BANGKOK, Thailand — They can cost a small fortune, resemble '80s disco jewelry, and are arguably un-Buddhist, but many Thais seeking psychic insurance in troubled times are snapping up so-called Jatukam Ramathep amulets, coin-shaped talismans with supposed magical powers.

The Jatukam amulets, coveted by millions of people in Thailand — and available on eBay for those living elsewhere — have become big business, as believers, collectors and speculators drive a thriving market. Rare ones reportedly command prices of more than $30,000.

The amulet craze has also led to robberies and at least one death, when a crowd stampeded to get a limited edition.

As Thailand muddles through political insecurity and nervousness about the economy, people are more openly grasping at supernatural aids. The fad vividly illustrates that belief in astrology, the occult and animism remain a major part of modern, industrialized Thailand.

The amulets are typically the size of a silver dollar, and come in a variety of materials, including bronze, silver and clay.

Prices depend on the materials used, the circumstances under which they were anointed — some were recently taken aloft on a jetliner to be blessed by monks — and how rare the model is.

It is not unusual for them to be encased in a gold frame hanging from a heavy link chain around the neck and worn outside the shirt. Many Thais carry or wear amulets, usually small ones depicting images associated with Buddhism, the religion of most Thais, though amulets are not formally part of its doctrine.

Most amulet owners are fairly discreet, wearing them under shirts and blouses. Serious believers carry more than one and as many as a dozen, though such ostentatiousness is usually associated with police and criminals — who understandably seek all the protection they can get.

But Jatukam amulets are everywhere. Affluent businessmen, political protesters, teachers in the insurgency-wrecked south, curbside food vendors —all wear them proudly with the hope they will ward off danger and attract good fortune.

"I was in a number of car accidents before. Once I started putting these amulets in my taxis and around my neck, my car has been safe no matter how many hours I am on the road each day and how tired I am," said Surasak Mansee, a Bangkok taxi driver, who has three amulets draped on his rearview mirror and two more around his neck.

"I don't know what you think, but my wife has also won some lotteries and we are happier than ever," he said.

PROFITABLE SPIRITUALITY

"People turn to superstition when they feel that religion and other social as well as judicial systems are no longer providing them the security and justice they need," said archaeologist Srisak Vallibhotama. "It's a reflection of the kind of society we live in."

Although Buddhism promotes achievement of inner peace through detachment from desires, many Thai who call themselves adherents practice a spirituality that targets material gain as much as inner tranquility.

Different variations of the Jatukam amulet focus on the promise of wealth and prosperity, such as the Super Rich, Immediately Rich, Rich Without Reason and Miracle Rich models.

"The names are as important as how they are made and promoted. The producers know what the demands are and they have to match those demands. People want protection and people want wealth," said Niti Pawakapan, an anthropologist at Bangkok's Chulalongkorn University.

Jatukam Ramathep amulets are named for a legendary warrior prince of an ancient southern Thai kingdom who is usually depicted on the talisman in a seated position. The original batch was made in the province of Nakhon Si Thammarat in 1987 to raise funds for a new pillar to mark the founding site of a city.

The originals were priced at less than 50 baht (about $2 at the time)when they came out. Now they can fetch more than 100,000 baht ($3,200).

The Jatukam amulets became a nationwide phenomenon after their original creator, police Maj. Gen. Khunphantarak Rajadej, died at the age of 104 last year — which also saw political turmoil and a coup that ousted the elected prime minister.

Khunphantarak was believed to possess knowledge of the occult. Tens of thousands of people attended his funeral in February, in part because it was an auspicious occasion to acquire the amulets.

Since then, the distribution of the amulets has often proven chaotic.

In April, a crowd waiting to buy the amulets in Nakhon Si Thammarat erupted into a stampede that left one woman dead and dozens of others injured. More than 10,000 people had camped overnight outside a school for the amulets.

Prudent buyers can mail-order them from catalogs that otherwise offer mundane household goods such as brooms, baby food and electrical appliances.

Despite their dubious religious merit, many temples and schools have produced the amulets to raise funds for charitable causes.