heir faces gaze from billboards and the backs of buses everywhere: well-groomed, serious-looking professionals, often with catchy nicknames. The accompanying text spells out their expertise in various school subjects, such as maths and English.
They may be sitting serenely in their office suites or surrounded by beaming youngsters holding up handfuls of “A” result slips. But this highly public face of the celebrity tutors – who make as much as HK$1 million a month from the desperate desire of parents to ensure their children get good grades at all cost – is only part of the publicity machine Hong Kong’s frenzied cram-school industry has built up to lure pupils.
Schools use a web of incentives including star performances, free gifts and gift-redemption points that have children pressing their parents to send them to tutors who have become as much of a status symbol as a designer handbag, and just as expensive.
The stakes will get higher still as uncertainties over the new secondary school curriculum – which Form One pupils will follow for the first time when classes resume this week – and, in due course, the increase in senior secondary pupils it will produce stokes demand for tuition.