In Hong Kong, good exam results are essential. The pressure for success has created a new generation of tutors with a rock star approach to self-promotion.
They strike glamorous poses in posters in shopping malls and on the sides of buses.
But they are not movie stars or supermodels: they are Hong Kong's A-list "tutor kings" and "tutor queens", offering pupils a chance to improve mediocre grades.
In Hong Kong's consumer culture, looks sell. Celebrity tutors in their sophisticated hair-dos and designer trappings are treated like idols by their young fans who flock to their classes.
And they have earnings to match - some have become millionaires and appear regularly on television shows.
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