Zhao Haoyu never expected the summer vacation following his gaokao exam to be one in which he skirted celebrity.

After achieving the top score for the arts in Yunnan province - 708 out of a possible 750, - Zhao has been busy sharing his study tips by holding interviews and, following his high school's tradition, selling copies of his lecture notes to alumni since he received his results in late June.

That was, in some ways, to be expected, but he was surprised when companies invited him to endorse their brands.