On the collective level, working consumers need to sacrifice themselves by supplying effort and financial support. They are the key in joining spirituality and the production process to co-create the brand through myth-making stories. Their efforts enhance the faith of consumers that generates their desire in particular amulets. This faith is a collective benefit, but also an individual’s own, from spiritual experience–their belief toward something that can help them achieve their life goals. In this context, spiritual experience is accumulated and delivered through objects (amulets) as faith that consumers believe a particular amulet can facilitate achievement of their life goals.