Image Collective Communication often invites Diana Mather (middle right), the director of training from The English Manner to coach local wealthy individuals. [Photo provided to China Daily]

Keen competition

Chinese organizations too have been keen to join this steadily growing niche industry. Milner views the increasing competition as an implication that etiquette, or specifically British etiquette, is becoming a valued quality here in China.

The China Children's Etiquette Education Association is an organization founded in 2014 that offers professional training to tutors, and it is planning to introduce more children's etiquette courses across in China. The organization has trained over 500 tutors who are now qualified to provide etiquette courses on traditional Chinese and Western protocols to children aged two to eight.

"Chinese adults lack etiquette and manners in some ways and this should be improved given China's growing economy. It is better to start with teaching children etiquette rules," said Huang Wanyun, the secretary-general of the association. Huang added that primary schools in China have already started adding etiquette training into their education syllabus in order to ensure that the children emerge more confident and refined.

Xiong Bingqi, deputy director of the 21st Century Education Research Institute in Beijing, said while the trend is a positive thing for Chinese people, such initiatives should not be deemed as mandatory for everyone, especially children. Rather, he believes the key focus should be on a holistic education.

"It is a good sign that rich Chinese acknowledge they do not have much style and sophistication even after spending fortunes to buy luxury goods," said Xiong. "But it is important to note that the focus should be on achieving diversity in education."

Xu Junqian in Shanghai contributed to the story.

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