Based on eighteen months of fieldwork in a county in Southeast China, this article identifies three tendencies that have appeared in the revitalization of temple-based popular religion in the post-Mao period. These three tendencies—women taking more central roles in popular religion, the bifurcation between the ever increasing popularity and prosperity of a small number of temples and the decline in the majority of small village temples, and the tendency of popular religion temples to acquire Buddhist features—have consequently caused the character and terrain of popular religion to diverge greatly from the pre-1949 past. To explain these changes, the article argues that we have to come to terms with the two faces of popular religion: the communal/mandatory dimension and the individual/voluntary dimension that is largely associated with female devotees. All three tendencies have been taking place when popular religion temples’ bonds with village communities attenuated and their voluntary dimension moved to the forefront. The article attributes the weakening of the communal dimension of popular religion temples to the restructuring of rural society by the Maoist political campaigns and the post-Mao marketization.