Friendly natives draw Transurfing recluse out from behind glasses

In Russia, Vadim Zeland is something of a social phenomenon; a mysterious author who never gives interviews but has penned a semi-spiritual best-seller called Reality Transurfing that has sold more than 2 million copies. Zeland (apparently a pseudonym) compounds his cult status by never showing his face. Well, in Hong Kong, he finally did.

In a surprise move, the reclusive writer appeared in public, without sunglasses, and spoke to a small but rapt audience at Elements mall's Metro Books last Friday. In addition to accepting an invitation to release the book's Chinese translation, Zeland certainly seemed to appreciate the friendly city. 'It's the first time he has showed himself in public,' said organiser Ludmila Pujol. 'He said he didn't know why he wanted to come to Hong Kong but something told him he should come here. He loved it very much. He said people were friendly but not like in America where people smile without anything in their smile. He was surprised he felt so comfortable.' The appearance was covered extensively by Moscow media. Even before Zeland's trip, the Russian internet was buzzing over it. But what's all this about 'transurfing'?

'It's about the right way of thinking and feeling to achieve what you want with little effort,' said Pujol. 'Almost like in a dream, where you do what you want. It helps you realise why you're here and what you're doing.'