财神 (cáishén) is more than just a single entity; it's a title held by several historical and mythological figures, leading to a distinction between different types of Wealth Gods. The two main categories are:
The worship of Caishen is most prominent during the Chinese New Year (春节, Chūnjié). The 5th day of the first lunar month is widely celebrated as Caishen's “birthday,” and on this day, families set off firecrackers and open their doors and windows to welcome him and his blessings for the year ahead. Businesses, shops, and restaurants almost always have a statue or image of Caishen in a prominent location, often with offerings of fruit and incense. Comparison to a Western Concept: While the West has figures like “Lady Luck,” Caishen is fundamentally different. Lady Luck is an abstract, impersonal force of chance. 财神, on the other hand, is a specific, personal deity to whom one can pray, make offerings, and build a relationship. The interaction is transactional: respect and worship are offered in exchange for tangible blessings of wealth. He is less like Lady Luck and more like a patron saint for finance.
Even in a rapidly modernizing China, Caishen remains a powerful cultural symbol.