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Omamori Transformation: The Influence Of Kawaii Culture in Omamori Commodification

Omamori is one of the spiritual culture’s phenomena existing within the Japanese society. Omamori for the people of Japan has the main function as protection against misfortune or danger. Along with the progressing time, the shape and function of omamori undergoes changes with the commodification carried out by the producers of omamori. The function of omamori which originally was a sacred object shifts into accessory or souvenir that is often bought by the Japanese and tourists. It can be seen that omamori is utilized as commodity by the temples to attract visitors to come and buy omamori.