Top Strategy to Recruit of Chinese International students
China remains one of the largest source countries for international students. In 2025, 570,600 Chinese students left to study abroad, according to the Ministry of Education Study Abroad Service Center (source). The United States still hosts the most, with 265,919 Chinese students in 2024/25 (Open Doors). Australia had 189,282 in 2024 (Dept of Education), Japan 131,097 in May 2025 (JASSO) and Canada about 125,000 study permit holders in 2024 (IRCC). The UK granted 86,368 study visas to Chinese main applicants in the year to June 2026 (Home Office). Japan has grown fast since 2023, while Germany is 7% below its 2019/20 level (DAAD).
What Changed Between 2022 and 2026
The market shifted. US numbers fell again to 265,919 in 2024/25, down 4% on the year (source), driven partly by visa difficulties and partly by changing perceptions of safety and post-graduation employment. Meanwhile, Australia grew 14% in 2024 (source), and Japan went from 115,493 Chinese students in May 2023 to 131,097 in May 2025 (source, source). Diversification is the defining theme: more than half of intending students now plan to apply to two or three countries or regions at once (source).
How students find and evaluate universities also changed. Education fairs matter less. Chinese social media matters more. Xiaohongshu is now a standard step in university selection. That is the platform where students share campus visits, dorm reviews, and honest assessments of specific programs.
How Chinese Students Research Universities in 2026
- Xiaohongshu (RedNote): Campus life content, student day-in-the-life posts, honest reviews of specific programs
- Zhihu: In-depth Q&A threads comparing universities, visa processing experiences, employment outcomes after graduation
- Bilibili: University introduction videos, dorm tours, city guides for students moving abroad
- WeChat groups: Student community groups by country and city, used for both research and peer support
- Douyin: Short clips from current students showing campus life, local city experiences, and study tips
Chinese International Student Numbers by Destination (2025)
| Country | Chinese Students (latest official figure) | Source | Main draw |
|---|---|---|---|
| United States | 265,919 (2024/25) | Open Doors | Research universities, tech programs |
| United Kingdom | 86,368 study visas (year to June 2026) | Home Office | Business, law, finance |
| Australia | 189,282 (2024) | Dept of Education | Engineering, hospitality, agriculture |
| Canada | 125,445 permit holders (Sept 2024) | IRCC | Immigration pathways, business |
| Japan | 131,097 (May 2025) | JASSO | Proximity, cost, cultural interest |
| Germany | about 38,600 (winter 2024/25) | DAAD | Engineering, low tuition |
| France | No recent official figure by nationality found | n/a | Art, design, gastronomy |
How to Reach Chinese Prospective Students on Xiaohongshu (RedNote)
1. Create a verified school account. Chinese students look for official accounts on Xiaohongshu. An unverified page with sporadic posts loses to a school with a consistent content calendar and a blue checkmark.
2. Post student-generated content, not brochure content. The posts that perform best show real student life: meal plans, commutes, library study sessions, part-time jobs. Work with current Chinese students to create this content.
3. Answer the questions they are actually asking. Search “留学英国” (study in UK) or “留学加拿大” (study in Canada) on Xiaohongshu and read the top posts. Those are the questions your content should answer: visa timelines, job prospects, cost of living breakdowns.
4. Host Xiaohongshu live sessions with admissions staff. Live Q&A on Xiaohongshu, conducted in Mandarin by a staff member, is one of the most effective formats for converting interest into applications. Run them 2-3 months before application deadlines.
5. Build a review base on the platform. Ask current Chinese students to post their experiences. Reviews with photos, real names, and specific details outperform generic testimonials on every metric.
How to Reach Chinese Prospective Students on Douyin
6. Run a “day in the life at [university]” series. Douyin’s algorithm rewards consistent posting in a series format. One video per week showing campus life from a Chinese student’s perspective builds an audience quickly.
7. Partner with Chinese student KOLs at your institution. Students with 10,000-100,000 followers on Douyin who attend your university are among the best marketing assets you have. Set up a simple ambassador program and give them content direction.
8. Use Douyin for event promotion. Open days, application deadlines, scholarship announcements: these perform well as short Douyin clips targeted at 18-22 year-olds in China.
9. Target by interest, not just demographics. Douyin’s ad targeting lets you reach users who have shown interest in overseas education content. This beats generic age/location targeting for cost per application.
10. Show employment outcomes clearly. The top question Chinese parents ask: what job does this degree lead to? Content that answers this question with real alumni examples outperforms everything else for this audience.
Example Found on Chinese Web (Translated)
“I chose Manchester over Edinburgh based entirely on Xiaohongshu. There were more posts from Chinese students there, with more detail about the city, the cost of living, and what it is actually like to be a Chinese student in the north of England. The university’s official Xiaohongshu page helped too. It felt like they were actually talking to us.”
— Zhihu user, 2025 application cycle
FAQ
Which platform matters most for recruiting Chinese students?
Xiaohongshu is where decisions are made. Zhihu is where research deepens. WeChat is where relationships are maintained. You need all three, but Xiaohongshu is the best place to start.
Do Chinese students still rely on education agents?
Yes, but less than before. Agents still handle a significant share of applications, particularly for students from smaller cities. But digital research now happens independently, before and alongside working with an agent.
How important is Mandarin-language content?
Very important. A Chinese-language website, Mandarin-speaking admissions contacts, and Mandarin content on social platforms all increase conversion rates significantly. English-only outreach limits your audience to the most internationally confident students.
How early should we start marketing for the next intake?
Start 12-18 months ahead of the intake date. Chinese families begin research early and decide slowly. Being visible at the start of the research phase matters more than ad spend at the deadline.
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Does Your University Have a Digital Strategy for the Chinese Student Market?
Education fairs and agent networks are not enough on their own in 2026. Chinese students find universities on Xiaohongshu, Zhihu, and Douyin before they ever contact an admissions office. Chinese Tourist Agency builds digital recruitment strategies for international education institutions: account setup, content planning, KOL partnerships, and Mandarin-language campaigns. If you want to be visible where Chinese students actually look, talk to us.
Contact Chinese Tourist Agency
Pedro Wang is the founder of Chinese Tourists Agency, based in Shanghai. He spent ten years in the Chinese travel industry at CITS and Ctrip before opening the agency. More about Pedro and the team here.
Can I have the access to read the white book about strategies to recruit Chinese oversea students. Thank you so much!