Image Collective Communication offers a variety of high-end lifestyle courses targeted at China's high net worth individuals, including wine tasting and table manners. [Photo provided to China Daily]

Another company that offers British etiquette training in China is Debrett's, a famous luxury lifestyle brand with more than two centuries of history. Its chief executive Joanne Milner said that they decided to open their first China office in 2014 because of two compelling factors.

"First, we saw increasing demand from Chinese clients in London. We had received a lot of inquiries regarding our classes and many people were asking us if we had anything based in China. The other factor is that the British are well known for their manners and a focus on the soft skills, which is very similar to China's heritage. The two value systems are quite similar," said Milner.

"I have noticed the changing attitudes of Chinese people－they are now more open-minded and willing to learn about other cultures. We understand and respect each other's cultures," added Mather.

Milner estimated that the China office has coached up to 1,000 people in its first year of operation and was confident the number would grow with the increasing awareness in society today.

Debrett's training sessions also see many young adults and children participating. Students from all over the world make up the lion's share of their customers while Chinese students form the majority of those who attend the company's summer training program, according to Milner.

The annual "Young Achiever" summer program, which is held in London, costs 75,000 yuan and spans 10 days. While the entire program is conducted in English, Mandarin-speaking tutors are available to help facilitate communication with Chinese clients.