In the media
Académie de Bernadac has been featured since 2015 by the South China Morning Post, France 24, The Business Times, China Daily and more than forty other media in Asia and Europe. Journalists can reach the house for interviews and commentary on luxury service, team training, Chinese luxury clients, and AI in training.
For journalists
Working on a story about luxury service?
Guillaume Rué de Bernadac and our trainers comment on the subjects we work on every day.
- Luxury service and the client experience in boutiques, hotels and restaurants
- Training retail, hospitality and F&B teams, and making it last
- Chinese luxury clients, at home and abroad
- AI and training: what AI role play changes for sales teams
Official description
About Académie de Bernadac, in one paragraph
Free to quote as it is.
Académie de Bernadac (法国卓尔礼仪) is a French luxury service training house founded in Shanghai in 2014. It trains the retail, hospitality and F&B teams of luxury maisons and hotels worldwide, and develops AdB-AI, an AI coaching platform for luxury sales and service teams, available in 8 languages. Its heritage dates back to 1926 and the de Bernadac family’s teaching at the Royal Court of Morocco.
法国卓尔礼仪（Académie de Bernadac）是一家法国奢侈品服务培训机构，2014年创立于上海，为全球奢侈品牌与高端酒店的零售、酒店及餐饮团队提供培训，并研发了面向奢侈品销售与服务团队的AI教练平台AdB-AI，支持8种语言。其传承可追溯至1926年 de Bernadac 家族在摩洛哥王室宫廷的礼仪教学。
Featured in
Featured in
Press coverage
Selected articles since 2015
International press (English)
- South China Morning PostWhy rich Chinese millennial women are turning to etiquette schools
- CGTN AmericaChinese parents hope to give children a ‘leg up’ with etiquette classes
- The Business Times, SingaporeChildren of Chinese elite toe a red line to ‘perfection’
- South China Morning PostFor children of Chinese elite, balancing the books is all about etiquette and manners
- France 24Children of Chinese elite walk red line to ‘perfection’
- Gulf NewsChinese elite’s children walk to ‘perfection’
- Malay MailChildren of Chinese elite walk red line to ‘perfection’
- The Nation ThailandChildren of Chinese elite walk red line to ‘perfection’
- The Luxury Conversation5 Questions With: Guillaume Rué de Bernadac, founder of Académie de Bernadac
- My Modern DarcyA gentle conversation with Guillaume Rué de Bernadac
- South China Morning PostMeet China’s favourite etiquette coach, darling of socialites and the super rich
- China DailyEtiquette class teaches attendees how to adapt overseas
- The Star, MalaysiaFrench professional continues family tradition of etiquette knowledge
- Malaysia News TodayFrench professional imparts etiquette knowledge in China
- Global TimesEtiquette schools begin to flourish in Shanghai
- Time Out ShanghaiWhy are wealthy Chinese learning Western etiquette?
Chinese-language press
- Xinmin Evening News · 新民晚报上海滩上“洋掌柜”｜法国小伙把“法式优雅”带到上海
- UDN Global · 轉角國際教中國人禮節的「歐式貴族」商機
- South People Weekly · 南方人物周刊新中产家庭的教育课
- Sina Travel · 新浪旅游天津瑞吉金融街酒店皇室礼仪课程回顾
- Apex Manual · 大中天下法国贵族礼仪：结识生活中更加美好的事物
French-language press and video
- Video (Facebook)Bonnes manières en Chine
- Video (Facebook)Chine : monsieur bonnes manières
- Dernières Nouvelles d’AlsaceL’étiquette made in France
- Paris Match BelgiqueÀ Shanghai, le « savoir-vivre français » inculqué aux enfants de l’élite
- L’ExpressÀ Shanghai, le « savoir-vivre français » inculqué aux enfants de l’élite
- L’ObsÀ Shanghai, le « savoir-vivre français » inculqué aux enfants de l’élite
- La Presse, CanadaShanghai : le savoir-vivre français inculqué aux enfants de l’élite
- RTL BelgiqueÀ Shanghai, le « savoir-vivre français » inculqué aux enfants de l’élite
- La République des PyrénéesÀ Shanghai, le « savoir-vivre français » inculqué aux enfants de l’élite
Asia and Europe, other languages
- VietNamNet, VietnamCận cảnh lớp học để trở thành “giới thượng lưu” ở Thượng Hải
- Contextus, HungaryBelépés a felső osztályba: Kína elitje szerint az etikettóra a kulcs
- Týden, Czech RepublicDěti z řad bohaté smetánky se učí vybranému chování
- Dream, IndonesiaDemi Gengsi, Anak Orang Kaya Les Tata Krama
- VnExpress, VietnamCậu ấm, cô chiêu Trung Quốc chi hàng trăm đô học lễ nghi phương Tây
- VTC News, VietnamGiới siêu giàu Trung Quốc ‘bạo chi’ để con em ‘Tây hóa’
- Đời sống & Pháp luật, VietnamNhững lớp học quý tộc gây “sốt” tại Trung Quốc
- CafeBiz, VietnamGiới siêu giàu Trung Quốc bạo chi để con em ‘Tây hóa’
- Tuổi Trẻ, VietnamCon nhà giàu Trung Quốc rèn giũa làm ‘quý tộc’
- Giáo dục & Thời đại, VietnamBí ẩn trong lớp học làm quý tộc của giới thượng lưu Trung Quốc
- CafeF, VietnamBí ẩn ít biết trong lớp học làm quý tộc của giới thượng lưu Trung Quốc
Podcasts and business community
- Daxue Consulting · China Paradigm podcastRoyal etiquette for affluent Chinese: interview with Guillaume Rué de Bernadac
- Audencia Business SchoolAcadémie de Bernadac wins the Investors’ Club Pitch Day
- French Chamber of Commerce in China (CCIFC)Investors’ Club Pitch Day, 8th edition: the winner
Articles and videos