International student recruitment campaign: experiences of selected flagship universities in China

Along with the significant improvement of Chinese universities’ visibility in the global higher education field, the Chinese government has been actively branding “Study in China” in recent years to market itself as a prevalent destination for international education. International enrolment has gained increasing importance and become a key component of the internationalisation discourse in China. Borrowing the theories of field and capital, this study aims to obtain a more nuanced understanding of China’s position as a leading host country for international students. Using a multiple-case study design, this study investigates the motivations for selected flagship universities in China to campaign to recruit international students, and in what way these are nested with the national priorities, as well as the key recruitment strategies and technologies they have employed. The findings help reveal the distinctiveness of the Chinese model of international student recruitment. A shift in priorities is also noted as well as controversies and tensions in respect to the employment of various recruitment strategies. The lessons of leading universities in China offer insights both for researchers and policymakers in many countries to rethink their strategies to increase their nations and universities’ presence in the global landscape.