Pop culture offerings in China these days run the gamut from Hollywood blockbusters to domestic versions of "American Idol", but it is a book about the ancient sage Confucius that is causing all the buzz in the streets.

"Notes on reading the Analects", by Beijing Normal University professor Yu Dan, has become China's best-selling book in recent memory, defying critics who say it turns Confucian thought into self-help pulp for the modern age.

"It is good to have these teachings from old times because people are too selfish now," 60-year-old accountant Qu Juan said of the book that has sold over 3 million copies in four months. "Everybody cares only about making money after the economic reforms," she said, flipping through the softback at a book shop.

Yu first shot to fame in October when she went on state TV to lecture on the Analects, a canon of Confucianism recording discussions between the ancient Chinese sage Confucius (551-479 BC) and his disciples. She wrote the book based on the TV transcripts.

Her mass following tells of deep anxiety about morality and beliefs in a society that has gone through a disorienting transformation in recent decades, analysts said.

"We were taught Marxism and Leninism in schools," said Tian Na, a 25-year-old teacher who bought the book on the Internet.

"But when I became independent and went to college, I saw professors take bribes and I felt the old slogans like 'serve the people' were no longer relevant," she said.

Yu's book appeals across generations, despite the vastly different experiences of growing up as Tian did, in the relatively prosperous and stable reform era of the 1980s and 90s, or as the older generation did, during the time of Mao Zedong.