China tutoring school’s promotion links civil service exam success to higher bride prices

A Chinese civil service exam tutoring company has sparked controversy by claiming that they can help clients pass the test and then demand an additional 200,000 yuan (US$29,000) in bride price.\nOn December 28, a netizen posted a video claiming that a civil service exam tutoring institution in Hohhot, Inner Mongolia, northern China, had used a controversial banner to promote its business.\nThe Inner Mongolia branch of Beijing Chongzheng Education Consulting Co., Ltd., was established in October 2020 and is well known locally for its civil service exam training service.\n\nIn the video, the slogan “Come to Chongzheng and pass easily, ask for 200,000 yuan more in bride price” was displayed on a public bus.\nBy December 29, the video had been taken down and a member of staff from the institution claimed they were unaware of the promotion.\nHowever, some netizens confirmed the authenticity of the slogan.\n“It is true. I took the civil service exam in Inner Mongolia on the 29th. After the exam, a group of people was shouting the slogan through loudspeakers. I heard it myself,” said one person.\n\nIn China, the National Civil Service Exam, known as Guokao, is a highly competitive test that serves as a gateway to stable government jobs, often regarded as “golden rice bowls” for their job security and social prestige.\nIn some provinces the competition is especially fierce, as passing the exam is seen as a crucial step towards achieving upwards social mobility.\nIt is not uncommon for some graduates to stay at home for several years after university, preparing full time for the exam.\n\nIn the 2026 round of Guokao, more than 3.51 million people registered, an increase of nearly 260,000 on the previous year. The most competitive position saw a 7,591:1 ratio of applicants to available spots.\nThe obsession with civil service jobs also feeds into broader cultural marriage values.\nWomen who work as civil servants are often seen as “A-grade” in the marriage market due to the stability of their jobs and their family-oriented image; therefore, they are considered able to ask for a higher bride price.\nOn December 30, the Saihan District Market Supervision and Administration Bureau in Hohhot issued an official statement on its social media account, announcing that it had launched an investigation into the advertisement.\n\n“The advertisement was found to be potentially in violation of the Advertising Law of the People’s Republic of China. The bureau has ordered the institution to immediately halt the marketing campaign and has filed a formal case. The final result will be made public in due course,” the statement read.\nThe video sparked controversy online.\nOne person said: “If this is their values and professionalism, how are they even qualified to offer civil service exam prep?”\n“There is obviously a market for this kind of ad. They are just saying out loud what is usually an unspoken rule,” said another.\n