We propose to understand how consumers are put into the role of workers to co-create brand through their spiritual experience from an online community organized around amulet ownership: Palungjit.com. This site is one of the most popular online Buddhism communities in the world, with 290,171 members as of December 2009 (Palungjit.com 2009). We conducted the empirical net nographic study by observing two sub-brand communities: Kruba In (1,987 posts since January 2009, with 61,203 views) and Luang Pu Moon (3,219 posts since April 2007, with 203,320 views). The term “Kruba” (or “Master”) is used to address a venerable monk in the North of Thailand, whereas “Luang Pu” is used to address a senior venerable monk in general.