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We estimate how reputational pressure induced by autonomous private high schools (APHSs) affect the achievement of students attending private and public schools. Little is known regarding whether reputational pressure alone can improve student performance although most school choice programs can create both financial and reputational competitive pressure. In Seoul, because there is equalized funding across schools, APHSs create little financial pressure but may create reputational pressure as schools compete for quality students. We find a small and positive effect of APHS penetration on the Korean and English achievement of private school students as private schools have the autonomy to respond to the competitive pressure. We find no competitive effects for public schools, which have limited ability to respond.