The Secret World of Rituals That Rule Nations

Data reveals where luck, symbols, and superstition still drive decisions.

Author

Philip Saparov
January 31, 2026

In partnership with

Greetings, seeker of symbols and strategies,

In a world ruled by data, why do millions still trust lucky numbers, sacred charms, and rituals whispered through generations?

Because for many, luck isn’t chance—it’s strategy.

From lottery dreams in Thailand to astrological matchmaking in India, rituals quietly shape money, health, and even national identity. They're not just beliefs—they’re behavior.

This week, we dive into the world’s most ritual-obsessed nations. The data may surprise you—and maybe even guide your next move.

Let’s begin.

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In Thailand, luck isn’t left to chance—it’s meticulously pursued. From buying lottery tickets based on dreams to choosing phone numbers and license plates for their auspicious digits, Thais embrace a unique blend of Buddhism, animism, and numerology.

Monks bless new businesses, sacred amulets are worn for protection and wealth, and the ghost of a dead child named Mae Nak is even consulted for lottery numbers. The government lottery itself is a national obsession—played by over 70% of the population despite modest odds.

What drives this passion? In a society with high income inequality and limited economic mobility, luck becomes a form of hope. For many, rituals are not quaint—they're practical.

Fascinating fact: The number 9 is considered extremely lucky in Thailand because it sounds like the word for “progress.” At auctions, license plates featuring the number 9999 have sold for over $150,000.

Japan’s reverence for ritual is woven into daily life—especially at the start of the year. Over 80 million people visit Shinto shrines during the first days of January to pray for good fortune in a ritual called hatsumode. While there, many draw omikuji—paper fortunes that forecast everything from health to love to finances.

The role of ritual extends into business, where companies schedule product launches on “lucky” days according to the rokuyō calendar. Even weddings, funerals, and stock listings are timed with astrological care.

What’s striking is that even in one of the world’s most technologically advanced nations, these ancient beliefs still quietly steer the ship.

Did you know? If your omikuji predicts bad luck, tradition says to tie it to a pine tree at the shrine to leave the misfortune behind—literally.

From wedding dates to business deals, astrology isn’t a niche hobby in India—it’s an industry. Over 300 million Indians regularly consult astrologers, and the sector is valued at more than $40 billion. Even major corporations time IPOs and product launches based on celestial charts.

Marriage remains a major ritual touchstone. Families scour horoscopes to match couples by planetary compatibility—sometimes even rejecting perfect matches due to astrological “defects.”

Why the enduring power? For a nation of over 1.4 billion people, many living in chaotic and competitive environments, astrology provides a sense of order—and optimism.

Little-known insight: India's Supreme Court has ruled that astrology is a "science," legally protecting its practice and education in some institutions.

In Nigeria, the lines between traditional religion, Christianity, and Islam blur when it comes to rituals and luck. From protective charms called juju to prayer chains for prosperity, ritual practices are a deep part of daily life—even among the urban elite.

Business success is often tied to spiritual consultation. It’s not uncommon for entrepreneurs to visit pastors or traditional healers before making major decisions. Despite modernization, belief in spiritual manipulation—both good and bad—remains widespread.

Intriguing insight: In a 2023 global survey, Nigeria ranked #1 for belief in the “evil eye”—a superstition held by 77% of respondents. In this worldview, luck is something that can be given…or stolen.

In China, the past is always present—especially when it comes to ritual. Feng Shui principles influence everything from skyscraper design to home purchases, while numerology still plays a major role in personal and financial decisions.

The number 8 is considered the luckiest due to its phonetic similarity to the word for wealth. It’s so desired that phone numbers and license plates containing it often command massive premiums. Conversely, the number 4—associated with death—is avoided at all costs.

Even real estate markets move according to the lunar calendar, with buyers often waiting for the “right” month to close a deal.

Remarkable fact: The 2008 Beijing Olympics began on 08/08/08 at exactly 8:08 PM—a deliberate move to invoke national good fortune.

Italy may be a modern European democracy, but old-world superstitions still echo through its culture. From warding off the malocchio (evil eye) with red cornicello charms to avoiding the number 17 (the Roman numeral XVII is an anagram for “I have lived,” i.e., death), Italians carry a quiet reverence for ritual.

In business and politics, gestures like “touching iron” (Italy’s version of knocking on wood) are still practiced. And while church attendance may have declined, belief in fate has not.

Cultural quirk: In southern Italy, some regions still practice stregheria—an ancient form of folk magic that blends Catholic saints with pagan ritual.

While the U.S. may pride itself on pragmatism, rituals and superstitions quietly shape behavior across the spectrum. Athletes follow pre-game routines religiously. Students bring lucky tokens to exams. Even Wall Street has its rituals—like avoiding certain trading days deemed “unlucky.”

The rise of self-help, manifestation, and numerology apps suggests that modern Americans are remixing old beliefs into new formats. Rituals now often come packaged as wellness trends or “mindset tools,” especially among Gen Z and millennials.

This isn't just spiritual fluff. According to recent behavioral data, nearly 60% of Americans say they’ve acted on a hunch or gut feeling over data—and believed it led to a better outcome.

Surprising stat: The U.S. is now the world’s largest market for astrology apps, projected to exceed $3.5 billion by 2027.

Even in the age of AI, ancient rituals still move markets, guide decisions, and shape national moods.

Data explains what people do. Rituals reveal why.

If you’re planning your next move—financially or geographically—don’t ignore the invisible forces that drive behavior. Sometimes, the key isn’t in the numbers… it’s in the beliefs behind them.

Until next time—stay smart, stay curious, and never underestimate the power of a lucky charm.

Warm regards,

Shane Fulmer
Founder, WorldPopulationReview.com

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