Thais can be said to have a natural inclination towards Moo Taloo. Even in today's technological and digital age, beliefs surrounding Moo Taloo continue to hold sway and remain popular. This year, over 3.917 billion engagements were recorded, with Gen Z showing the highest interest in Moo Taloo, leading to the emergence of Moo-Keting, which integrates these beliefs into marketing strategies for leading brands.

Zanroo, a social data expert, revealed insights from social media analysis using Social Listening tools regarding Moo Taloo from January 1 to September 16, 2023. The interest peaked at 3.917 billion engagements, with TikTok accounting for 4,499,934,898 engagements, representing 94.5%. YouTube followed with 218,400,707 engagements (4.6%), Facebook with 19,233,319 engagements (0.4%), Twitter with 14,130,965 engagements (0.3%), and Instagram with 9,541,644 engagements (0.2%).

In terms of sentiment regarding Moo Taloo, positive mentions accounted for 190 million engagements. Most comments indicated that Moo Taloo practices led to improved outcomes or success as expected, particularly in luck and gambling. Additionally, some who did not achieve their expectations viewed Moo Taloo as a source of mental comfort, providing motivation to pursue various endeavors.

Conversely, these beliefs can also be a double-edged sword, creating opportunities for fraudsters to deceive consumers, such as impersonating fortune tellers or claiming to be charitable accounts to solicit donations. Data shows that negative feedback accounted for only 4.8 million engagements.

Examining Moo Taloo behaviors across generations reveals that Gen Z (ages 12-27) shows the highest interest at 50% or 2.380 billion engagements, primarily focusing on deities, auspicious wallpapers, lucky colors, and makeup according to auspicious colors, with a strong emphasis on prayers for love and finding a soulmate.

Next is Gen Y (ages 28-43), with a 26% interest or 1.236 billion engagements, focusing on Moo Taloo practices related to deities and temples, visiting various sacred sites to pray, and worshiping charms. Gen Y primarily engages in Moo Taloo for success in work and life, including family and relationships.

Gen X (ages 44-59) shows a 12% interest or 502 million engagements, often focusing on Moo Taloo practices related to deities, temples, and feng shui, visiting sacred sites for blessings, and seeking luck, such as winning the lottery or praying for health.

Moo-Keting has emerged as a mainstream trend in Thailand, with leading brands from major businesses, including banks, adopting this strategy to create products and services that capture consumer interest by integrating beliefs into their offerings, such as:

  • Kasikorn Bank has introduced debit cards featuring deity designs and offers wallpapers and money transfer slips adorned with images of revered deities like Ganesha, Tawaesuan, and Lakshmi, garnering over 2.7 million engagements.
  • Krung Thai Bank has launched a Moo-themed debit card featuring designs of sacred symbols like Tawaesuan, the deity from Wat Chedi, and Naga, to enhance auspiciousness, attracting over 5.3 million engagements.
  • Land and Houses Bank has rolled out promotions for new customers opening digital savings accounts or personal loans, offering the Success Infinite Prestige Collection “4 Maha Deities” cards featuring Ganesha, Brahma, Lakshmi, and Guanyin, receiving over 230,000 engagements.

The current trend of "Moo Taloo" reflects people's beliefs and hopes for a better life, and engaging in Moo Taloo practices is one way individuals choose to achieve their goals. It has also become an intriguing marketing strategy, highlighting the significance of Moo Taloo beliefs in contemporary Thai society and the adaptation of businesses to respond to these beliefs.