Shifts in U.S. ties
Political tensions and safety concerns are making Chinese students rethink studying in the U.S. Universities should strengthen partnerships with Chinese institutions and use platforms like WeChat and Rednote to highlight their welcoming and safe environments. Short-term study options may grow in popularity as students test the waters before committing to full degrees.
Rednote’s growing influence
As TikTok faces restrictions and Instagram becomes too ad-heavy, Rednote (formerly Little Red Book) is gaining traction with its focus on authentic, user-generated content. Over 80 U.S. and UK universities are already on the platform. Those who adopt it early will gain momentum in the Chinese student market.

Career-driven education
High study costs mean students expect strong career outcomes. Universities should highlight alumni success and focus on in-demand fields such as AI, data science, cybersecurity, and green tech. Industry links, internships, and job certifications will be key to attracting applicants.
Family influence in study choices
With over 80% of Chinese students relying on family funding, parental opinions carry significant weight. Universities should tailor messaging to students and their families, emphasising safety, support, and strong graduate outcomes. Targeting parents through culturally relevant platforms and content ensures that universities build trust and credibility, influencing decision-making and increasing enrolment success.
Expanding recruitment in emerging markets
Economic growth is creating a rising middle class in regions like East Asia, Southeast Asia, South Asia, and Latin America which means universities are increasingly looking beyond China as a source for international recruitment.
To attract these students, institutions must adapt their strategies—expanding outreach, offering scholarships, and strengthening local engagement through region-specific marketing. Digital adaptation is also key, with mobile-friendly websites, short-form video content, and localised social media platforms like Line, Kakao, and Zalo playing a crucial role in connecting with prospective students. Universities can build a more sustainable and globally competitive student base by diversifying their international recruitment and embracing digital-first engagement.
The rise of “glocal” content
Direct translations don’t work. Tailoring messaging to fit local cultures while maintaining a global brand is the best way to engage potential students. Effective strategies include incorporating local traditions, addressing parental concerns, and even testing different marketing styles for engagement.
International education and digital marketing are changing rapidly. Universities that embrace new platforms, focus on career-driven education and expand into emerging markets will be best positioned for success.
Want an agency that turns these challenges into opportunities? Get in touch today. kim.mclellan@hunterlodge.co.uk