Starbucks struggles to find a new identity in cutthroat China
BEIJING - When a group of private equity investors and Chinese technology companies were asked for ideas on how they would revive Starbucks' fortunes in the world's second-largest economy, the most common advice was: Be a lot more like the local competition that beat you.
Starbucks, they argued, should have smaller stores, employ fewer people and cut prices, according to sources familiar with the sale of a stake in Starbucks' China business that reportedly kicked off in May. These proposals resemble the very model that enabled Luckin Coffee to overtake Starbucks as China's biggest coffee chain two years ago by selling coffee at one third of its price.
Most of the prospective investors want a controlling stake of Starbucks' Chinese business. And while US company has said it'll only partner with an investor aligned with its vision, the process has put its local Chinese management team on tenterhooks, worried that a brand they've spent decades building will become just another low-price, trend-following chain, said people familiar with the matter.
The stake sale exercise is underscoring Starbucks' identity crisis in China as it tries to salvage a flagging legacy business amid fierce domestic competition – a problem that has afflicted other foreign brands as China's economy undergoes major shifts. What Starbucks chooses to do in China will decide whether it ends up successful like McDonalds, or faltering like Apple.
Starbucks is 'in a tough position,' said Mark Tanner, managing director of consultancy China Skinny in Shanghai. 'Many cost-conscious consumers are opting for cheaper alternatives, but trying to compete on price will be a race to the bottom, destroying any margins they currently hold.'
Starbucks brought the cafe experience to China in the 1990s, and as China's economic growth soared, its footprint expanded in tandem to bring its total number of stores there to over 7,800. In recent years, however, Western brands have been losing ground to local names amid rising nationalism and reluctance to pay premiums for brands.
The very few American brands that still thrive in China's great consumer pullback made successful adaptations to their business. Yum China Holdings' KFC incorporated street food and local delicacies to its menu and offers cost-conscious consumers meal deals all year long. Walmart's Sam's Club taps into the middle class's craving for exclusivity and growing health consciousness with high-quality private label snacks and premium meat cuts.
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Starbucks seems stuck in between those models. While its 'third place' store format is expensive to upkeep, customers have become less willing to pay higher prices for its drinks since the Covid pandemic and ongoing economic downturn. Compounding the problem was previous China chief executive officer Belinda Wong's tendency to hew more closely to the company's strategy in developed Western markets, according to people with knowledge of the matter. Ms Wong rejected ideas like a lower-price spinoff chain before Covid, as well as more localised campaigns during the pandemic, the people said, citing a belief that they conflicted with Starbucks' brand.
New initiatives have been launched rapidly since new CEO Molly Liu took over in late 2024. These included a cheaper line of tea-based drinks and sugar-free options, and tie-ups with the move Zootopia and Taiwanese rock band Mayday.
'Starbucks' new product innovation and marketing campaigns this year show it's digging deeper to explore the demand of Chinese consumers,' said Roolee Lu, Shanghai-based director of consultancy Mintel Group. 'They want new products, they want emotional connection with brands, they need some comprehensive, immersive experiences.'
There are signs of a turnaround. Based on conversations with three store managers in Shanghai, drinks cobranded with Mayday drove their May sales by as much as 20 per cent in their stores. Overall, the most recent quarter showed sales returning to growth since late 2023 in China, with Starbucks CEO Brian Niccol attributing the success in an earnings call last month to 'beverage innovation' and changes to 'non-coffee pricing.'
Yet the lack of a clear strategy endures, especially around its stores which, depending on who you ask, are either a vaunted part of brand identity or an expensive cost overhang. The Chinese management team is now experimenting with different ways to bring people in. These include making more stores pet-friendly, providing free-to-use study rooms and targeting store openings in heritage or scenic sites, such as a recent one in Yunnan's Yulong Snow Mountain.
From the potential investors' perspective, it isn't necessary to have large stores if Starbucks aims to capture the needs of busy professionals who are unlikely to linger, though some shops should maintain in-store experiences, said people familiar with the proposals. Cutting the number of staff in stores is also an option, the people said, as many local chains only have one employee as orders are mostly taken online.
Jessica Gleeson, a former Starbucks China executive who now runs her own retail consultancy in Shanghai, said the risk is that the new investor doesn't understand Starbucks' positioning in China and turns it into just another 'transactional' coffee chain.
'The low-end of the market is already crowded,' she said.
Whichever direction Starbucks China takes, one thing is clear: It'll regain past glory only if consumers like Jelly Li can be persuaded to become regular customers again.
The 32-year-old musician from Guangzhou was recently at a Starbucks in Shanghai with a view of the Oriental Pearl Tower. She was unimpressed by the orange-flavored ice-shaken espresso she ordered, noting: 'Starbucks taught me how to enjoy coffee when I was in college. Now I need coffee everyday but no longer pay for Starbucks.' BLOOMBERG
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Sign up now: Get ST's newsletters delivered to your inbox (Clockwise from left) Teas from ChaPanda, Origin Teahouse at Kada and Petale Tea. SINGAPORE – Tea is brewing up fresh excitement in Singapore's beverage scene. Once overshadowed by coffee, it is now embraced for its health benefits and as a lifestyle drink. Riding on themes of health, wellness and mindfulness, a new wave of tea purveyors is enticing customers with fruit-laden brews, fragrant leaves and modern presentation. The market has seen an influx of entrants over the past year. These range from Chinese brands such as ChaPanda and Luli both making their Singapore debut, to home-grown concepts like LimCha Teahouse Cafe and Golden Seed, which focus mainly on Chinese tea with a modern spin. Floral and herbal infusions, as well as tea balls incorporating Chinese and Western teas, are also gaining popularity. Fresh fruit teas are a major draw. ChaPanda – which has close to 9,000 stores in China and overseas, including in Malaysia, South Korea, Australia and France – opened its first two Singapore outlets in July at youth hub *Scape and Northpoint City. Ms Joanna Jia, 36, country manager of ChaPanda Singapore, notes that the brand has evolved from bubble tea to focus on tea beverages based on fresh fruit. The Mango Pomelo Sago ($5.90 for medium, $6.90 for large) is the brand's bestseller, containing about half a mango and plenty of red pomelo in every cup. Top stories Swipe. Select. Stay informed. 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ChaPanda Singapore's country manager Joanna Jia with the brand's Shine Muscat Grape Jasmine Tea and Mango Pomelo Sago at its *Scape outlet. ST PHOTO: GAVIN FOO Singaporean Jovalene Teo, 44, introduced Chinese tea brand Luli to the local market to offer a healthier, functional alternative to sugary bubble tea. Ms Jovalene Teo, chief executive of Luli Singapore, which opened its first local outlet at Marina Square on Aug 10. ST PHOTO: LIM YAOHUI Luli Singapore, which opened its first outlet at Marina Square on Aug 10, sells modern lifestyle beverages rooted in traditional Chinese medicine. An example is its Lingzhi Dragon Ginseng ($9.80), which is exclusive to Singapore. The blend of lingzhi and ginseng is said to support immunity, reduce fatigue and promote longevity, while jasmine tea and milk are added to make the drink palatable to younger consumers. Luli Singapore's Lingzhi Dragon Ginseng. ST PHOTO: LIM YAOHUI F&N Foods Singapore managing director Siew Peng Yim, 57, has observed tea making a comeback as milk tea continues to grow in popularity. The trend inspired F&N Foods to launch its F&N Magnolia Limited Edition Earl Grey Low Fat Flavoured Milk ($2.52 for 475ml, $3.63 for 946ml) on June 2. Made with black tea powder and infused with the distinct citrusy, floral scent of bergamot, the milk is available in stores and online until November. The F&N Magnolia Limited Edition Earl Grey Low Fat Flavoured Milk was launched in June. PHOTO: F&N FOODS Mr Siew notes that tea is trending in Singapore due to a combination of factors, including changing consumer preferences and the rise of speciality tea shops. 'Singaporeans are increasingly seeking out unique and high-quality teas,' he says. Beyond taste and flavour New home-grown teahouses and brands are also promoting tea as a mode to appreciating Chinese tea culture, and as a path to mindful living. LimCha Teahouse Cafe, which opened in the Joo Chiat enclave in May, is on a mission to preserve and promote Teochew gongfu tea culture with a modern twist. It offers five varieties of Chaozhou Dancong – a type of oolong – brewed in gongfu tea tradition, iced teas, cold brews and housemade pastries, such as Strawberry Dancong Cake ($11.90+ a slice) with tea-infused fresh cream frosting and jelly. LimCha Teahouse Cafe in Joo Chiat offers teas brewed in the tradition of gongfu tea, cold brews and tea-infused pastries. ST PHOTO: HESTER TAN At Millenia Walk, premium tea atelier Golden Seed, which opened in February, offers tasting flights of high-quality teas to encourage customers to appreciate aroma and flavour layers. Prices start at $36+ for a set of Xi Hu Long Jing. Ms Abby Lim, 42, marketing director of Golden Seed, says the cafe is aimed at both tea enthusiasts and non-tea drinkers. 'We want to cultivate a deeper appreciation for exceptional teas by blending heritage with modern sensibilities,' she says. Ms Abby Lim, marketing director of Golden Seed at Millenia Walk, says the brand is aimed at tea enthusiasts and non-tea drinkers alike. ST PHOTO: HEDY KHOO Herbal and floral infusions are also stirring up renewed interest. Tea Therapy Singapore, an online retailer specialising in caffeine-free floral, herbal and freeze-dried fruit teas was opened in September 2024 by Ms Sheena Lim, 53. 'Tea has gone beyond flavour and taste,' she says. 'It is about inner peace and calm, and what tea can bring to your health, both physically and mentally.' For some, tea is an entry point to healthier daily habits. 'Coffee gives an energy boost, but tea is about slowing down and socialising,' says Ms Jia. Despite growing competition, sellers see the increased visibility as positive. 'Having more competitors raises the profile of tea and benefits all sellers,' adds Ms Jia. LimCha Teahouse Cafe's owner, Ms Gladys Lim, 24, welcomes the variety that new tea sellers bring. 'There are so many facets to tea, from traditional to floral to herbal infusions. It is a welcome change from the coffee scene and the trend of syrupy bubble tea,' she says. Ms Glady Lim, owner of LimCha Teahouse Cafe, is on a mission to preserve Teochew tea culture. ST PHOTO: HESTER TAN From mass-market launches to niche ateliers, here is a closer look at seven purveyors brewing a distinct presence in Singapore's tea scene. ChaPanda: Fresh fruit in every cup Where: 02-07 *Scape, 2 Orchard Link, and B2-162 Northpoint City, South Wing, 1 North Point Drive Open: 10am to 10pm daily Info: @ on Instagram ChaPanda entered Singapore in July with a splash, opening two outlets within a week to introduce its fresh fruit tea drinks. Founded in 2008 in Chengdu, Sichuan, the Chinese brand has shifted from bubble tea to offering fruit-based tea beverages alongside milk tea. Founded in 2008 in Chengdu, Sichuan, ChaPanda entered Singapore in July with two outlets, including at *Scape. ST PHOTO: GAVIN FOO The Singapore menu features 18 drinks, with the classic Signature Taro Ball Milk Tea ($4.50 for medium, $5.50 for large) made with Mei Zhan Hua Kui tea leaves from Yunnan. This black tea has slightly bitter notes and a floral fragrance that pairs well with milk. The brand's top sellers here, as in China, are fruit teas. Besides the popular Mango Pomelo Sago ($5.90 for medium, $6.90 for large), customers are also drawn to Shine Muscat Grape Jasmine Tea ($5.90 for medium, $6.90 for large). Shine Muscat grapes from China are delivered daily. Each drink is prepared to order, with grapes muddled by hand to release the juice, then blended with jasmine tea and ice. Chunks of grape and jelly give the drink a chewy texture. ChaPanda's Shine Muscat Grape Jasmine Tea (left) and Mango Pomelo Sago. ST PHOTO: GAVIN FOO No artificial colouring or preservatives are used, with the drinks' colour coming from tea or fruit. Customers can choose sugar levels ranging from zero to 120 per cent. The *Scape flagship spans 1,000 sq ft indoors and 2,000 sq ft outdoors, seating up to 15 inside and 70 outside. Expansion plans include a Chinatown Point outlet in October and more outlets in the next three years. Luli Singapore: Tea meets TCM remedies Where: 02-184/185 Marina Square, 6 Raffles Boulevard Open: 10am to 10pm daily Info: Ms Jovalene Teo, chief executive of Luli Singapore, at the brand's first outlet in Singapore at Marina Square. ST PHOTO: LIM YAOHUI Ms Jovalene Teo, 44, chief executive of Luli Singapore, holds the Singapore master franchise of the Chinese brand of modern beverages rooted in traditional Chinese medicine (TCM), with the aim of providing consumers here with alternatives to sugar-laden bubble tea. The concept from Nanjing, launched in 2023, has about 500 outlets in China and one each in Malaysia and Vietnam. At Luli Singapore's first outlet at Marina Square, consumers can choose from 22 drinks, with the signature range being caffeine-free 'remedy brews' made without tea leaves. These herbal infusions use ingredients such as ginseng, dried pear slices and fresh Namshui pear. Other offerings include milk teas and fruit teas made with jasmine green tea, osmanthus oolong and honey-scented black tea. The formulations for the TCM-based remedy brews are supported by Nanjing University of Chinese Medicine and Jiangsu Traditional Chinese Medicine Industry Research Institute. A popular choice is Roselle Tangerine Peel Zest ($5.90 for medium, $6.90 for large), with a tangy-sweet base of aged tangerine peel, plum, roselle, licorice root and hawthorn. In TCM, these are said to aid digestion, support spleen health and soothe the throat. Perfume lemon, imported from Guangdong, adds an aromatic citrus lift. Roselle Tangerine Peel Zest at Luli Singapore's Marina Square outlet. ST PHOTO: LIM YAOHUI In September, the store will launch an AI Mirror, which uses artificial intelligence to scan a customer's face and tongue, and provide a diagnostic report on body constitution and recommend suitable brews. The device will also give lifestyle tips on herbal tonics and recipes for herbal soups. Luli Singapore will soon launch an AI Mirror, which customers can use to get TCM-based diagnostic reports on their body constitution and recommendations on brews. ST PHOTO: LIM YAOHUI Luli Singapore will open a second outlet at Keppel South Central in Tanjong Pagar in October. LimCha Teahouse Cafe: Modern spin on Teochew tea culture Where: Level 2, 93 East Coast Open: 11am to 8pm (Wednesdays and Thursdays), noon to 10pm (Fridays to Sundays), closed on Mondays and Tuesdays Info: Go to @limcha_teahousecafe on Instagram or call 8509-2526 LimCha Teahouse Cafe in Joo Chiat invites customers to slow down and savour traditional Teochew tea culture in a modern space. Opened on May 1 by owner Gladys Lim, 24, the 1,200 sq ft cafe offers five varieties of premium Dancong teas from Phoenix Mountain in Guangdong, China. Dancong is a type of oolong prized for its aroma. Prices start at $8.90+ for teas such as iced Longan Ya Shi Xiang and go up to $79.90+ for the Signature Premium Cold Tea Set. Good for up to four people to share, the set includes two 500ml bottles of cold brew Honey Orchid and Orchid Vanilla teas, desserts, fresh fruit and snacks. The iced Longan Ya Shi Xiang blends longan flavouring with Ya Shi Xiang tea, known for its earthy, woody notes. Iced Longan Ya Shi Xiang at LimCha Teahouse Cafe. ST PHOTO: HESTER TAN For a traditional experience, the Gong Fu Cha Dancong Hot Tea Ceremonial Set ($35+) features Mi Lan Xiang Dancong with a rich scent of honey and fruit, paired with Chaozhou-sourced spiral nut biscuits and roasted peanuts. The Gong Fu Cha Dancong Hot Tea Ceremonial Set at LimCha Teahouse Cafe. ST PHOTO: HESTER TAN For a lighter entry into the world of tea, try the Dancong Milk Grass Jelly ($8.90+), a tea-infused dessert of grass jelly. Ya Shi Xiang tea is added to the whole milk, which tops the grass jelly. Dancong Milk Grass Jelly is a tea-infused dessert at LimCha Teahouse Cafe. ST PHOTO: HESTER TAN Golden Seed: Sleek take on artisanal teas Where: 01-71/72 Millenia Walk, 9 Raffles Boulevard Open: 11am to 7pm daily Info: Go to or call 9477-4610 At Millenia Walk, Golden Seed brings together old-world tea heritage and contemporary presentation. Opened in February, the premium tea atelier offers 12 handpicked varieties from across Asia – including the sought-after first flush of Xi Hu Long Jing and the smooth, fruity Li Shan High Mountain Tea – brewed with precision to showcase their aroma and taste. Golden Seed's teas are split into two categories: five premium options under the Tea Awakening Journey, and seven award-winning or aged teas – some more than 20 years old – served as Grand Tea Experience sets. Each set comes with snacks, and most teas yield four to five brews without losing flavour. The Xi Hu Long Jing ($88+) is sourced from Hangzhou's West Lake, using only the first spring shoots and is prized for its refreshing, nutty and slightly sweet notes. The tea is served in a glass teapot to display the leaves, which float to the surface at the start of the brew – a mark of quality and freshness. Xi Hu Long Jing Grand Tea Experience at Golden Seed. ST PHOTO: HEDY KHOO The Li Shan High Mountain Tea ($88+) is a Taiwanese oolong with a velvety, fruity profile preserved through delicate roasting. While each Grand Tea Experience set serves up to two, each Tea Awakening Journey set serves one, such as the Liu Bao ($36+), a fermented tea from Guangxi that has earthy, medicinal notes. Liu Bao Tea Awakening Journey at Golden Seed. ST PHOTO: HEDY KHOO Beyond the drinks menu, the space includes a retail section with the in-house designed Harmony Teapot ($108), made of glass and created to make tea brewing accessible at home without complex rituals. Origin Teahouse: Natural tea beverages Where: 01-05A Kada, 5 Kadayanallur Street Open: Noon to 8pm (Mondays), noon to 9.30pm (Tuesdays to Sundays) Info: Go to @originteahouse on Instagram or call 8089-1608 At Origin Teahouse, the Roasted Tie Guan Yin Latte ($6.80) offers a coffee-like experience without the jitters or crash. Roasted Tie Guan Yin Latte at Origin Teahouse at Kada. ST PHOTO: HEDY KHOO Co-founders Lee Wenxi, 31, and Ethan Keng, 33, came up with a process of deep-roasting tie guan yin leaves from China's Fujian to bring out chocolatey, toasty aromas before grinding them into powder for a 'tea espresso'. Mr Ethan Keng (left) and Mr Lee Wenxi, co-founders of Origin Teahouse at Kada. ST PHOTO: HEDY KHOO Extracted using a calibrated Taiwanese espresso machine, the concentrated shot is blended with fresh local milk from Viknesh Dairy Farm and Madagascar vanilla beans. French Elle & Vire cream, not non-dairy creamers, goes into the blend for a silky finish. Origin Teahouse, which positions itself as a 100 per cent fresh and natural tea beverage brand, does not use artificial flavourings, additives or sweeteners in its beverages. Opened in December 2024 at Kada, the 30-seat teahouse reflects the founders' commitment to transparency and accountability to customers in terms of the source and quality of ingredients used. The duo took numerous trips to China's tea-growing regions for research and development of their products over a period of 16 months. Also on the menu is its signature Berry Nice Tea ($9.20), a lively brew of gardenia green tea with fresh strawberry puree, finished with the distinct floral citrusy scent and flavour from perfume lemon slices. The perfume lemon, a hybrid lemon, is air-flown weekly from Guangdong. Origin Teahouse's Berry Nice Tea features perfume lemons. ST PHOTO: HEDY KHOO The brand launched its second outlet, a takeaway kiosk at The Arcade, in June and has a third outlet at Tang Plaza in Orchard set to open on Aug 18. Tea Therapy Singapore: Caffeine-free infusions Info: Go to or call 9844-1415 Online store Tea Therapy Singapore focuses on floral, herbal and freeze-dried fruit infusions, which eschew tea leaves, are free of caffeine and are best consumed unsweetened. Launched in September 2024 by Ms Sheena Lim, 53, it is dedicated to sharing plant-based remedies, with a focus on the restorative benefits of herbal and floral infusions. Ms Sheena Lim, owner of Tea Therapy, an online tea retailer which specialises in caffeine-free floral, herbal and freeze-dried fruit teas. ST PHOTO: HEDY KHOO Her interest in these began in 2018 after she suffered a mini stroke triggered by stress, during which she was unable to see out of her right eye for 30 minutes. She was subsequently hospitalised for four days. Not keen to take the prescribed blood thinners on a long-term basis, she learnt to prepare folk remedies for herself using plants and herbs. Eventually, her interest in plant-based remedies developed into a business plan to sell floral and herbal infusions online. 'I am not just selling tea for drinking. I want to promote a healthier lifestyle with more thought to incorporating plants into the diet in the form of floral and herbal infusions,' she says. She notes that preparing and drinking tea can be a meditative and calming ritual, appealing to those seeking moments of peace in their busy lives. Start with the nine-piece Flora Sampling Set ($18.90), a discovery box of 'tea bombs' featuring flowers such as rose, roselle, jasmine, lily, osmanthus, yellow and white chrysanthemum, peony and butterfly pea. The balls of tea are handcrafted in Yunnan. Tea Therapy's floral tea bomb made of rose petals and roselle. ST PHOTO: HEDY KHOO For a night-time wind-down, try the herbal Bonne Nuit ($33.90 for a box of 10 sachets), crafted as a sleep-supporting blend. It combines longan, Poria cocos, tangerine peel, red date, barley, wolfberry, hawthorn, lotus seed, rose and rosemary – a gentle, caffeine-free option aimed to help one relax before bed. Tea Therapy Singapore's Bonne Nuit is a herbal blend crafted to aid sleep and made with ingredients such as longan, tangerine peel and rosemary. ST PHOTO: HEDY KHOO Petale Tea: Sip on stories Where: 05-33 Ubi Techpark, 10 Ubi Crescent Open: Pick up of orders by appointment only Info: Go to call 8065-7687 or e-mail enjoythemoments@ Opened in 2018 by founder Rosemary Kwa, 42, Petale Tea specialises in handcrafted blooming teas aimed at making tea-drinking a mindful, sensory ritual. Petale Tea founder Rosemary Kwa with a selection of handcrafted tea at her Ubi Techpark office. ST PHOTO: GIN TAY Its newest launch, the Classic Storytelling Tin series, brings narrative flair to premium tea. Released in June, the 10-flavour collection is named after attributes such as Elegance, Passion and Resilience. Each tin by Petale Tea, which specialises in gift sets, contains eight blooming tea balls and loose tea leaves. One standout is Gratitude (launch price of $58 until Sept 30, usual price $63). The ondeh ondeh-inspired tea promotes the value of noticing what is going well and using that awareness to shift one's outlook. The tin has eight blooming tea balls made of lily and gomphrena, hand-sewn with cotton string to green tea leaves. When steeped in water, the tea ball unfurls into a floral display. The loose tea leaves are a blend of black Ceylon tea with mint, coconut bits and pandan extract. Petale Tea's best-selling Gratitude is inspired by the flavour of ondeh ondeh. ST PHOTO: GIN TAY Another tin is Growth (launch price of $58 until Sept 30, usual price $63), which stands for how personal growth happens gradually, just as how a tea bud slowly unfurls. The tin has eight blooming tea balls in muscat and apple flavour, made with carnation and jasmine flowers, and green tea leaves. The loose tea leaves are a blend of muscat white tea, marigold and rose petals.
Straits Times
4 hours ago
- Straits Times
English, physics, chemistry: These tutors take O-level exams every year
Sign up now: Get ST's newsletters delivered to your inbox (From left) Mr Linus Lin, Ms Ho Meng Yeng and Mr Ivan Lim pictured with their O-level certificates on Aug 5. SINGAPORE – When Mr Ivan Lim applied to work at tuition centre Keynote Learning Hub two years ago, he had an unusual job interview. 'I was asked, 'Would you mind taking the O-level exam as a private candidate?'' recalls the 38-year-old English tutor, a former international school teacher. 'It was a very strange interview question.' He is one of three tuition teachers at Keynote Learning who sit the Singapore-Cambridge General Certificate of Education Ordinary Level (GCE O-level) examination every year, usually in the subjects they teach. The practice is 'strongly encouraged' at the tuition centre at Ang Mo Kio for its full-time tutors, says Mr Linus Lin , 44, co-founder and head of department for science. Mr Lin himself has sat the O-level examinations 10 times since 2015, usually taking two to four subjects each time, while Ms Ho Meng Yeng, 45, another co-founder at Keynote Learning and its head of English, has been sitting the English language O-level paper since 2013, sometimes taking literature as well. The trio are taking their O-level exams again in 2025. The centre's other four tutors are part-time staff and do not take these exams. Keynote Learning offers group tuition, online and in-person, for primary and secondary school levels in English, science, mathematics and Chinese. Fees start at $240 for four weekly lessons for primary school pupils. Top stories Swipe. Select. Stay informed. 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Ms Ho, a former Ministry of Education secondary school teacher, took the English and literature O-level exams in 2013 because she wanted to be 'really in touch' with the syllabus changes that year. She was working as a private tutor by then, and was not briefed by education authorities on the changes, unlike school teachers. After 12 years of taking O-level papers and having had the jitters while waiting for the oral exam, she knows how to advise her own students, some of whom have told her they 'blank out' during the exam, or get palpitations when they feel anxious. She guides them on how to stay calm during the oral exam, by teaching them square breathing, also known as box breathing. This deep-breathing relaxation technique involves inhaling, holding one's breath and exhaling for equal counts, typically for four seconds each time. Ms Ho Meng Yeng, a former Ministry of Education secondary school teacher, took the English and literature O-level exams in 2013 because she wanted to be 'really in touch' with the syllabus changes that year. ST PHOTO: MARK CHEONG She has views on the type of pen to use because 'handwriting matters'. She recommends using a pen with a fine 0.38mm nib for English Paper 2 – all the better to cram more words in the space provided in the exam booklet – and a 0.5mm ballpoint pen that flows well for the masses of writing required in Paper 1. Going into battle together Mainly, the tutors say they take the O-level exams repeatedly to empathise more fully with their charges. Working through 10-year series, compilations of national examination papers like the O- and A-levels, pales in comparison to the 'live action' of the exam hall. Mr Lin, who has been a tuition teacher since his 20s, says: 'I experience the change in the way the questions are designed and phrased over the years. The 10-year series is helpful but the difference is doing it at your own pace and taking the exam under time pressure. I can understand what my students are going through.' 'After the exam is over, it's easier to discuss the paper and how we have done. I can tell lots of stories afterwards and remind them not to make mistakes. It's also useful to teach them about handling anxiety and time management,' he says, describing himself and his students as 'war mates'. Mr Lim, who took the English paper in 2023 and 2024, adds: 'The first time I took the O-level paper was an eye-opener. I thought, 'Most educators are war theorists.'' His right hand ached badly after the writing-heavy Paper 1 in the first English language exam he took, which features Situational Writing and Continuous Writing. Mr Ivan Lim took the English paper in 2023 and 2024. ST PHOTO: MARK CHEONG After decades out of school, he was asked to respond to a statement like 'All you need to succeed in life is a positive attitude'. Mr Lim realised then that the O levels are 'quite demanding in terms of students' maturity'. 'I doubt I was so introspective at 16,' he reflects. The grades a tuition teacher gets The three tutors' result certificates, seen by The Straits Times, are a sea of A grades, mostly A1s (75 per cent and higher), followed by A2s (70 to 74 per cent). Their grades dip, sometimes drastically, when they embark on what they call 'experiments' and 'challenges'. For instance, in 2020, Ms Ho decided to 'leave all the difficult questions blank', resulting in a C6 grade, which ranges from 50 to 54 per cent. 'It was like a wake-up call for the very weak students at the beginning of the following year,' she says. Mr Lin has tackled different self-imposed 'challenges' in the 10 years he has taken the exams, often in response to students' questions. In 2016, he took the English paper in addition to the two subjects he teaches, physics and chemistry. 'In science, we need to have a good command of English to express our answers well. English was my worst subject in school. I hope it can be a message to my students that as long as you're willing to continue to improve, you can still achieve,' says Mr Lin, who got an A2 that year for English. His worst English grade as a student was C6. Mr Linus Lin once took a combined social studies and history paper to see what it was like, since social studies did not exist as an O-level subject when he was young. ST PHOTO: MARK CHEONG In 2020, besides English, physics and chemistry, he took the biology O-level exam, a subject he had never studied in school, because his students often ask him if physics or biology is 'easier'. (He found the latter easier to score well in.) While he usually does not study for the exams since he teaches the subjects, he spent several days mugging for the biology paper, for which he got a B3. He once took a combined social studies and history paper to see what it was like, since social studies did not exist as an O-level subject when he was young. The O-level examination fees for private candidates differ according to subject and citizenship. For example, Singapore citizens pay $105 each for subjects such as English and chemistry, and $100 for a humanities subject like combined social studies and history. While Keynote Learning foots the bill for the subjects the tutors teach and take exams in, Mr Lin paid his own fees for subjects he does not teach, like English and humanities. Mr Lin, who has been mistaken for an invigilator during one of his papers, says: 'Every time I take the exams, I feel happy because it's like I am 16 again.'
