On April 14, Phupong, Director-General of Thailand's Department of Business Development under the Ministry of Commerce, stated that the new generation of consumers may prefer “remote merit-making,” and businesses need to seize the trend.
Thailand is a Buddhist country, where Buddhist practitioners customarily perform acts of merit at temples during Buddhist holidays, long breaks, or various festivals—for example, making merit on birthdays, praying for recovery from illness or for success in exams, ordination, housewarming, and funerals, among others. However, the forms of religious activities have gradually changed with the times. In the past, devotees had to personally purchase offerings and make donations at the temple or release animals. Now, more diverse new forms have emerged that better suit modern lifestyles, especially accommodating the behavioral habits of the new generation of consumers, giving rise to “remote merit-making.”
Because most Buddhists provide offerings to the monk community when making merit—including rice, dried foods, medicines, monk robes, daily necessities, soap, toothpaste, shoes, razors, light bulbs, and various other items—“other unspecified retail businesses” have also benefited from these merit-making activities. As of March 31, 2026, there are 2,736 such businesses registered as legal entities, with a total registered capital of 8.28276 billion baht (approximately 1.025 billion ringgit).
Of these, only 42 specify “sales of monk community supplies” as their business, with a total registered capital of 99.32 million baht (approximately 12.29 million ringgit). Although the numbers may not seem high, most vendors selling monk supplies operate as regular stores and typically do not register as legal entities. If such businesses can gradually transition into registered entities, it would further enhance credibility and open up more opportunities for business development.
To keep up with the rhythm of modern life, many businesses have adapted their services to allow consumers to complete merit-making ceremonies online. This is especially appealing to those who are busy or unable to visit temples in person—they can entrust others to “make merit” on their behalf. Consumers simply select offering packages online, and businesses will deliver them to the temple or perform animal release as requested. Some businesses even offer services to make offerings to monks at different price points on behalf of customers. “Remote merit-making” is becoming increasingly popular with consumers, prompting businesses to launch “merit-making packages” to promote their products—for instance, bathroom equipment companies offering bathroom supplies packages for merit-making, and medical equipment suppliers offering medical equipment packages.
Meanwhile, the merit-making tourism sector is also showing growth. Currently, there are 10,305 travel agencies operating in Thailand, with a total registered capital of 37.48276 billion baht. By tapping into the demand of Buddhists who travel to various temples for merit-making during holidays and launching related tourism packages, companies can not only increase their income but also provide tourists with spiritual fulfillment. The benefits can then spread to surrounding industries, including local souvenir shops, hotels, restaurants, transportation, and more—thus stimulating the community economy, creating local jobs, and increasing public awareness of local culture and traditions.
Phupong further noted that businesses engaging in “merit-making”-related activities—whether remote or through tourism—should seize this opportunity, adapt themselves to suit the behavioral habits of the new generation of consumers, and optimize their products and services for this massive consumer group. In the long run, this will help businesses achieve more stable and sustainable development.