Around the malls with their smiling doormen are corporate business headquarters, call centres and high-rise apartment blocks for the newly affluent middle classes.

Head for the historic city centre, where clubs and bars cater for the city's newly affluent.

The group hopes to cash in on booming demand for health-care services across the region driven by rapidly rising popula-tions and a growing number of newly affluent consumers.

This began to change as a result of the age's drive towards commodification: new manuals instructed the newly affluent middle classes in less exalted riding practices.

In addition, urban expansion drove up land prices and local officials confiscated land in order to build factories and housing for the newly affluent.