,’ originating in Thailand, where supernatural beliefs are particularly influential. ‘Mu Teluh’ is not a native Thai term, it is believed to be borrowed from an Indonesian thriller movie titled ‘Penangkal Ilmu Teluh’. In this context, ‘Ilmu,’ meaning ‘knowledge,’ is shortened to “Mu” without retaining its original meaning. ‘Teluh,’ meaning ‘superstition,’ remains in its original form. Thus, ‘Mu Teluh’ has become a borrowed Thai phrase to describe superstition. Then, “Muketing” is a marketing tactic or strategy using superstition as an approach.

Examples of Superstitions Around the World

As a manifestation of supernatural beliefs, superstition plays a significant role in daily life of the global population;

Friday the 13th (Western):

In Western cultures, Friday the 13th is considered an unlucky day. This superstition likely stems from Christian beliefs, particularly the Last Supper, where 13 people were present before Jesus was crucified on a Friday. The fear of this day has become so widespread that some people avoid activities like travelling or making major decisions on Friday 13th.

Image of The Last Supper by Leonardo da Vinci

Number 4 (Asian):

In many East Asian cultures, the number 4 is considered unlucky because it sounds like the word for "death" in Chinese (死, pronounced "si"). As a result, buildings may skip the 4th floor, similar to how some Western buildings avoid the 13th floor.

Image from gigazine “Why are 4, 13, 17, 39, and 666 considered 'unlucky numbers'?”

The Evil Eye (African, Middle East):

The Evil Eye is a belief that certain individuals can cause harm or misfortune through their gaze, often out of envy or malice. To protect against the Evil Eye, people in many North African and Middle Eastern countries wear amulets or use symbols like the Hamsa hand.

Image of Evil Eye from EVILEYEHAND.COM “The Mystery of The Hamsa Hand And the Idea of Evil Eye”

The Role of Superstition in Modern Society as a Marketing Strategy

Superstitions continue to play a role in modern society, influencing behaviours and decisions. While some view them as mere traditions, others take them seriously, shaping their actions around these beliefs. In some cases, superstitions can even impact business practices, such as avoiding certain numbers in product names or building designs. Additionally, they can be leveraged in marketing strategies, like “Muketing,” to deeply connect with people's beliefs and emotions, making a significant impact on consumer behaviour;

Emotional Appeal: Superstitions evoke strong emotions, such as fear or hope. By aligning products or services with these emotions, marketers can create a stronger connection with consumers.

Example: A skincare brand launches a new night cream during a full moon which is believed to enhance the power of beauty, calmness, and nurturing. Consumers may hope that this product will bring better results to their skin on their night beauty routine.

Image of a night cream and the full moon

Sense of Control: Superstitions often give individuals a perceived sense of control over uncertain situations. Products marketed as lucky or protective can appeal to this desire for control.

Example: Jim believes that wearing clothes in lucky colours each day will help him avoid bad luck. However, due to his strict work uniform requirements, he can't change his clothing colour daily. To address this need, an accessory company launches a series of jewellery designed in the colours traditionally considered lucky. By offering these accessories, the company provides consumers like Jim with a way to integrate their superstitious beliefs into their daily routines, even when their primary clothing options are restricted. This approach helps consumers maintain their sense of control over their luck and fate through small things like jewellery, reinforcing their connection to the brand.

Image of lucky colour chart from Facebook Page “The Smart Local Thailand”

Cultural Relevance: Superstitions vary widely across cultures, allowing for targeted marketing that feels personal and relevant to specific demographic groups.

Example: In Chinese culture, particularly during Chinese New Year, eating certain foods is believed to bring prosperity and good fortune. Duck is one such food symbolising wealth and success. Although Swensen's doesn't sell duck, they creatively design an ice cream shaped like a duck to symbolise 'fortune' during this festive season. The dessert features a vanilla ice cream core, coated in rich chocolate with pecan caramel, and finished with a polished glaze. By aligning the product with this cultural superstition, Swensen's effectively taps into the tradition of seeking prosperity, making their ice cream not just a treat but also a symbolic gesture of good luck for the new year.

Image from Official Facebook Page of Swensen’s in Thailand “We Love Swensen's”

Combining Muketing and Event Marketing:

The two strategies can be combined to create a powerful marketing campaign. For example, a brand might host an event that aligns with local superstitions or cultural beliefs. This could include a product launch on an auspicious date, with the event featuring symbols and rituals tied to good luck or protection.

Example: A healthy beverage brand launches a pop-up store with a witchcraft theme. The store sells various drinks, each with a unique benefit, such as detoxification, clear skin, or sickness recovery. To align with Muketing, the pop-up event could also offer tarot card readings, where customers can receive personalised beverage recommendations based on their tarot reading. This not only taps into the mystical and superstitious appeal but also creates an immersive experience that draws in curious customers.

Image of a pop-up store with a witchcraft theme

By integrating Muketing into Event Marketing, brands can create culturally resonant experiences that not only attract attention but also build a deeper emotional connection with their audience.

Some Additional Points to Consider

Superstitions can be powerful motivators for consumer action. By aligning their products or campaigns with these beliefs, brands can create a unique selling proposition that stands out in a crowded market. However, it’s essential to approach this strategy with sensitivity to cultural norms and beliefs to avoid negative results.

Building Trust and Loyalty:

By incorporating superstitious elements into products, brands can build trust with consumers who believe in these practices. For example, selling a product as "blessed" or "auspicious" can resonate deeply with consumers who value these attributes.

Creating Exclusivity:

Limited-edition products tied to specific superstitious dates or events can create a sense of exclusivity and urgency (FOMO). This strategy often leads to increased sales as consumers rush to purchase items they believe are lucky or protective.

Cultural Sensitivity:

When leveraging superstition in marketing, it’s crucial to understand the cultural context. What is considered lucky in one culture may be seen as unlucky in another. Brands must research and understand the superstitions of their target market to avoid cultural missteps.

Ethical Considerations:

While Muketing can be a powerful tool, it's essential to use it ethically. Exploiting people's beliefs or creating false narratives can lead to negative consequences for the brand.

Conclusion

Superstition remains a powerful influence in modern marketing, giving rise to "Muketing," a strategy that leverages these rooted beliefs to connect with consumers on an emotional and cultural level. By aligning products and campaigns with superstitions, brands can create unique and resonant marketing approaches that stand out. Whether it's launching a product on an auspicious date or designing a pop-up store around mystical themes, Muketing offers a way to tap into consumer emotions and cultural relevance. However, brands must approach this strategy with cultural sensitivity and ethical consideration to build trust and create authentic connections with their audience.

Interested in Event Marketing with Muketing?

Let PICSO Company take care of it for you! We are experts in events, exhibitions, and interior design, offering a comprehensive one-stop service from start to finish. With our deep local insights into Southeast Asia and advanced research skills, we ensure that Muketing at your event will be both safe and extraordinary!

Together, let's craft a solution that sets your business apart. Contact PICSO today and make your next project of event, exhibition, or interior truly remarkable!