The teachings and influence of Quetzalcoatl had preceded him among the Olmec nations of the eastern region. His father, under the name of Camaxtli, had done more than any other to bring these nations under the Toltec power, had founded the city afterwards known as Tlascala, and was perhaps already worshiped as a deity. Moreover the Quetzalcoatl of old had traditionally introduced Nahua institutions in this region, where he was still the object of supreme veneration. Whether the city of Cholula was actually founded at this time or by the first Quetzalcoatl, it is impossible to determine,[IV-39] but the coming of Ceacatl seems to have marked the beginning of a new era of prosperity on the eastern plateau. Temples in honor of Camaxtli were erected in Tlascala and Huexotzinco, while Cholula became the capital of what may almost be termed a new Toltec monarchy. All the southern and eastern provinces subject to the empire during Ceacatl's reign at Tollan, gave in their adhesion to him at Cholula. Large numbers of his partisans also followed him from Tollan, and all the primitive peoples, among whom human sacrifice in pre-Toltec times had been unknown, were glad to submit to the royal high-priest. His reign in Cholula lasted about ten years,[IV-40] and during this time his doctrines are thought to have been introduced by disciples dispatched from Cholula into the southern regions of Oajaca.
In 904 Yohuallatonac was succeeded in Culhuacan by Quetzallacxoyatl, and Huemac, having subdued by his strict and severe measures all open opposition to his rule at home, but looking with much uneasiness on the prosperity of Ceacatl in his new capital, and the constant emigration of his own subjects eastward, resolved again to attack his former rival. At the head of a large army he directed his march towards Cholula. Quetzalcoatl as before, notwithstanding the remonstrance of his people, refused to resist his progress, but departed before Huemac's arrival for other lands as before related. Cholula, with the neighboring cities and provinces fell an easy prey to the valiant Huemac; but so long did he remain absent in his insatiable desire to conquer new territory, that his subjects revolted and with the co-operation of the king of Culhuacan proclaimed Nauhyotl king about the year 930.[IV-41] Huemac did not yield without a struggle. Returning westward to defend his throne he met Nauhyotl on the lake shores; his army was routed and he was killed, or at least disappeared. As Tezcatlipoca and under various other titles he ever after ranked among the highest in the pantheon of Nahua divinities.[IV-42]