Shanghai, January 2022 — HYP Global Intelligence, the market intelligence arm of HYP Global, today released its U.S. Higher Education Admission Marketing in China: 2021 Annual Report. The report draws on nearly two years of research by the HYP team — including surveys, interviews, and discussions with students, parents, study abroad counselors, and university representatives — to provide a comprehensive view of the Chinese admission marketing landscape and to help U.S. institutions strategize their recruitment efforts in China.
HYP Global Intelligence Releases "U.S. Higher Education Admission Marketing in China: 2021 Annual Report"
Shanghai, January 2022 — HYP Global Intelligence, the market intelligence arm of HYP Global, today released its U.S. Higher Education Admission Marketing in China: 2021 Annual Report. The report draws on nearly two years of research by the HYP team — including surveys, interviews, and discussions with students, parents, study abroad counselors, and university representatives — to provide a comprehensive view of the Chinese admission marketing landscape and to help U.S. institutions strategize their recruitment efforts in China.
Enrollment from China Remains Under Pressure, but China Stays the Top Source Country
According to the report, U.S. colleges and universities hosted 914,095 international students in the 2020/21 academic year, a 15% decrease from the previous year — the second consecutive year of negative growth. Undergraduate enrollment has declined for five consecutive years, dropping 34.1% in 2020/21 alone, while graduate enrollment saw an even steeper decline of 45.1%.
Despite the downturn, China remains the largest source country for international students in the U.S., accounting for 34.7% of the total, though down 14.8% year-over-year. Meanwhile, the United Kingdom is emerging as an increasingly popular alternative: the number of Chinese nationals enrolled in UK institutions grew 60% over five years to surpass 140,000 by 2019/20, and by 2021, 44% of Chinese students studying or planning to study abroad reported the UK as their preferred destination.
Survey Findings: Students Aren't Giving Up on Study Abroad — They're Diversifying
A dedicated survey conducted by HYP Global in December 2021 found that while respondents (primarily counselors advising on undergraduate and graduate applications) ranked COVID-19 as the top reason students are stepping back from the U.S., very few believe students are abandoning study abroad altogether. Instead, more students are applying to multiple countries and weighing options based on rankings and cost-effectiveness. The survey also identified the top factors students and parents consider when making enrollment decisions: overall university ranking, program/major ranking, brand recognition in China, city location, and tuition/scholarship.
U.S. Institutions Accelerate Their Presence in the Chinese Market
The report finds that more than 30 of the top 50 U.S. universities now have an office or campus presence in China, and over 150 institutions engage in Chinese admission marketing through partnerships or representative agencies. Common arrangements include enrollment commissions (either a flat fee or a percentage of tuition), marketing/representation packages, or a combination of both. The report also compiles detailed admission standards and commission structures for a wide range of institutions currently active in the Chinese market, offering a practical benchmark for the industry.
Outlook: Opportunity Amid Challenges
China remains the world's largest pipeline of higher education applicants — approximately 10.78 million students sat for the National College Entrance Examination (Gaokao) in 2021, more than 9 million students graduated from Chinese universities that year, and the Ministry of Education projected 10.76 million new graduates for 2022. At the same time, U.S. institutions commonly report three challenges in the Chinese market: insufficient applicant volume, mismatches between applicants and programs, and low conversion/enrollment rates. The report recommends institutions address these through stronger brand recognition, up-to-date Chinese-language information, and better-trained counselor networks.
About HYP Global Intelligence
HYP Global Intelligence is the market intelligence and research brand of HYP Global, dedicated to tracking trends in the international study abroad market and the state of U.S. institutions' international admission marketing, providing partner institutions and industry stakeholders with data-driven support and decision-making guidance.
Learn more at: www.hypglobal.com
Research & Editorial
Hongyang (Harry) Gong, CEO of HYP Global
April Hu, Product Manager of HYP Global
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