Can influencers of Buddhism influence businesses as well?

File photo: Phra V Vajiramedhi

It’s not the first time, and it certainly won’t be the last, that a Buddhist monk (bhikkhu) is involved in a controversy.

Controversial stories have surfaced throughout history—perhaps even since the time of Lord Buddha. This time, the case of renowned monk V Vajiramedhi and his sermon for The iCon Group’s staff has sparked heated debate.

Many are questioning whether the monk’s sermon to the Group’s employees breaches Buddha’s teachings. Others, including a celebrity lawyer, are considering filing a lawsuit, accusing him of promoting or endorsing the controversial business to lure victims.

Thousands of laypeople are following the iCon Group scandals, and attention has turned to every celebrity involved, including V Vajiramedhi. As with actors linked to the company, the monk is also under scrutiny after delivering a sermon at his meditation center on the theme “The Secret to Being Rich.”

Social media users are now questioning whether monks are influencers as well. If actors can be charged for endorsing businesses, should monks also be held accountable?

Monks have been influencers since the beginning of Buddhism. Without influential monks, Buddhism would not have grown. The first bhikkhu, Gautama, became enlightened and began spreading his teachings.

Every monk ordained by the Buddha helped “recruit” new followers—much like modern multilevel marketing (MLM) models. However, rather than focusing on material wealth, their goal was freedom from suffering and nirvana.

The Buddha could not travel across South Asia to promote his teachings alone, so he relied on newly-ordained monks to spread the message.

Over time, Buddhist monks became natural influencers. But like any system, there are both “good” and “bad” representatives. The good ones uphold the teachings, while the bad ones tarnish the religion’s credibility.

Spiritual guidance or commercial endorsement?

The case of V. Vajiramedhi offers an opportunity to reflect on the role of Buddhist monks in modern society. While many monks play significant roles in promoting Buddhism and inspiring followers, it is essential to distinguish between genuine spiritual guidance and commercial endorsements.

The real issue is whether his sermon aligns with Buddha’s teachings.

In the sermon, V. Vajiramedhi encouraged his audience to pursue wealth through online selling and even mentioned the iCon Group by name. This has raised questions about whether his actions violate Buddhist ethics.

However, violating Buddhist ethics does not necessarily mean breaking secular laws. The only case in which he would be breaking the law is if he knowingly lured people into a fraudulent scheme.

Many influential monks have adapted complex teachings into simple, practical lessons for laypeople. For example, Buddhadasa Bhikkhu taught that work is not only about material gain but also about spiritual fulfillment.

He once said: “Work is essential for our lives, but it's important to approach it with a clear and open mind. By working with an empty heart, free from distractions and attachments, we can find joy and fulfillment in our work. This can lead to better results and a more meaningful life.”

A good monk, much like a brand ambassador, can help spread the “brand” of Buddhism far and wide—just as a product gains recognition through influencers.

Many renowned monks, including Buddhadasa Bhikkhu, Luang Pu Chah, and P.A. Payutto, have helped promote Buddhism in the West.

Their dharma teachings have been translated into multiple languages and continue to spread through their disciples.

These venerable monks avoided controversies like this one. Throughout their lives, they rarely accepted invitations linked to commercial ventures, focusing solely on spreading dhamma.

The question remains: Is V. Vajiramedhi’s involvement with the iCon Group acceptable? The outcome of this legal and social debate is still uncertain. However, as an influential religious figure, he cannot escape scrutiny.

In this case, “influencers,” including celebrity bosses (Boss Dara), have endorsed a business that allegedly led many people to ruin. Although these celebrities are presumed innocent, their personal brands have suffered significant damage.

Critics argue that V. Vajiramedhi also bears some responsibility, as his sermon may have indirectly promoted the business, leading people to suffer.

Ajahn Suchart Abhijato once put it perfectly: “Anyone can be a monk with or without the yellow robe. And not everyone in a yellow robe is truly a monk."

This quote reminds us to practice discernment, as appearances can be deceiving. The Kalama Sutta (Kesamutti Sutta), also known as the Charter of Free Inquiry, teaches us not to believe blindly. Whether the person is a monk or a celebrity, the teachings encourage individuals to observe critically and seek truth before accepting any claim.

The controversy surrounding V. Vajiramedhi offers an opportunity to reflect on the role of religious leaders in today’s world. While monks and other spiritual figures can be powerful influences, their actions and teachings must be evaluated carefully. Ultimately, the responsibility for making informed decisions rests with individuals themselves.