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.

Gavin 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.

Gavin Newton-TanzerJanuary 15, 2025RedNote, china marketing, china social media, international recruitment, digital marketingComment

China Case Study: WPI’s Multi-Platform Digital Strategy

In today's competitive global education market, building meaningful connections with Chinese students and stakeholders is essential for universities. Worcester Polytechnic Institute (WPI) partnered with Sunrise to implement a comprehensive digital marketing strategy and to improve its presence in China. This case study highlights how WPI utilized a multi-platform approach, including website development, WeChat account management, video campaigns on Bilibili and Xiaohongshu, as well as advanced China SEO, to strengthen its relationships with Chinese students and families.

Digital Platform Spotlight: Bilibili

Bilibili (哔哩哔哩), often referred to as "China's YouTube," has rapidly evolved from an anime-centric platform to one of China’s leading video-sharing communities. Founded in 2009, Bilibili now caters to a diverse array of interests, including gaming, education, and lifestyle content. As of the second quarter of 2024, Bilibili boasts over 102 million daily active users (DAUs) and 336 million monthly active users (MAUs), with the average user spending around 99 minutes per day on the platform—an impressive metric that underscores its user engagement.

Gavin Newton-TanzerNovember 15, 2024digital marketing, international recruitment, china digital marketingComment

2024 Undergraduate Tour: 18 Schools, 6 Cities, Countless Connections

Sunrise Tours embarked on an exceptional recruitment tour across China in April, providing international recruiters with valuable insights into the latest developments in the country's education landscape. Visiting 6 captivating cities and 22 international schools over two weeks, the tour facilitated meaningful connections with prospective students and equipped recruiters with up-to-date knowledge of emerging admissions trends.

What Does a 2024 Trump Win Mean for International Student Recruitment in China?

With Donald Trump’s 2024 election win, emotions and tensions across the US are running high. A Trump win will prompt concern among US international admissions offices about the attractiveness of the US as a study destination, particularly for Chinese students. Should these concerns cause panic among international admissions offices about a sudden drop-off in Chinese students? We don’t think so. Here’s why…

Gavin Newton-TanzerNovember 6, 2024Comment

How Tulane Business School Boosted Its International Recruitment in China with Sunrise's Digital Strategy

In today’s competitive landscape, universities are increasingly seeking innovative strategies to enhance their international recruitment efforts, particularly in key markets like China. Due to China's unique internet ecosystem, leveraging local platforms is essential for effective outreach. Tulane University’s Freeman School of Business partnered with Sunrise to develop a targeted digital marketing strategy to attract Chinese students. This case study examines the multi-platform campaign and highlights how Sunrise's tailored approach delivered measurable results.

Gavin Newton-TanzerOctober 17, 2024China recruitment, china digital marketingComment

Digital Platform Spotlight: XiaoHongShu

As one of the fastest-growing social commerce apps, XiaoHongShu has become essential for any university’s China recruitment strategy.

XiaoHongShu, commonly referred to as "Little Red Book", serves as a digital lifestyle community for young people. Since its launch in 2013, XiaoHongShu has experienced significant growth, with a user base of over 260 million monthly active users.

Gavin Newton-TanzerOctober 7, 2024Comment

Best Practices for Digital Campaigns in China: Insights from Sunrise Partners

At Sunrise, our mission is to offer actionable insights that help you successfully navigate the dynamic Chinese market. Leveraging our experience and success stories from leading universities, we present the best practices for enhancing your digital campaigns in China. Discover how to connect more effectively with Chinese students and optimize your strategy for memorable outcomes.

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