Guess What? Joshua Suhendra

In a country where cuteness is king, Joshua Suhendra is the reigning monarch.

The impish six-year-old hosts TV programs, plays the title role in Anak Ajaib (Amazing Child) and endorses a host of products, including a computer printer and multivitamin, for each of which he earns the tidy sum of Rp 100 million (US$11,000) plus royalties.

But are the powers behind his throne a couple of stage parents?

"We are not exploiting Joshua," said Jeppy Suhendra, who also acts as his son's manager. "I'm the one who knows him best of all. I know when he needs to sleep or when he is hungry. What is important is that he is happy."

Joshua's mother, Lisa, believes his career will stand him in good stead for the future.

"We are not tycoons. Today, even university graduates cannot find jobs and you need connections to get ahead in this country. Connections come with a famous name," she said at the family's home in Cibubur, West Java.

Joshua already understands his responsibilities as a performer, she added.

"He had a cough and he wanted to eat some prawn crackers. I said he could choose between eating the crackers, and making his voice worse, or singing. And he knew which choice was best." (Bruce Emond)