Transactions with God: Market, Moralities and Agency in the Worship of the Goddess of the Treasury in Northern Vietnam

Abstract

This article explores the complex moral choices of those who have negotiated the encounter between marketisation and distinctive religious traditions within and beyond Asia. I focus on the dramatic rise in the worship of the Goddess of the Treasury in northern Vietnam since the onset of marketisation. She is believed to possess a special power: to grant those who borrow a sum from her symbolic treasury the same amount as real profit and actual wealth through earthly business activities. I show that the Goddess's rise does not reflect the universalising effects of marketisation, but instead how Vietnamese religious ideas of faithfulness and sincerity continue to inform worshippers’ choices as active moral agents. Rather than robotic doers of market principles or passive followers of ‘superstitious’ beliefs in rejection of market changes, worshippers are creative actors who innovatively employ traditional moralities in novel ways to meet their present-day quest for economic prosperity.