Deceased celebrities seem to have developed magic powers of self-replication as rival towns claim them as their own. In order to build up their tourist industries, towns claim to be the birth or burial places of heroes and celebrities from Chinese history. Fierce arguments can erupt among towns with rival claims.

Absurdly, some places even claim to be the hometowns of fictional characters such as Xi Menqing from the Water Margin, and the Monkey King, a legendary figure who features in the classic novel Journey to the West.

Minister of Culture Cai Wu said such antics debase the true meaning of cultural protection and issued a circular demanding an end to 'abnormal competition'.

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