Myth-Making. Spiritual experience discourses are the interaction, sharing and co-creation of supernatural power that benefits possessors in their life goals of creation and/or protection. In addition, this process of myth storytelling praises the glory of venerable monks and also co-creates symbolic meaning of amulet consumption–as also found in the Apple Newton brand community (Muñiz and Schau 2005). We believe this process is the key discourse in this study. Moreover, we demonstrate the additional process of myth making through “endorsement” and “exhibition” that consumers employ to co-create the myths of Kruba In and Luang Pu Moon