DOCTOR HOUSE: Deng Fangshuo, a self-proclaimed fengshui master introduces his theory to house buyers at a property in Wuhan, Hubei Province on August 4 (CFP)

The location of Hongcun embodies the scientific side of fengshui, its geographic conditions being largely favorable. The village lies on the southern slope of the mountain, shielded against cold northern winds in winter and free of floods during summer. A 1,000-meter-long stream flows through its center, along which an irrigation system and wooden houses were built, each provided with water. Such a layout has contributed much to fireproofing efforts and the survival of the village over several centuries. Today, about 140 such ancient buildings remain preserved here.

The village proves a striking example of how fengshui design and scientific disciplines such as geophysics, hydrology, architecture and ecology can work in harmony.

Obsession makes ridiculous

Despite its important role in Chinese culture, some still view fengshui with a certain amount of skepticism, it is so deeply rooted in ancient superstition and folklore, not to mention its widespread use by an array of charlatans out to make a quick profit.

A store, registered on Taobao, China's largest business-to-customer online market, earned nearly 10 million yuan ($1.6 million) over 10 months by trading fengshui objects priced from 38 yuan ($6.2) to 5,888 yuan ($962). Its boss, Luo Shun, claimed these products could help improve health, while bringing wealth and good luck to a family if they are properly situated in certain places at home. He even styled himself as a master of the art, instilling fear into his clients via possible curses should they complain, before eventually being charged by local prosecutors.

Master Beiyue, a senior monk at Wutaishan Buddhist Monastery, explained that under the circumstances of drastic social change, many people feel spiritually barren and hope to make amends by following principles such as fengshui, which fraudsters often use to profit on.

As a part of traditional Chinese culture, fengshui is a combination of ancient wisdom and witchcraft. There is no need to turn simple matters into mysteries, he said.

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