Case Study: Pace University Short Video Strategies

China’s international education market is changing quickly. Families are no longer looking only at rankings, they want programs with clear career value and strong return on investment. A recent 2025 Global Student Recruitment Report by Keystone found that 45% of students prioritize “programs,” 35% focus on “universities,” and only 20% put “destination country” first. Research from the Western Returned Scholars Association and the Center for China and Globalization (CCG) also shows that more Chinese students are choosing fields like STEM, AI, and environmental technology.

Case StudyGavin Newton-TanzerSeptember 18, 2025digital marketing, international recruitment, china localization, China recruitmentComment

Interesting Things in China: Youth & Pop Culture Icons

In China, pop culture has long moved beyond simple entertainment. It reflects the values, social outlook, and technology habits of the younger generation. For universities, understanding these cultural shifts matters because they influence how Chinese students engage with information, choose communities to belong to, and ultimately evaluate study abroad opportunities. Knowing what captures students’ attention in daily life can give admissions teams valuable context for communication, marketing, and building trust with families.

At a glance, here are some of the most noteworthy trends to watch…

InsightGavin Newton-TanzerAugust 27, 2025china social media, international educationComment

Effective Real-Time Wechat Messaging for China Recruitment and Yield

While visibility on platforms like RedNote (Xiaohongshu), Douyin, and Bilibili helps universities attract Chinese students' attention, awareness alone doesn't drive enrollment. Universities must nurture inquiries into applications and applications into enrollments—a process that requires responsive, proactive engagement on local messaging platforms, particularly WeChat.

Effective Short Video Strategies for China Recruitment

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.

Webinar Highlights: Effective China Recruitment Travel

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.

2025 Spring Undergraduate Tour: 6 Cities, 19 Schools, One Unifying Goal

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.

China Case Study: Iowa State University’s Localized Outreach 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.

Case StudyGavin Newton-TanzerApril 10, 2025china digital marketing, china localization, WeChat, china SEO, bilibiliComment

Unveiling Sunrise's Trends in Chinese International Education 2025 White Paper

Sunrise’s Trends in Chinese International Education 2025 White Paper is now available. This White Paper aims to review key trends in the Chinese education landscape in 2024 and offer predictions and recommendations for 2025. Sunrise International is a global marketing firm that supports overseas education institutions and companies in engaging with the Chinese market through local digital campaigns, social media engagement, and recruitment tours in China’s bustling tier 2-3 cities. Our team is pleased to share our analysis of China’s rapidly evolving international education industry as it affects global higher education mobility.

White PaperGavin Newton-TanzerFebruary 13, 2025Comment

Amid a Looming TikTok Ban, Is Rednote the Next Tiktok?

The Chinese social media app RedNote, also known as Little Red Book or Xiaohongshu, was the #1 most downloaded iOS app on Monday. With the US ban of TikTok looming, many US TikTok users are looking for alternatives, global interest in RedNote has surged. This trend begs the question: Can RedNote become the next TikTok? And if it did, what would that mean for university recruiters and communicators? Will RedNote open a new avenue for recruiting students? We think that RedNote will continue to attract “TikTok refugees” in the short term, and it’s certainly worth using if your university actively recruits in China already. There is uncertainty as to whether it can step up to fill TikTok’s shoes as a platform for ads and organic engagement targeting US students, but it’s certainly worth watching.

INSIGHT