One thing celebrity Taoist monk Li Yi never seems to be short of is publicity.
Renowned for running expensive longevity and health courses, the Chongqing -based priest claims he has cultivated a huge following including Jack Ma Yun, president of Alibaba.com, and pop star Faye Wong.
Now he's the talk of the nation again after being accused of falsifying credentials, a publicity scam, business irregularities and recent sexual misconduct.
Taoism - a religion native to China, whose doctrine generally focuses on nature, the harmony between humanity and the universe, health, and longevity - was dismissed as a form of superstition when the Communist Party took over, particularly during the tumultuous Cultural Revolution.
Deeply rooted in Chinese culture, Taoism has been on the revival trail as the rich and famous have turned to its teachings and practices seeking inner peace and advice on health and longevity.
Ma was reported to have spent eight days in 2008 in reclusive prayer at Chongqing's Jinyun Mountain, where Li is the chief priest.
Wong and her husband revisited the Taoist monastery at Jinyun Mountain in April 2008, spending days and nights in prayer and following a strict diet. Wong had reportedly gone there while she was expecting her second daughter in 2005.