Learning Western etiquette, interviewing style and which fork to use are becoming a big business for those who hope to cash in on the 2008 Beijing Olympics and China's economic boom.

The yuppies want to get it right, to be stylish and not commit any gaffes.

Further, the general public continually is being urged not to spit in the streets, not to shout and to be polite.

Schools have been set up to instruct entrepreneurs and their wives on what is acceptable behavior. And business is booming.

At Shanghai's June Yamada Academy, students pay 8,770 yuan (US$1,100) for a 14-hour training program on how to act like a lady or a gentleman, according to Western concepts.

"My taste has improved," said a Ms Huang from Wenzhou, a city in Shanghai's neighboring Zhejiang Province, after two sessions on Western etiquette. "My husband and I run a medical equipment company in Shanghai and I don't want to act like a bumpkin during meetings with foreign clients."

And the Beijing Institute of Clothing Technology does not teach future fashion designers the secrets of tailoring or modeling. Instead, professor Zheng Huawei instructs her 600 students on manners and etiquette.

Russian people do not like sea cucumber, while internal organs are taboo to some cultures. Never fix a dinner table for 13 because that is considered an unlucky number for most Westerners, she says, as her students scribble down the tips.

China has about 5,000 years of civilization, but the ill comportment of some citizens, such as spitting on the street and talking loudly in public, have tarnished the image.

"People become aware of the importance of etiquette only when they don't have to worry where their next meal is coming from," said Zheng, formerly trained in ballet. Her courses on etiquette and public relations have drawn large audiences at the school in northeastern Beijing.

Beijing, host of the 2008 summer Olympic Games, has placed her on an expert panel to give university students a crash course in etiquette.

In the last two months, Zheng has given speeches at several universities including the prestigious Beijing and Qinghua universities. She is often cheered and chased by students who have more questions.

"College students should be a high-caliber group, but we know so little about basic etiquette," said a Beijing University student. "She is dressed to the nines and she teaches us how to knock at the door, shake hands, make presentations and exchange business cards in the politest way."

"As Olympics approach, many people are keen on etiquette - it's a new fashion," said Zheng, satisfied that her years of efforts in etiquette studies will finally play a key role.

(Xinhua News Agency December 22, 2005)