Why are elite Chinese parents investing in etiquette classes for their children?

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Elite Chinese Parents Invest in Etiquette Classes for Children to Foster Well-Rounded Development Amid Fierce Competition

Elite Chinese parents are increasingly investing in etiquette classes for their children, seeking to equip them with the social graces and polish necessary to stand out in a highly competitive environment. The primary motivation is to foster a "perfect" and all-round development in their offspring, encompassing not only academic and athletic prowess but also refined social conduct and deportment. This trend is particularly pronounced in Shanghai, China's most international city, where the pressure for children to excel and distinguish themselves among their peers is intense.
Cultivating "Perfect" and All-Round Development

Parents aspire for their children to be "perfect" and develop comprehensively, a goal that extends beyond academic achievements to include being "lady-like" or well-mannered, athletic, and academically proficient. For instance, Danielle Liu, a 10-year-old student, participates in these classes with the hope of developing into a "little lady" and shining among the children of China's ultra-competitive elite. Her mother, Cheng Liyan, expressed the desire for her only child to develop in an all-round way, highlighting the multifaceted expectations placed upon children in this milieu.
Navigating Fierce Competition in Shanghai

Shanghai, with its population of approximately 25 million, presents a landscape of "fierce competition" where children must actively strive to stand out. The etiquette classes, costing ¥2,688 for four hours of instruction, are seen as a crucial tool for this purpose. These classes impart essential social skills, dining manners, and deportment, which parents believe provide children with the "keys to adapt" when interacting in international settings or encountering different cultures.
Instilling Discipline and Appropriate Public Conduct

A significant aspect of the appeal of these classes lies in their ability to instill discipline, which parents deem essential for navigating public situations. The instruction emphasizes avoiding inappropriate behaviours such as yelling or screaming in public, with parents believing that such discipline is necessary for their children's social integration and presentation. Guillaume de Bernadac, the instructor, aims to teach children how to behave appropriately, a skill he sees as vital for participation in the "global village."
Adapting to International Environments

The curriculum goes beyond basic manners, teaching social skills, dining etiquette, and deportment, including how to introduce oneself, greet others, and engage in appropriate dinner table conversation. De Bernadac, who runs Academie de Bernadac, established in 2014, notes a surge in demand, with Shanghai authorities even considering integrating such programmes into schools. He asserts that the classes are designed to provide children with the tools to adapt to international environments and diverse cultures, thereby preparing them for broader global engagement.

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Why are elite Chinese parents investing in etiquette classes for their children?

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