"Currently, there are more than 750 students, including six Living Buddhas, from all over China at the monastery. We'd like to see the number reach 1,000," said Salung Phunlha, director of the monastery's administrative commission.

In 2005, Bainqen Erdini Qoigyijabu, the 11th Panchen Lama, was made the commission's honorable director. The appointment came 20 years after he was named as the reincarnation of the 10th Panchen Lama at age 5 and an enthronement ceremony was held in Tashihunpo.

"The 11th Panchen Lama regularly stays at the monastery and holds religious ceremonies in the courtyard in front of the Tsogchen Hall," Dawa said, pointing to the dignitary's golden chair. "The square is packed with followers every time he holds a ceremony."

New channels

Salung Phunlha said: "The 11th Panchen Lama has said repeatedly that lamas need to spread Tibetan Buddhism via new channels to adapt to the new requirements and development of society. So, besides scripture, our students study culture and science, and learn English."

The 11th Panchen Lama surprised many people when he delivered a speech in English at the opening ceremony of the Second World Buddhist Forum in Wuxi, Jiangsu province, in 2009.

"By mastering different languages, we can ensure that our message won't get lost in translation," Salung Phunlha said.

Social media

Ngawang Namdrol, the third Living Buddha Khyungpo, has studied at Tashihunpo since he was 12. The 27-year-old is still learning the five theories of Tibetan Buddhism via a strict study routine from 5:30 am to 9 pm every day.

Despite that, he manages to find time to regularly update his social media accounts.

"I am one of the first Living Buddhas in China to have social media accounts," he said, sitting in his chair surrounded by small Buddha statues and thangka, traditional paintings. "The younger lamas all know new media pretty well, which is something we must use as society develops. I didn't open my Weibo account to become famous, but to pass on Tibetan Buddhism's positive energy to more people."

In 2010, he launched the official account of Living Buddha Khyungpo on Sina Weibo, China's Twitterlike platform, and it now has more than 270,000 followers. In addition to regularly posting Tibetan Buddhist content to encourage people to be kind to each other and help them better handle pressure, he posts nonreligious items, such as selfies, photos featuring the Potala Palace in Lhasa, the regional capital, or beautiful scenery he has captured on his smartphone.

"Some young lamas also post about their everyday lives in monasteries, which helps people learn about their real lifestyles," he said.

Khyungpo said people should be alert to fake Living Buddhas, conmen who are after money and sometimes even lure followers into performing sexual acts.