Meet Alistair Warwick-Nelson, China’s Only British Etiquette Expert

Alistair Warwick-Nelson is the founder of European Etiquette Academy (EEA), China’s sole and one of Asia’s only nobility and etiquette centres. His experience of refined dining etiquette skills, good citizenship, noble lifestyle development, and how to behave appropriately was honed from the corridors of international wealth and influence.

Founded in 2014, the Scotsman identified a niche opportunity in China to compliment Chinese peoples’ personal brand aspirations of being culturally adept, and businesses and brands that wanted to promote themselves as global players in the elite luxury segment.

Commenting on the similarities of European class and traditional Chinese culture, Alistair joins The Beat Asia to tell his story of operating the European Etiquette Academy in the region to educate the importance of British-style etiquette. 

What prompted you to create European Etiquette Academy?

The concept was founded in London back in 2014, and the main headquarters remains there. As I reside mainly in Beijing, I created a branch here to better serve the Asia market segment.

My ‘ah-ha moment’ came from attending events and meeting cosmopolitan and influential people. Some aspired to send [their] children to study abroad, buying property, or even emigrating, all involving some exposure to ‘Westernized’ cultural norms and nuances. As curious people with a desire to be seen as equal, they wanted to master the skills to achieve this and assert themselves internationally.

The Chinese people that I met loved cities like London and Paris, travelling to Big Ben, Buckingham Palace, Chantilly, Versailles, and the Louvre, but were only comfortable eating in Chinatown. I sensed an opportunity to educate and lead people by the hand to dine in confidence, whether it be a Michelin-starred restaurant or Black Pearl-ranked venue.

We wanted to teach Chinese people how to be comfortably dining formally, ordering wine, understanding high-class taste, and learning nobility. My approach was pragmatic and my target market was broad. Anybody can be polite, self-confident, and elegant, regardless of wealth. It is a personal mindset.

With my background and expertise as a butler, I can give people insight into the aristocratic British and European noble lifestyle. When European Etiquette Academy began, I wanted people to grow appreciation for savior faire.

The key message is, and always has been, “Anybody can be polite, self-confident, and elegant, regardless of wealth. It is merely a personal mindset.” This is our defining mantra.

Why do you think it is important to teach nobility to your students in China?

Nobility is a mindset of how you position yourself. I always say to my students, we might not necessarily identify and recognize people who are well-mannered, but I can guarantee you will recognize the people who are badly mannered.

China’s 5000-year-long history is rich, dating back to the country’s relationship with Confucianism. Confucius was a great teacher of self-improvement and self-development, foundations ingrained in Chinese culture.

There is already a close relationship between European and Chinese etiquette. At EEA, we unearth these noble values from within Chinese culture to teach etiquette and manners.

What makes British culture and class so important for the Academy to educate your Chinese clients?

With respect to the U.K., politeness, manners, gentlemanliness, and respect are ingrained values within our culture. I see my role as pivotal in providing Chinese people with appreciation for esteemed codes and social skills concerning nobility.

There are many crossovers between British and Chinese culture. The Europeans enjoyed Chinese cultural products in the 16th century. Brits imported tea from Fujian in the 1800s and began their tea drinking tradition. Chinese travellers to the U.K. are enamoured by the tradition of afternoon tea.

I want to enable my Chinese clients to soak up the class of Britain to become more open to absorb cultures and better integrate when travelling and working abroad.

Why do Chinese and Hong Kong corporate offices, companies and unicorns come to you for your noble and etiquette services?

In terms of the corporate agenda, if you look at my client base, it has become diverse as time goes by. We assist with marketing and training for five-star hotels and service and hospitality teams in China, alongside Chinese conglomerates, such as BOC, Douyin, Xiaohongshu, and Weibo, by introducing events to promote unique elements of British culture.

If you look at our client base at EEA, it becomes more diverse as time goes by. We engage with butler training for international five-star hotel brands, guest service teams in a range of industries from travel to private wealth management, British government departments, to private aviation. And the list goes on!

I work with schools like Merchiston International School in Shenzhen, Nord Anglia, and Wellington College Group to ingrain respect into the teaching programmes.

Collaborations with world-class hotels, such as Éclat Hotels, IHG, Shangri-La, J Hotel Shanghai Tower, The Sukhothai, and New World Group, have seen the European Etiquette Academy integrate butler service into hotel operations and enhance client facing service. I am obsessive about workplace and national culture. It permeates through every thread and vein of the hotel, and customers see that.

Maya Angelou once said, "People will forget what you said and do, but never forget how you make them well.

What is the future of European Etiquette Academy, with China and Asia roaring back to life?

Currently, I am working with three hotels in mainland China to propose programmes. I am busy pitching Hong Kong hotels and schools to provide my services. Also, I am waiting for confirmation to appear on a national Chinese TV show – how exciting!

For the European Etiquette Academy, the future is bright. We are again moving in new directions, a new journey which fills me with excitement. Let’s see what the next chapter brings!

Contact Alistair at European Etiquette Academy if you are interested in receiving more information about their traditional etiquette tutoring!