VitorMSAlmeida.pt

Adulterations (distortions) of Eastern occultism and spirituality and their commercial use by influencers for profit.
“Eastern occultism” (practices and concepts of Hindu, Buddhist, Taoist, Tantric origin, etc., such as yoga, chakras, kundalini, tantra, mindfulness, reiki, feng shui, meditation, and sacred geometry) has undergone a strong process of Westernization, simplification, and commodification since the end of the 19th century and especially since the New Age and social media.

Main forms of adulteration

– Decontextualization and orientalism: Complex traditions, with deep philosophical, ethical, and religious foundations (often requiring long discipline, initiation, and cultural context), are reduced to “wellness techniques,” “energy,” or “self-care.”
Concepts such as chakras, kundalini, or tantra are mixed with Western psychology, astrology, crystals, and self-help, losing their original meaning.
– Excessive sexualization of tantra: Classical tantra (Hindu and Buddhist) is not primarily sexual. The Western version (“neotantra”) emphasizes sex, orgasms, and “sexual energy” as a spiritual path, often for commercial purposes. This creates risks of abuse in “guru” contexts or workshops that are easily transferred to the “sex industry.”
It’s important to remember that sex, in its hidden meanings (Western or Eastern), has two focuses: the full and absolute union of the couple and their reproduction, leaving no room for “occasional” or “exchange” sex.
– Modern postural yoga: Much of what is called yoga in the West (asanas focused on flexibility and aesthetics) has hybrid roots in 19th/20th-century Western gymnastics + Indian elements, and is not “purely ancient.” It has been popularized with exotic branding.
– Mindfulness and meditation: Buddhist sati is presented as a secular and scientific technique, often obscuring the underlying Buddhist worldview. It can serve as a gateway to groups with sectarian drift.
– Syncretic mix without rigor: Eastern elements are arbitrarily combined with Western magic, shamanism (often appropriated from indigenous peoples), crystals, the “law of attraction,” numerology, symbolism without cultural and occult context (frequently finding the “eye of Osiris,” etc.), creating a hybrid product that is easy to sell.
– Exploitation by influencers for profit: On social media (Instagram, TikTok, YouTube, Etsy, etc.), the phenomenon is intense: “Shamans” and “witches” of Instagram/TikTok: Young influencers combine millennial aesthetics, female empowerment, and spiritual language to sell aura cleansing, chakra balancing, astrological charts, rituals, manifestation courses, crystals, and “energy readings” at high prices. Historical examples include partnerships and services paid for via Skype or PDFs.
– Billion-dollar market for spiritual well-being: Online courses, retreats, subscriptions, products (candles, incense, amulets, “altar kits”), and spiritual coaching. – They generate significant revenue. Hashtags like #WitchTok, #Manifestation, and yoga/tantra content accumulate billions of views and monetize via ads, affiliates, and direct sales.
– Easy promises and magical solutions: “Unlock your prosperity,” “heal traumas with 7 chakras,” “attract love in 21 days.” This exploits vulnerabilities (anxiety, loneliness, desire for meaning) and approaches charlatanism or fraud when there are guaranteed promises of results (health, money, love). There are cases of “spiritual fraud,” pyramids disguised as “prosperity mandalas” with sacred geometry discourse, and communities linked to gurus (e.g., Osho derivatives) investigated for financial exploitation, manipulation, and other crimes.

Business model:

Free content attracts followers → sales funnel (expensive courses, mentoring, products). The “spiritual” branding confers authority and makes questioning difficult (“it’s energy, “trust”).

Risks and criticisms

– Cultural appropriation and loss of depth: Sacred practices become commodities. Communities of origin criticize exploitation without respect or reciprocity.
– Charlatanism and harm: Promises of cures without basis can delay medical treatments; groups with cult-like dynamics exploit financially and emotionally.
– Weak regulation: Esoteric practices are legal if transparent (without guaranteeing results or posing as health professionals), but there is a risk of being classified as fraud or charlatanism.
– Evocations and invocations of entities: Without preparation and knowledge of them and their purposes, interaction with the completely unknown is a risk. There are some “peaceful” entities like Maria Padilha who is positive, but there are many others that are “neutral” (example: salamanders) and “negative” that can bring harmful results.

Not everything is fraud: some people benefit from adapted practices of meditation, physical yoga, or reflection. The problem lies in Excessive distortion, lack of transparency about origins, and, above all, commercial exploitation that transforms spirituality into a fast and profitable consumer product. Those who seriously pursue these practices usually recommend studying the original sources. Caution with miraculous promises and a distinction between exercise/well-being and genuine spiritual commitment. An example of this is the attempt (usually in the wrong way) to know and interact in the search for knowledge with disembodied entities, as is the case with Maria Padilha das Almas or Saint Cyprian.

Adulterations (distortions) of occultism and Eastern spirituality and their commercial use by influencers for profit. “Eastern occultism” (practices and concepts of Hindu, Buddhist, Taoist, Tantric origin, etc., such as yoga, chakras, kundalini, tantra, mindfulness, reiki, feng shui, meditation and sacred geometry) has undergone a strong process of Westernization, simplification and commodification since the end of the 19th century and especially since the New Age and social networks.