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.

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…

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.

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.