Hong Kong’s got (teaching) talent.
Advertisements for star tutors in Hong Kong can be seen all over here: on billboards that loom over highways and on the exteriors of shopping malls. Invariably, the local teaching celebrities are young, attractive and dressed in designer outfits befitting pop stars. But beyond the polished shine, the advertisements also claim that their celebrity tutors can help students ace Hong Kong’s university entrance exam.
“From a marketing perspective, every company wants to present their products with good packaging,” said Antonia Cheng, a celebrity English teacher at Modern Education, one of the city’s largest tutorial chains. “I believe, very simply, that this is a business principle.”
Although Ms. Cheng’s Web site features photos of her in various poses, including in a red cocktail dress with a flash of leg, she maintains that “the quality of lessons is most important.”
According to the piece many of the city’s celebrity tutors have their own music videos, Facebook fan pages and products including stationery. It has also been reported that some tutors can earn more than 10 million Hong Kong dollars, or around £800k each year. That’s a pretty good rate. Will it attract others to set up shop there? We’ll see.