Short videos have become one of the most effective ways for universities to engage with prospective students—especially in China, where traditional email campaigns are increasingly losing their influence among the younger generation. Instead, today’s Chinese students are spending hours daily watching bite-sized video content on mobile-first platforms like Douyin (China’s TikTok), RedNote (Xiaohongshu), and Bilibili.

On April 15, Sunrise hosted a webinar focused on effective recruitment strategies for Chinese students in higher education. The session featured three seasoned admissions professionals—Pierce Golden from Suffolk University, Bayu Sutrisno from Pace University, and Rafael Alvarado from Kansas State University—who shared insights and lessons from their recent recruitment trips to China.

This April, the Sunrise 2025 Spring Undergraduate Tour brought together global universities and China’s rising student talent across a 14-day journey through six cities and 19 schools. From Hangzhou to Chongqing, Ningbo to Lanzhou, the tour spotlighted regional education hubs that are fast becoming essential to any successful China recruitment strategy.

As more Chinese students and families turn to digital channels to research overseas education options, Iowa State University (ISU) recognized the need to deepen its engagement within this critical market. Partnering with Sunrise, ISU set out to refine its online presence through customized platform strategies, localized content, and culturally resonant campaigns that speak directly to Chinese families. This case study explores how ISU leveraged website localization, social media optimization, and multi-channel campaigns to connect with prospective students and parents across China, achieving measurable growth in visibility and engagement.