Dharma charm

Master Yancan, the abbot of Panlong Temple in Handan, North China's Hebei Province, has attracted three million followers online by promoting dharma, eternal truths underlying the universe, in an endearing, appealing manner.

"The Internet is the most popular way for people to communicate. We have to spread dharma in a way that matches the times," Yancan, who is also vice chairman of Hebei Provincial Buddhist Association, told the Global Times.

In late September, he published his fifth book, This Monk Is a Bit Cute, a collection of his Weibo postings on the subject of ordinary life through the prism of Buddhist thinking.

Yancan, in his 50s - it is a tradition for monks not to reveal their exact age - is now busy traveling across the country attending book signings and balancing his newfound fame with his devotion to a humble existence.

Fame as a consequence of duty

Yancan entered the spotlight in early June when a video of him on Ermei Mountain was widely circulated on the Internet.

In the video, the monk serenely praises the beauty of nature in his strong Hebei dialect accent, while naughty monkeys jump up and down on him and finally climb on top of his head.

Yancan quickly drew a huge number of followers on Sina Weibo, opening a large audience with whom he can share Buddhist teachings.

"Because of the monkeys on Mountain Ermei, I have become popular. But I know clearly that I am not a celebrity. I am a monk who wants to spread positive energy in society to make people happy," Yancan said when asked about his recent rise to fame.

After the video clip went viral, Yancan earned the nickname "the cutest monk." Yancan said he was glad of the nickname. "Being cute means you're amiable and open-minded. Since ancient times, Zen monks have been known for their humor and vitality, which is why people open their hearts to us," Yancan said.

But his character prevents him from becoming vain. The Zen master commonly jokes that he's an "ugly person with buckteeth."

"Yancan mocks himself to remind people that we should lower the standards we set for ourselves," one of Yancan's apprentices told the Global Times. "Unhappiness is caused by our high standards for things. In casting aside these judgments, people can find relief and retrieve their confidence."

Yancan believes that monks are bound by duty to go into the world to achieve universal salvation.

"The acts of retreating from the world and returning to the world form a whole. Monks retreat from the world to achieve enlightenment so that they can be prepared to return to the world and rescue and enlighten others," Yancan told the Global Times.

Master Juesheng, who teaches at the China Academy of Buddhists, said that most Buddhist monks hold a positive view towards Yancan's popularity on the Internet. "We need masters like Yancan to promote Buddhism. Yancan teaches dharma in a way that appeals to the public, which can help people to understand profound Buddhist culture," Juesheng told the Global Times.

Many of Yancan's online followers have been deeply moved by the monk's presence in their lives, even if only virtually. "Thanks for spreading dharma and helping us find peace in our lives," one Web user wrote on Yancan's page.

Yancan himself seems to grasp how ripe the moment is for Buddhist monks to use social networking technology. "Now that we can spread happiness to the public, why not do it? After all, life is short and tough," Yancan said. "I can spread positive attitudes and thoughts by making people happy."

Facing a materialistic world

Fame can be a double-edged sword, causing joy as well as pressure. Some fear that Yancan may lose sight of his original goal of promoting dharma by getting caught up in the entertainment world and commercialism.

"Yancan is passionate about spreading dharma. But it remains unknown whether his rise to fame will cause him to lose his original heart," Duoduo, a Buddhist poet and writer told the Global Times.

Yancan does not seem to mind mingling with entertainment stars in a commercialized setting. He has participated in a large number of TV shows, including a talk show on Dragon TV and an entertainment program on Hunan Provincial TV.

He was also invited to participate in a microfilm about a love story that takes place in an adult store. In his robes, Yancan was asked to make some witty remarks on romantic love in front of shelves filled with sex toys.
In the end, Yancan requested that his participation in the film be edited out, and the filmmakers obliged.

"We were concerned that the film might cause negative attitudes toward Master Yancan," said a disciple of Yancan who refused to be named.

Master Yancan's newfound fame has not steered him away from his devotion to others. He donated the 100,000 yuan ($15,855) payment for his latest book to a fund for critically ill children in China. He has also been involved with other charity causes, such as Free Lunch, a program that provides lunches to poor children in western China. But as his profile grows, so do people's skepticism.

"Master Yancan is now a public figure, so we have to be mindful of the public trust as philanthropy in China has been undergoing a crisis of confidence in recent years," a disciple of Yancan told the Global Times, adding that people have even asked the monk to post his donation receipts.

None of this seems to discourage the master, who is getting ready to release his first Buddhist song, "Why Are You Bothered?" In the song, Yancan encourages people to walk away from trouble, resentment and sorrow by establishing a positive attitude toward life. "People, especially young people, are bewildered by this materialistic society that changes so swiftly. I want to spread the power of positive thinking," Yancan said.

Burdened by too many social events, Yancan seldom has time to rest or meditate, but he says he practices dharma every day. "A wise Zen monk once said 'If you find a tear in the corner of my eye when I am dying, don't take it as my attachment to life, but be aware that it is my sadness that I cannot finish my work,'" Yancan said.