When it comes to the God of Wealth, most people are familiar with the five directional Gods of Wealth—East, South, West, North, and Center. They are: the Central God of Wealth — Wang Hai, the Eastern God of Wealth — Bi Gan, the Southern God of Wealth — Chai Wangye, the Western God of Wealth — Guan Gong, and the Northern God of Wealth — Zhao Gongming. These five are known as the Five-Way Gods of Wealth and are the ones most commonly worshipped by Chinese people. Each of these five deities also has their own legends.
The Central God of Wealth, Wang Hai, was the seventh ruler of the Shang state during the Xia dynasty. He raised cattle and horses in Shangqiu to develop production, greatly promoting agricultural growth. He also used oxen and horses to pull carts for trade with other tribes, pioneering commercial trade. From then on, people referred to those engaged in trade as “merchants,” the goods used for exchange as “commodities,” and the profession as “commerce.” He is regarded as the origin of modern commercial terminology. People honor Wang Hai as the “Ancestor of Chinese Merchants” and the “Central Wealth God.”
The Eastern God of Wealth, Bi Gan, was known in life for his loyalty and integrity. He also implemented a series of measures to strengthen the national economy and was later honored as a “National Deity.” After death, he was believed to be “without a heart,” symbolizing purity, fairness, and selflessness. If such an upright and honest person serves as the God of Wealth, it is natural that everyone would respect him.
The Western God of Wealth, Guan Gong (Lord Guan), is widely known. In life, he was skilled in financial management and accounting, even said to have invented daily bookkeeping methods, keeping records clear and organized. Later merchants recognized him as an “accounting expert” and honored him as the “God of Commerce.” He can be seen as the ancestor of accounting. In addition, Guan Yu valued trust and loyalty, so he is widely worshipped by merchants as their protector and is also regarded as a God of Wealth who brings prosperity.
So besides the Five-Way Gods of Wealth, are there any others?
Yes, there are. These five are considered the primary Gods of Wealth, and there are also four secondary (directional) Gods of Wealth: the Southwestern God of Wealth — Duanmu Ci, the Northeastern God of Wealth — Li Guizu, the Southeastern God of Wealth — Fan Li (some say Guan Zhong instead), and the Northwestern God of Wealth — Liu Haichan. These four are less familiar to most people, so let’s introduce them briefly.
The Southwestern God of Wealth, Duanmu Ci, is not widely known by this name, but if you mention Zigong, many people will recognize him. He was a disciple of Confucius frequently mentioned in the Analects. Known for his eloquence, he engaged in trade between states and became extremely wealthy. The business community later honored him as a God of Wealth, largely due to his noble character. Since then, Confucian merchants have often chosen to worship Duanmu Ci.
The Northeastern God of Wealth, Li Guizu, was an official during the Northern Wei dynasty of the Northern and Southern Dynasties period. He was known as a benevolent magistrate who cared deeply for the people. Folk legends describe him as an incarnation of Taibai Jinxing. He is one of the most popular Gods of Wealth in folk culture. In ancient times, many New Year paintings depicted him, and even banknotes from the Qing dynasty and the Republic of China featured his image. He is often portrayed together with the deities of Fortune, Prosperity, Longevity, and Happiness, forming the concept of “Fortune, Prosperity, Longevity, Happiness, and Wealth.” For those in officialdom, Li Guizu is often the preferred deity to worship.
The Southeastern God of Wealth, Fan Li, is well known as a famous strategist and economist from the late Spring and Autumn period. He once assisted King Goujian of Yue in defeating the state of Wu. Later, he engaged in business three times, becoming immensely wealthy each time, and distributed his wealth to help others, a story known as “three accumulations and three dispersals.” The Records of the Grand Historian notes that he accumulated great wealth over nineteen years, reaching vast fortunes. It is even said that he accumulated four million units of currency, equivalent to over 230 billion RMB today. The economic strength behind King Goujian’s revenge against Wu largely relied on Fan Li’s wealth, making him truly as rich as a nation.
The Northwestern God of Wealth, Liu Haichan, originally named Liu Cao, was a Taoist priest during the Five Dynasties period and is regarded as one of the Five Northern Patriarchs in Quanzhen Taoism. There is a folk tale known as “Liu Hai Playing with the Golden Toad.” The golden toad is a three-legged frog believed in ancient times to bring wealth. Liu Hai is often depicted holding a string of coins and teasing the toad, symbolizing an abundance of wealth and prosperity. Therefore, he is also worshipped as a God of Wealth, especially among Taoist practitioners. Additionally, some say the Northwestern God of Wealth is Bai Gui, a merchant from the Warring States period, considered a pioneer of commercial theory. His principles—wisdom, courage, benevolence, and strength—have influenced merchants for generations. His ideas, such as “buy when others discard” and “know when to advance and retreat,” still guide modern financial thinking, and his name remains synonymous with wealth.
These are the nine Gods of Wealth we have discussed.
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