Temples across towns and villages form a vivid tapestry of gods and spirits—each one with its own backstory and fan club. At the very top sits the Jade Emperor, often likened to the CEO of the celestial realm, overseeing everything from mortal affairs to the movements of the stars. Just beneath him, the Three Pure Ones stand as pillars of Daoist philosophy, representing purity, wisdom and the primordial force that birthed the universe.

Tudigong, the Earth God, holds court on street corners and rural crossroads, blessing fields and household plots. Not far off is the Chenghuang, or City God, who keeps watch over a town’s moral compass and legal disputes. In coastal provinces, countless devotees flock to Mazu, the Sea Goddess, whose pilgrimages—most famously the annual Dajia Mazu procession—draw millions and even made headlines on CNN this spring.

Kitchen God Zao Shen earns his keep by reporting a family’s virtues (or vices) straight to the Jade Emperor each Lunar New Year—so better mind one’s manners before he makes that annual trip! Caishen, the God of Wealth, lights up markets and main streets during New Year’s celebrations, promising prosperity to anyone who offers incense or joss paper.

Warrior-turned-deity Guan Yu holds a special place in both temples and pop culture, hailed these days in Hong Kong films and esports team logos alike for his unwavering loyalty and martial prowess. The Eight Immortals—each with a unique tool and tale—are crowd-pleasers too, popping up in everything from porcelain art to street murals.

On top of this star-studded lineup, countless local deities—village founders, river spirits, even ancient oak trees—get their share of offerings. Across Taiwan’s night markets and Singapore’s clan associations, their worship shows that Chinese folk religion isn’t just surviving; it’s thriving, bending and weaving with each community’s heartbeat.