China has been a closed society for so long and the people have not had access to foreigners or foreign media. Our 28 year old tour guide of Beijing had never heard of Elvis Presley! The discrimination is to be expected, especially as white people are used as marketing tools. The school owners don't want to improve society, but to make money. All YOU can do is speak up when you see it and have discussions with as many people as possible. Form an International Club and have speakers and activities. You will find that very useful.