The issue of education vouchers has been widely researched as they are seen by many people as an effective strategy for improving the quality of education services. Striving to enhance the quality of the kindergarten education service in Hong Kong, the government of the Hong Kong Special Administrative Region has committed a substantial sum of HK$2 billion per year to run the Pre-primary Education Voucher Scheme (PEVS) from 2007-2008. The PEVS aims to "Increase Investment, Enhance Quality" (Education Bureau, 2008b) in education services. But it is questionable whether offering a direct subsidy to kindergarten parents through the PEVS is an effective means to improve the professional quality of kindergarten services. This article discusses whether, given the peculiar Hong Kong context for such services, the PEVS indeed promises high-quality kindergarten education provision.