A Study on the Practice of Praying to "Datuk Kong" in Malaysia

Rather than for me to copy the entire paper by Ms Wendy Choo Liyun, which is not practical because of its length, I thought I should just let you guys click on the link as below. It is commonly spelt as "Datuk Kong", although the paper spelt it as "Datuk Gong". It's the same. Also the practice is common throughout Malaysia, although the paper title centres on the practice in Malacca only.  

http://courses.nus.edu.sg/course/histdd/notes/CHOO.htm