Samart Digital set up a new company, LUCKY Heng Heng, to penetrate “MuTech” business with an aim to become a leading astrological and merit-related service provider in Thailand and in ASEAN.

Mr. Watchai Vilailuck, the Chief Executive Officer of Samart Digital Public Company Limited (SDC), said that business related to fate and belief in Thailand shows the increasing growth annually regardless of economic situation. According to a survey, 80 per cent of 52 million Thai population hold superstitious belief with increasing demands to use astrological and merit-related services. Those particularly in Gen Y and Gen Z are a big portion of users that prefer to use social media to access “Mu” services online.

Realizing the opportunities, SDC established LUCKY Heng Heng to serve all needs of modern consumers. The company utilized SDC’s over-20-year experience as an astrology service provider of Horoworld combined with its digital technology expertise to develop astrological content and related services provided through new digital channels including mobile and web applications.

Mr. Watchai said to enhance business agility and strengthen the company’s competitiveness, LUCKY Heng Heng is operated through fundraising and run under start-up model. The company focuses on four key business areas as follows:

1. Horoworld Application: The one-stop online astrological services offer live online horoscope, physiognomy, feng shui and auspicious dates and times finding service.
2. Thai Merit Application: The service enables merit makers from around the world to make a merit at anytime and anywhere.
3. Mu-Commerce: The platform offers a variety of life-style products for “Mu” lovers.
4. Mu-Keting: This business is to provide marketing services to help create values to brands or organizations related to belief and faith.

Thai Merit: Making a Merit at Anywhere Anytime
LUCKY Heng Heng will launch a new online application service, called Thai Merit, to facilitate merit makers to pay respect to the Buddha, make a wish, redeem a vow, take a fortune stick, as well as release fishes and birds online at anytime and anywhere. The service is an extension of Horoworld and it acts as a medium for merit making in the right way.

Thai Merit has gathered more than 100 holy places throughout Thailand for merit making. It also provides an arrangement service of an offering to facilitate merit makers to make a wish and pay homage. Redeeming a vow and fixing the year of Chinese zodiac conflicts by experts are also included.
The application was developed to serve the needs of merit makers both in Thailand and in other countries. The development of Chinese language is in the plan to make it easier for Chinese merit makers to pay respect and make a merit in holy places in Thailand. Thai Merit will be officially launched on September 16, 2022, expecting to achieve 100,000 application downloads by the end of this year.

Mr. Watchai said the recovery of SDC with new business opportunities is a result from the company’s four key sustainable strategies included:

1. Focus Core Skills: Using expertise in digital technology and network combined with over-20-year experience of content provider as a strength to provide the services.