By Harro ten Wolde

AMSTERDAM, Apr 25 (Reuters) Soccer master Johan Cruyff turned 60 today, no less popular in his country than when he led the Oranje team to the brink of World Cup glory in 1974.

Cruyff, the fulcrum of a Dutch side that delighted the world with their ''total football'', expressed gratitude for the birthday wishes of his adoring compatriots but preferred to celebrate quietly.

''I have found much of the attention in the last weeks very flattering. It is great when so many people say...that you have been a special someone to them... but in this respect I am only human,'' he said.

Cruyff's birthday, marked with lengthy inserts in nearly all newspapers and special shows on national television, reflects his enduring presence in Dutch society.

A highly visible personality called on to comment not only on football but everything from politics to economic policy, Cruyff has become an integral part of the Dutch psyche.

The midfield orchestrator, whose team lost the 1974 World Cup final 2-1 to hosts West Germany, has even given the Dutch language a new term -- 'Cruyffism'.

''If I wanted you to understand me, I would have explained it better,'' is one such example.

Cruyff, who grew up in Amsterdam's ''Betondorp'' (concrete village) as the son of a greengrocer, has always been seen as a man of the people.

''If you learn how his mind works, it all becomes logical,'' said former Dutch environmental Minister Pieter Winsemius, who wrote a management book based on Cruyff's philosophy.

REUTERS PDS HT2320