Beijing is obsessed with the Olympic Games. It's everywhere - on television, local radio and on every street corner. Almost every broadcast or billboard advert has an Olympic flavour.
The games have not only become a huge commercial boon, but mainland officials have also pounced on the event to step up civil campaigns in their provinces.
Television viewers are not only bombarded with commercials highlighting the games' corporate sponsors and products, but they are also fed numerous public service advertisements.
The mainland's food hygiene association has launched one reminding citizens of the importance of health and food hygiene. They are reminded of correct table manners as well as how to use serving chopsticks properly.
The Olympics, it seems, are not only about newfound global status, but a major test for the country on how to manage social behaviour in the run-up to and during the games.
'A new Beijing, a new Olympics' is one of the slogans for the games that has become a full-fledged national event, where the sports portion is only one part.
To top it all, the central government has established a Central Civilisation Commission to oversee the arduous task of raising civic-mindedness across the nation. The commission's membership comprises heavyweight agencies including the Central Commission for Discipline Inspection, the Organisation Department, and the Central Propaganda Department, the National Development and Reform Commission and various ministries including railway, public security, health and construction.
