Why is the Chinese mania for gaokao champions, or the highest scorers in the competitive national college entrance examination, alive and well?

It's probably in our genes. Thousands of years ago, diligent Chinese children were taught, "Within books, one can find houses of gold; within books, one can find ladies as fair as jade," which motivated them to study hard for imperial exams that rewarded the best performers with high, well-paid government positions.

Gaokao champions may not carry the same glamour as their ancestors. But they'll become the poster boys and girls of their hometowns and schools as well as the pride of their parents. Top universities have deemed the ability to woo more top gaokao scorers as a key competitive strength, lavishing generous rewards to attract the newly minted champions.