This paper presents results of the ongoing Russo-Taiwanese joint research project and discusses a portion of paper icons zhima, popular woodblock prints nianhua and paper talismans fu collected by Academician Vasilii Mihailovich Alekseev during his travels in northern regions of late Qing and early Republican China, this collection is now housed in the State Museum of the History of Religions. Paper draws conclusions based on detailed analysis of the content of artefacts and their Chinese language explanatory notes left by Alekseev's mentors. Different popular Chinese gods played different roles: those depicted on talismans (or their attributes) were warriors or judges against evil influences and poisonous creatures, Stove God watched over family mores and submitted annual report to Jade Emperor, Bed Gods were worshipped to give off-spring.