Now concentrate, students, and chew that (Wrigley) gum

Singapore may have banned chewing gum, but China has embraced it. Fourteen cities across the mainland are launching a 'concentration awareness campaign' this year, funded by Wrigley. Since 2005, the US company has been conducting what it claims to be cutting-edge science to prove the health benefits of gum-chewing. Chief among these is that it helps people focus. Wrigley is also promoting its concentration quotient (CQ) test, developed jointly with Sun Yat-sen University, which is part of its no doubt purely humanitarian campaign to help mainland youth focus on their studies.

The company's claims appear to be backed by a new study by prominent Beijing Normal University psychology professor Zhang Houcan. 'Those who chew gum are more prone to concentrate, ignore distractions and fulfil their duties,' she said in a press release put out by her university.

Wrigley's representatives in China said many Chinese parents today complained about their children's inability to concentrate and that Chinese had much to gain from greater awareness of gum-chewing benefits. The Wrigley Science Institute has found chewing gum reduces stress; manages weight; increases focus, alertness and concentration; and improves oral health.

Wrigley is the dominant gum seller in China. Surprise!