With Malaysia’s increasing appeal among international students from China, Malaysian higher education institutions have a strategic opportunity to expand their programmes, develop partnerships and strengthen their competitive positioning in the global education market.
But what are the main priorities for Chinese students when choosing a study destination, and how can this information help us understand why Malaysian institutions continue to be appealing?
Key findings for Chinese students looking to study abroad
In the QS report, ‘From China to the World’ we investigated the preferences and motivations of 14,138 students from China looking to study overseas.
- 60% of Chinese students prioritise a high graduate employment rate as one their most important measures when thinking about graduate outcomes.
- 62% of respondents said that safety was their biggest worry when considering studying in a different country, followed by the cost of living.
- 72% of Chinese students said they use WeChat for research when making study decisions. 42% use Weibo, and 41% use Instagram.
- 55% of students said environmental sustainability was very or extremely important to them.
Understanding the appeal of Malaysia for Chinese students
Affordability
Compared to popular destinations markets, Malaysia offers a high-quality education at a more affordable cost, appealing to families seeking a balance of quality and affordability. 56% of Chinese students looking to study in Southeast Asia cited that studying at an affordable university which offers scholarships and is located in a city with a lower cost of living is the most important factor (QS International Student Survey 2024).
Cultural proximity
Malaysia’s recognisable culture and its existing Chinese-speaking communities make it an attractive option for Chinese students who may find the cultural transition smoother. The QS International Student Survey 2024 also shows us that cultural issues are of concern to Chinese students – 44% of prospective Chinese students interested in Southeast Asia said culture and an appealing lifestyle is an important factor when choosing a country to study in. 54% of Chinese students also said that they would be more confident studying abroad if there were no language barriers.
These student perceptions highlight Malaysia’s advantage in offering a welcoming environment that resonates with the cultural and lifestyle expectations of Chinese students, thus enhancing their overall educational experience.
Where will Malaysia stand in the QS World University Rankings: Asia 2025?
Find out next week on November 6 when we launch our newest ranking.
Key takeaways
To effectively leverage the insights from this analysis, Malaysian institutions should prioritise a few strategic actions:
Targeted campaigns: Understanding that the Chinese market strongly engage with WeChat, Weibo and Instagram when researching universities, institutions can leverage these platforms with tailored messaging that highlights the cultural aspects and safety that Chinese students highly demand when studying in Southeast Asia – ensuring that the content also resonates culturally and linguistically with those prospective students.
Enhance graduate employment support: As identified earlier, 60% of Chinese students prioritise a high graduate employment rate as one their most important factors when thinking about graduate outcomes. Malaysian universities can cater to this need by developing robust career services and establishing strong industry connections to ensure high graduate employment rates.
Emphasising affordability and scholarship opportunities: When thinking about what factors concerns prospective Chinese students the most about studying in another country, cost of living was a critical factor for 60% (according to the QS International Student Survey 2024). Malaysian universities should embed messages to highlight the low cost of tuition, but also promote the return on investment students will receive after achieving a degree.
Promoting a diverse and inclusive culture: Malaysia’s diverse and inclusive environment is likely to appeal to prospective Chinese students, particularly when universities leverage platforms like Weibo. This aligns well with the presence of Chinese-speaking communities and should be emphasised in marketing and outreach efforts.
Improve research output: Investing in research facilities, supporting collaborative projects and encouraging faculty to publish high-impact journals can all help to increase the country’s research impact globally – thus increasing Malaysia’s reputation in international rankings, attracting more students interested in research opportunities.
Highlight sustainable initiatives: Since 55% of Chinese students consider sustainability to be ‘very’ or ‘extremely’ important, Malaysian universities have an opportunity to highlight their sustainable campus practices. This can include showcasing renewable energy initiatives, waste reduction programmes, and academic courses that emphasise ethical stewardship. Such efforts are likely to attract the 70% of Chinese students who evaluate a university’s environmental sustainability based on its research output and the 64% who value collaborations with local communities on sustainable and social justice initiatives (QS International Student Survey 2024).