Insights

China’s social media landscape is unique, and for many international universities it can be difficult to know where to begin. Success isn’t simply about opening accounts on different platforms. It starts with understanding how Chinese students discover information, research their options and engage with universities online. Recently, UMS was invited […]

Chinese visitors spent an estimated NZ$1.7 billion in New Zealand in 2025 — our single largest inbound market by value, and the highest-spending, at around NZ$3,200 per trip. But behind those numbers sits an uncomfortable reality for most tourism operators: the traveller generating that spend often can’t find you, can’t […]

For many overseas universities, China has long been understood as a major source market for international students. The traditional logic was familiar: Chinese families valued overseas education, international degrees carried prestige, and studying abroad was seen as a pathway to stronger career and

The Video Platform Where Search, Trust, and Long-Form Content Come Together. YouTube is one of the most established platforms in the Western digital ecosystem. Owned by Google, it brings together video hosting, search, entertainment, learning, creator communities, and advertising. For brands, YouTube offers a different type of value from faster-moving […]

A Short-Video Platform Shaped by Culture, Creativity, and Commerce. TikTok has become a key short-form video platform in the Western social media landscape. As the international counterpart to Douyin, it is built around algorithmic discovery, creator culture, entertainment-led content, and increasingly, social commerce. For brands, TikTok offers a way to reach audiences […]

A Visual Platform for Discovery, Storytelling, and Social Commerce. Instagram has developed from a photo-sharing app into a visual-led platform for discovery, creator content, messaging, and shopping. For brands, it can serve as both a storytelling channel and a consideration touchpoint, helping audiences explore products, follow trends, and build familiarity with a […]

Employability and affordability are becoming more central in decision-making, with students and families placing greater emphasis on outcomes, career pathways, and overall value.

Traditional destinations remain important, while Asia-Pacific options are gaining greater consideration as students compare value, experience, and future pathways more carefully.

Outbound demand remains more concentrated among higher-income families, with increasing attention on value, affordability, and long-term outcomes shaping how study decisions are made.

Chinese student demand is recovering, while decision-making is becoming more considered. Students are taking more time to compare options and place greater emphasis on overall value and outcomes.