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This article explores how local Chinese authorities employed various strategies to promote the Patriarch of Sanping’s cult in post-Mao China from 1979 to 2015. It argues that the cult of the Patriarch of Sanping became an invented tradition for expanded religious tourism in Pinghe County in Zhangzhou, Fujian Province. Local state agents employed various placemaking strategies to promote Sanping Monastery and endorse the deity’s efficacy, creating an opportunity for resources to be channeled from other parts of China, Taiwan, and overseas Chinese communities to develop Pinghe County. This study shows that, on the one hand, local state agents have propagated miracle tales to entice devotees to visit and make donations to this monastery while, on the other hand, they have courted scholars, journalists, and tour guides to generate attention and interest in the cult. Overall, this article demonstrates how local government placemaking and marketing strategies have contributed to the transformation of a Buddhist master from a local deity to a popular god in contemporary China.

The making of a local deity: the Patriarch of Sanping’s cult in post-Mao China, 1979–2015