Context

At a time when political relations are in flux, the people-to-people relationship, in which education play a central role, provides a crucial space for dialogue and exchange.

The maturity of the connections between the two countries – including 750,000 Chinese alumni of UK universities, the breadth and depth of education and research partnerships, and the longstanding footprint in China of many of the UK’s larger cultural institutions – helps explain why educational links were so resilient through the pandemic, despite the near total lack of face-to-face contact for three years.

Approximately 150,000 Chinese students are currently studying in the UK’s higher education system, with a further 80,000 studying for UK degree programs inside China.

Policy Shifts and Domestic Focus

Over the past few years, China has intensified its efforts to improve domestic higher education. The government’s “levelling up” initiative aims to enhance local universities, coupled with declining purchasing power, local provisions are becoming more appealing alternatives to studying abroad. This shift means we need to be more strategic in highlighting the unique benefits of the UK educational experience, that can’t be replicated domestically.

The Ranking Obsession

A significant trend we’ve observed is the increasing emphasis on university rankings, heavily influenced by social media. Chinese students and their families are fixated on high-ranking institutions, often overlooking other valuable aspects of education. This trend poses challenges, especially for universities outside the QS100, which must now compete with both top-tier local and international institutions​.

However, are rankings everything? While it’s undeniable that rankings play a crucial role, there’s more to the story. Employability, partnership building, alumni success, and the quality of student life are also critical factors UK universities need to showcase their strengths beyond rankings to attract students – but how do we cut through the noise and build real influence?

Over the past years, China has intensified its efforts to improve domestic higher education

Youth unemployment in China and its implications

High graduate unemployment is driven by supply – not just a lack of demand. Following a major expansion, the number of graduates from Chinese undergraduate programs (including both university and higher vocational programmes) each year is now significantly higher than the number of children born – 10.47 million graduates in 2023, vs only 9.02 million births.

We expect high youth employment rates to drive more demand for overseas study, but Chinese students and parents are scrutinising value more carefully than in the past. Return on investment in the form of improved employability is becoming more relevant – so too is the affordability of study destination.

Graduate Route and Alumni Engagement

Employability remains a top concern for Chinese students. With the job market in China becoming increasingly competitive, students seek education that promises better career prospects.

Related to this, the number of Chinese citizens receiving Graduate Route visas (to work in the UK for up to two years after graduating) has been growing strongly (+38% YoY increase in 2023), albeit from a low base (take-up remains proportionately much lower than for other major sending countries).

With the job market in China becoming increasingly competitive, students seek education that promises better career prospects

Nevertheless, the Graduate Route is increasingly relevant for Chinese students and needs to be incorporated into communications to agents, parents, and students. High youth unemployment also means that the UK’s efforts to support alumni with their careers after they graduate is more important than ever.

Join the Conversation

We will delve deeper into these themes at our upcoming session during the BUILA 2024 Annual Conference from the 9-11 July, featuring insights from Leina, director of education at the British Council China, myself as chair of the BUILA China Regional Interest Group, and Anney An, chair of the British Universities China Association. This is our chance to share fresh perspectives and experiences navigating these challenges.

Please also feel free to get in touch with us prior the session with your questions or comments so we can bring the relevant insight to the discussion.

Additional writing from Leina Shi, Director of Education at the British Council China.