Thais turn to gold leaf rituals for luck amid economic struggles

In Ayutthaya, at Por Kae Ngoen Lan Park — a site known for its "drum-beating to call wealth" tradition — dozens of devotees sit patiently as their faces gradually disappear beneath sheets of shimmering gold leaf.

Before them stands a statue of Por Kae, the hermit-sage revered across Thailand as a master of ancient wisdom and protector of those seeking fortune. One by one, they step forward to have gold pressed onto their foreheads, cheeks and chins, transforming their faces into gilded masks glinting in the afternoon sun.

The ritual, performed by ritual master Tong Aek Banturaratchasi, 35, has drawn growing crowds in recent months as Thailand's economy grapples with sluggish growth, rising costs and shrinking consumer spending. For many who arrive at the park, the gold leaf is more than decoration; it is a symbolic act of self-empowerment.

"Applying gold leaf on the face is like boosting your own inner power," Tong Aek explains, describing it as an expression of faith that grants devotees a kind of charm and grace. He says the ritual is especially popular among traders and small business owners, who believe it boosts not only their morale but their fortunes as well.

Tong Aek says the surge in visitors reflects deeper economic anxieties felt across the country. He notes that when trade slows and customers disappear, many turn to rituals like this one as a form of psychological comfort, a spiritual anchor in uncertain times.

For these devotees, marking their faces with gold is as much about restoring confidence as it is about courting luck, transforming the park into what he calls a place of mental refuge for those struggling to keep their livelihoods afloat.

Among the devotees is Anong Puusap, 49, a business owner who says her faith in the ritual comes from personal experience. She recalls her first visit earlier in the month, when she only had a partial application done. By the middle of the month, she says, a business deal she had been pursuing finally came through — prompting her to return for a full-face blessing this time, with gold leaf covering her entire face.

Convinced of its power, she brought several friends along with her, eager to share in what she believes worked in her favor.

Other regulars include Atchara Eimsaard, 35, who says she have returned to the park four or five times already. On this visit, she opted for a full-face application before waiting to receive a blessing of holy water, a common complement to the gold-leaf ritual meant to purify and bring further luck. Atchara, who runs a made-to-order food stall, says she planned to travel soon after the ceremony, hoping the blessing would carry her through both her upcoming trip and her business dealings.

As giant incense sticks burn and devotees press more gold leaf onto the statue of Por Kae, the scene reflects a broader trend across Thailand: in the face of economic hardship, many are turning not only to hard work, but to centuries-old rituals of faith - hoping fortune might tip back in their favor.

Camera: Tanachai Kaewsowattana. Editing and Production: Juarawee Kittisilpa. Writing: Juarawee Kittisilpa/Reuters