Culture Minister Worawat Ua-apinyakul has set out his stall of new ideas - amulets and ambassadors to attract more tourists

Local amulets in unusual shapes, like Nagas, phallus symbols and buffaloes, will soon hit souvenir stalls if newly-appointed Culture Minister Worawat Ua-apinyakul gets his way.

"They are cultural products," Worawat said yesterday.

 He unveiled his bold idea in a talk about the Culture Ministry's 2009 policies.

"We can turn local amulets with phallus symbols and buffalo statuettes into key chains and sell them to tourists," Worawat insisted.

Phallus-shaped amulets

Known as Palad Khik, the phallus-shaped amulets are believed to magically protect their wearers, while the "Kwai Tanoo" buffalo statuettes are said to give their owners the power to harm others.

Worawat hoped that manufacturers would provide certificates of authenticity to show their wares were properly made.

"The back stories behind the amulets could inspire big-budget movies too," the new culture minister added.

Worawat reckoned that his idea was unprecedented but warned others not to view it with contempt.

Under his leadership, the Culture Ministry would actively invite income, investment and trade to Thailand via cultural ambassadors.

"South Korea sent cultural ambassadors to Thailand before its TV series became a hit here. And these days, a lot of Thais are learning Korean and eating Korean food," Worawat pointed out.

He also has a plan to work with the Education Ministry in developing a curriculum that focuses on local wisdom and natural riches.

"For example, my home province of Phrae can highlight the Phra Lor folktale. This romantic legend should be able to turn Phrae into a holiday destination for couples in love," said Worawat.