Guo said many overseas study agencies for students majoring in the US and the UK were hit hard by the pandemic due to visa restrictions, but Kewo Education saw huge growth in demand for studies in Singapore.

In July last year, the Central Committee of the Communist Party of China and the State Council jointly issued Opinions on Further Reducing the Burden of Homework and Off-Campus Training for Compulsory Education Students, commonly known as the Double Reduction Plan. This top-level document aims to reduce the educational burden on Chinese school students, improve the quality of education in schools, and promote educational equality.

The term neijuan, which translates as "involution", has emerged as a reference to the fierce competition in the labor market and education system. The term is central to the debate over China's ultra-competitive culture.

Gao said, "Parents born after 1980 are more aware of the importance of international education and the urgent need to stand out amid fierce competition. They are looking to Singapore for their children to have a better chance of entering the world's top universities, and obtaining improved job opportunities."

Chinese students are now applying earlier for studies in Singapore because their parents want them to take courses with instruction in English at a younger age.

To meet increasing demands from parents of young children, Kewo Education introduced a series of preparatory courses for the Admissions Exercise for International Students, or AEIS, to China in 2014 for students hoping to study at Singapore's mainstream primary or secondary schools.

Over the past 13 years, more than 6,000 students have taken up Kewo Education's services and courses, and the company has helped 2,063 students pass the AEIS to enroll at government-run primary or middle schools.

"We're keen to relieve anxiety among Chinese parents who expect their children to work hard and receive a quality education in Singapore with our professional support through training courses and consultation services," Guo said.