In 2026, ground game will matter most for recruitment in China. China remains a core source of self-funding undergrads and grads. Demand for overseas study is resilient, pulled by higher-quality programs abroad and pushed by a tough job market and a stressful domestic university system. After the pandemic and policy swings in the Big Four Anglophone destinations, students now compare more options and expect face-to-face engagement for clarity and reassurance.
Read MoreIn a world where geopolitics and student preferences are constantly shifting, Chinese families are undergoing a “diversification shift” in their study abroad choices. A 2023 survey found that students in 69% of Chinese high schools apply to universities in multiple countries. Chinese enrollments in the “Big Four” study destinations grew by 1.6% in the past year, while applications to less traditional destinations have accelerated. New Zealand recorded 17% growth in Chinese enrollments in 2024…
Read MoreChina’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.
Read MoreWhile 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.
Read MoreShort 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.
Read MoreOn 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.
Read MoreThis 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.
Read MoreThe 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.
Read MoreBilibili (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.
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