Controversy over new Thai cookies that look like Jatukarm talismans but are actually a subtle new form of Buddhist teaching
By Jon Fernquest[Introduction|Vocabulary|Article]
[Reading Questions|Answers]
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In a cartoon, someone sees a Jatukarm talisman, thinks it is a cookie, and tries to eat it.
In response to this funny cartoon and the popularity of the talisman, Phra Payom, a well-known monk and teacher, has created a new snack food.
He has named his new cookie provocatively just a little bit differently from the amulet: the Jatukham cookie versus the Jatukarm talisman or amulet.
When some people first see the Jatukham cookie they get angry.
They believe the amulet is not getting enough respect.
For others, the cookie seems to be a symbol of impermanence [Pali: Anicca]. People will not eat Jatukham cookies forever, nor will they buy and wear the Jatukarm talisman forever.
Giving Jatukham cookies to friends, they say, is a Buddhist act of merit that spreads the teachings of the Buddha while at the same time giving their dear friends something sweet and delicious to eat.
This new cookie is bound to create a lot of controversy and discussion!
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Reading Questions
Here are some questions to guide your reading (See answers at end):1. Why did the monk Phra Payom create the Jatukham cookie?
2. Is it possible to enjoy Jatukham cookies and wear a Jatukarm talisman at the same time? Or is this a logical contradiction or a hypocritical act? (Express your opinion)
3. What were the responses to the new Jatukham cookies?
(Skim the article first for all responses)
4. Is the spelling and pronunciation of the cookies name the same as the talisman's name?
5. Where did Phra Payom get the idea for the cookies?
6. Are the Jatukham cookies a for-profit business?
7. Does the popularity of the cookies seem like it will skyrocket in the same way that the talisman's popularity did?
8. Why do devout Buddhists buy the cookies?
Bangkok Post Article July 02, 2007
MONK'S COOKIES MAKE THEIR MARK
Jatukham snack manages to rock amulet crazeStory by PIYAPORN WONGRUANG
Bakery staff press "Jatukham" cookies that mock the public craze for Jatukarm Ramathep talismans.
Revered monk Phra Payom Kalayano, who introduced the "Jatukham" cookies to mock the craze for the Jatukarm Ramathep talismans, has shrugged off the uproar by producers of the highly prized amulets.
The monk said he viewed the angry response positively. It showed the cookies were a success. Otherwise the amulet producers would not be up in arms.
"I learned that there were positive and negative responses to the cookies," said Phra Payom.
"My cookies are intended to bring back people's consciousness. They can have faith in sacred items, but they should also be sensible in leading their lives."
For months, the monk had watched the craze for the talismans with growing concern. He said the talisman worshippers were drifting away from the Lord Buddha's teachings, which accentuate self-reliance and good deeds.
People were coming to believe the talisman had supernatural powers to bring wealth.
"This will lead people to nothing but losing their rationality. It is unhealthy for the religion if we allow this trend to go on like this," the monk said.
He had some help from his followers in launching the cookies, which he called Jatukham, playing on the talisman's name but altering the spelling.
Somboon Ijayavorakul, chief executive officer of the graphic design company Watta, helped design the four-bite biscuits.
Mr Somboon said he appreciated the monk for his attempts to educate Buddhists, particularly through his columns in a newspaper.
He got the idea from a comic strip that featured a character munching a talisman he had mistakenly thought was a cookie.
The thought-provoking cookies resemble the popular talismans, and are the same size. One side bears the word "Jatukham" with a gold leaf, and the other the words Ou Ar Ka Sa, as well as Phra Payom's signature.
The four words are taken from the Lord Buddha's teachings, reminding Buddhists to maintain self reliance, from which everybody can be rich.
The words mean diligence, saving money, association with good and moral people, and being simple and modest.
"If it was not for Phra Payom, this would never happen.
"He is the kind of person who is capable of understanding and embracing new and innovative ideas," said Mr Somboon.
The monk's assistants are also capping the production to prevent any misunderstanding that the cookies are being sold for profit.
Phra Payom does not intend to put the biscuits on supermarket shelves. They come packed in sets, four to an aluminium can. People can buy them by contacting Wat Suan Kaew in Nonthaburi's Bang Yai district. They get a free dharma lecture CD with each purchase.
However, the queue is so long that today's orders will be delivered early next month.
The temple's clerk said orders have gradually eased, not like in the first few weeks. This may reflect the declining popularity of the talisman itself, she said.
"If people were more conscious about the craze for Jatukarm, the cookies' popularity would decline as well," she said.
However, Sataporn Assatarakul, a 47-year-old customer, said she did not believe the biscuit buyers and talisman worshippers were of the same group.
Many purchase the cookies for their friends in the hope of spreading Buddhist teachings.
"We are trying to help. If our friends can think a little more about what is good for their lives, that is good.
"But if not, we just think of the purchase as a chance to make merit, while our friends have nice cookies to eat," said Ms Sataporn.
Vocabulary (in discussion above)
a Jatukarm Ramathep talisman - the popular talisman that large numbers of people are wearing around their neck nowadays (See background article)
a Jatukham snack, a Jatukham cookie - the cookies that look like the talisman (See photo above)
monk Phra Payom Kalayano - the monk who came up with the idea of cookies that look like the Jatukarm talisman
provocatively - causing disagreement, dispute, controversy
logical contradiction - two statements that together are nonsense, two statements that can't go together (For example, I love you and I hate you; See Wikipedia)
hypocritical - act in way that does match what you say you believe in (for example, I say I love dogs but I actually kick dogs)
impermanence [Pali: anicca] - the Buddhist doctrine that nothing is permanent, that we can rely on nothing to be permanent, "everything, without exception, is constantly in flux, even planets, stars and gods. Human life embodies this flux in the aging process, the cycle of birth and rebirth (samsara), and in any experience of loss. Because things are impermanent, attachment to them is futile, and leads to suffering. The only true end of impermanence is nirvana, the one reality that knows no change, decay or death." (See Wikipedia on Anicca)
make their mark - become well-known and famous for something
a public craze for - a fad, a trend, when large numbers of people get very excited about something
shrugged off - not care about, be indifferent to, not think is important ("shrugging your shoulders" means raising your shoulders to indicate that you don't know)
an uproar - people are upset and make a lot of angry noise
shrugged off the uproar - did not care about all the angry upset people
highly prized amulets - very valuable for people, among their favorite things
be up in arms - be upset, be angry about
bring back people's consciousness - make people remember and start thinking about religion again, after getting very excited about the powers of amulets
accentuate - emphasize, underline as main point
self-reliance - relying on your own efforts, not on other people so much
good deeds - doing good, moral, and virtuous things like helping other people who need help like the poor, the sick, the handicapped, the elderly, animals, etc.
accentuate self-reliance and good deeds -
a comic strip - a sequence of drawings that tells a story, written and drawn by a cartoonist, published regularly in newspapers (See Wikipedia on comic strips and a list of comic strips)
munching - eating with great energy and enthusiasm
thought-provoking cookies - cookies that make you think hard about and question accepted ideas (status-quo questioning cookies)
Ou Ar Ka Sa - four words taken from the Buddha's teachings, words that remind you to maintain self reliance, from which everybody can be rich, the words mean diligence, saving money, association with good and moral people, and being simple and modest
diligence - working hard, taking work seriously, trying hard
embracing new and innovative ideas - accepting and using new ideas in your work
capping the production - limiting production to a certain amount
dharma - teachings of the Buddha (See Wikipedia)
a free dharma lecture CD - a free CD about the teachings of the Buddha
Answer Key:
1. Why did the monk Phra Payom create the Jatukham cookie?
Phra Payom created the Jatukarm cookie to:
a. Make fun of (mock) the Jatukarm amulet craze which he views as a fad.
b. Make people less excited and crazy about the talisman's: "My cookies are intended to bring back people's consciousness. They can have faith in sacred items, but they should also be sensible in leading their lives."
c. To bring people back to the Buddha's teachings.
For months, the monk had watched the craze for the talismans with growing concern. He said the talisman worshippers were drifting away from the Lord Buddha's teachings
2. Is it possible to enjoy Jatukham cookies and wear a Jatukarm talisman at the same time? Or is this a logical contradiction or a hypocritical act? (Express your opinion)
3. What were the responses to the new Jatukham cookies?
(Skim the article first for all responses)
There was a mixed response. Some people were angry and other people rushed to buy the cookies.
("I learned that there were positive and negative responses to the cookies...However, the queue is so long that today's orders will be delivered early next month.")
4. Is the spelling and pronunciation of the cookies name the same as the talisman's name?
No, it is spelt and pronounced differently:
Jatukham cookies and Jatukarm talisman.
5. Where did Phra Payom get the idea for the cookies?
From a comic strip in which someone accidentally tried to eat the Jatukarm talisman because they thought it was a cookie.
6. Are the Jatukham cookies a for-profit business?
No, the cookies will not be sold in supermarkets. They are a Dharma lesson.
7. Does the popularity of the cookies seem like it will skyrocket in the same way that the talisman's popularity did?
No, popularity of the cookies has already declined, perhaps proving that nothing is permanent. So the declining popularity of the cookies may teach people about the Buddhist doctrine of impermanence (pali: anicca; a-neit-sa) (See Wikipedia on impermanence)
("The temple's clerk said orders have gradually eased, not like in the first few weeks. This may reflect the declining popularity of the talisman itself, she said. 'If people were more conscious about the craze for Jatukarm, the cookies' popularity would decline as well,' she said.")
8. Why do devout Buddhists buy the cookies?
a. They want to give them to friends and spread Buddhist teachings.
b. To help friends think about what is good in their lives.
c. To make merit (Thai: tham boon)
d. To give friends some nice cookies to eat.
