Marketing Consultation and Brand Coaching
3 Sep
2012

In this weekend's South China Post, and article profiled how many Chinese parents are spending a small fortune to give their children a taste of the world.

The article described how "A growing number of affluent parents are sending their children overseas to improve their English and develop critical thinking skills. "Those who seek wisdom should read 10,000 books and travel 10,000 miles, the Chinese saying goes, and while one could easily spend a lifetime accomplishing the first task, many affluent mainland parents are increasingly choosing to put their children on the path to scholarship by sending them overseas for a season."

Agencies who organize overseas summer camps for primary and secondary school pupils report an explosion in the number of parents willing to shell out up to 40,000 Yuan (HK$49,000) - twice the annual per capita disposal income of the average urban mainlander - to introduce their children to the world beyond China.” Many of the students are said to become quite enamored with their visits to Europe and the U.S., determined for a longer stay by attending university overseas.

This situation appears to be another case of status gaining by parents and their children as they strive for a sampling of life outside of China. But what is gained by this exposure? What academic or social experiences are most desired through this international adventure?

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