From the day they are born to the day they move into the realm of the afterlife, for many Chinese, gathering auspicious numbers is a way of life.

The unflinching faith in "lucky" numbers can be found everywhere: From gift money given on birthdays and red packets distributed every Spring Festival (in sets of two for a stronger effect), to the apartment, floor and even street numbers where people live, to the amount of "thank you" money paid by the groom to his fiancee's bridesmaids on their wedding day.

Traditionally, the upper class in Hong Kong spend huge amounts of money at auctions for precious "lucky" registration numbers for their cars. Held regularly since they were first introduced in 1973, these licence plate sales draw huge crowds, including the city's rich and famous, who want to secure their wealth by driving around with a stamp of approval from the gods of fortune.

With the nation's economy creating a prosperous middle class, especially in the Pearl River Delta region, Guangzhou is now getting in on the act.

The Guangzhou Enterprises, Mergers and Acquisitions Service (GEMAS) just held its own licence plate auction last weekend, the first since the previous "number selection payments" scheme was abolished in September 2004 due to controversy.

The auction raised more than 8.2 million yuan (US$1.03 million), said Li Zhengxi, GEMAS general manager.

"People are mostly interested in plates that have the numbers six or eight because they believe these numbers will bring them good fortune."

The highest price paid at the two-day auction was for plate number AW6666, which was bought for 272,000 yuan (US$34,000) by an anonymous bidder on behalf of a motorcycle dealership in Zengcheng, Guangzhou.

Some see social benefits.

A woman surnamed Sun, after buying plate number PC888, said she made the purchase "because I know the money will be used for infrastructure, which is good for society."

Hong Kong auctions, usually held once every two weeks, have been bringing in record returns in recent months, partly because of the region's resurgent economy.

In the past three months, someone paid HK$150,000 (US$19,345) for the number 566.

In February, a woman surnamed Chau paid HK$1.5 million (US$193,450) for 123. It was rumoured to be on behalf of actor Jackie Chan, who hails from Hong Kong, because the numbers suggest "strong, easy living" and because of the connection to the birthdays of his wife and son.

Hong Kong tycoon Albert Yeung Sau Shing is still the all-time champion, though. He paid a whopping HK$13 million (US$1.67 million) for the number 9 for his licence plate in 1994.

That mere numbers are generating such high returns does not surprise local feng shui practitioner and Chinese numerologist Raymond Lo, who says that numbers, at least for believers, hold the key to a harmonious life.

In Hong Kong, proceeds from the auctions go to the Government Lotteries Fund, which are shared by charities such as International Social Services, which provide services to disadvantaged families, and Po Leung Kuk, which benefits youth groups.