To cope with growing uncertainties, many universities are in the process of reviewing their international student recruitment strategy. In the next few weeks we want to share some insights we have developed from major markets in Asia. We believe ample opportunities exist as long as we reframe our assumptions and experiment with new models.
1. China’s Continued Global Relevance
Estimated New Student Enrollment in 2026-27
(you won’t see this data from Open Doors until late 2027)
- Undergraduates Students: 19,000
- Graduate Students: 60,000
2. Observations from the Field
Challenges
- There has been a 10% decrease in enrollment in recent years.
- The U.S. is now no longer the #1 destination for Chinese families and students.
- Due to China’s weakened real estate market,fewer families can afford the high tuition of many U.S. universities.
- The role of ranking is becoming more important for college selection.
- Top students prefer to attend elite Chinese universities.
Opportunities
- There is a growing emphasis on holistic, student-centered education that prioritizes critical thinking, creativity, and global exposure.
- Despite declining birthrates since 2018, the college-bound population remains at its peak(13+ million) until 2036.
- Institutions still have strong interests in articulation and student-exchange programs, and have significant budgets to support.
- 100+ cities with populations more than a million represent huge market potential.
- There is a growing upper and middle class population (500+ million) who have a strong desire for global learning and exposure.
3. Comprehensive Agent Management
Managing agents in China involves far more than signing a commission agreement. The activities of the New Mind China team over a six-month period illustrate the depth of ongoing engagement required. China’s social media ecosystem differs significantly from the rest of the world; for example, email is rarely used to communicate with families and students, and approximately 95% of events and promotional materials are conducted in Chinese.
4. Unlock the Potential of Partner Programs
Partnering with Chinese universities requires engagement beyond university administrators and academic departments. Regional and central government agencies play a significant role in shaping these relationships. As a result, strong government affairs and business development expertise is critical to building effective, long-term partnerships. Sustainable collaborations depend on the alignment of all key stakeholders.
5. Redesign Non-Degree Programs
Non-degree offerings allow students to experience institutions with lower financial and academic risk, while giving us early access to motivated candidates. Rethinking the funding and educational models of the following programs could provide significant increases towards your global reputation and degree-seeking enrollment.
- Visiting Scholar Programs
- Faculty-Led, Outbound Student Exchange Programs
- Self-Funded Visiting Student Programs