A significant transformation is underway in China’s overseas education landscape as families increasingly prioritize cost-effectiveness alongside academic quality when selecting international study destinations. According to the latest annual report from Beijing-based EIC Education, financial considerations have substantially gained importance in study abroad decisions while maintaining the persistent emphasis on educational excellence.
For the fifth consecutive year, educational quality remains the paramount consideration for Chinese families. However, the strategic weighting of ‘study costs’ has notably ascended to sixth position in 2025, climbing from eighth place in both 2022 and 2023. Simultaneously, ‘economic strength’ as a selection criterion has advanced to eighth place, reflecting heightened financial awareness in international education planning.
This evolving value-for-money approach is redirecting attention toward destinations offering stable policies and reduced overall expenses. European and Asian countries are experiencing growing popularity as financially accessible alternatives to traditional Anglo-American destinations. Germany and France have emerged as prominent examples, attracting Chinese students through reputable public universities—many providing tuition-free education or minimal registration fees—coupled with an expanding portfolio of English-taught programs.
Statistical evidence confirms this trend: over 38,000 Chinese students enrolled in German institutions during the 2023-24 academic year, while France hosted more than 27,000 Chinese students in the same period.
Malaysia has demonstrated particularly remarkable growth, with Chinese applicant numbers surging nearly fourfold between 2020 and 2024 to reach 33,216. This appeal largely stems from branch campuses of elite global universities such as the University of Nottingham, where students can obtain identical qualifications at approximately one-third of the cost required in the institution’s home country.
Concurrent with this financial pragmatism is an intensified focus on employment prospects. Data indicates growing preference for science, technology, engineering, and mathematics (STEM) fields, alongside interdisciplinary studies aligned with evolving job market requirements. EIC’s service data from 2022-2025 reveals consistent annual increases in science and engineering applications. While business and economics majors continue to represent the largest application share, their proportion has steadily declined over this four-year period.
Post-graduation plans have similarly evolved, with returning to China becoming the predominant choice. This trend is propelled by favorable employment conditions and supportive talent recruitment policies implemented across major Chinese cities.
The report incorporates firsthand accounts illustrating these patterns. Feng Mingqiu, 25, recently completed a postgraduate program at the University of Malaya, selecting Malaysia primarily for financial considerations. Her total tuition ranging from 60,000 to 70,000 yuan ($8,504-$9,922) represented substantial savings compared to equivalent programs in Hong Kong or the United Kingdom. Additionally, she noted the advantages of English instruction, minimal time difference, and geographical proximity facilitating smoother adaptation.
Similarly, Yuan Ye, a 24-year-old veteran currently studying at the University of Science and Technology Beijing, plans to pursue postgraduate studies in Singapore citing its shorter program duration (1-1.5 years versus China’s three-year programs), institutional reputation, cultural familiarity, and proximity. He explicitly excluded the United States due to visa complications for veterans, safety concerns, and prohibitive costs estimating approximately 1 million yuan for a two-year master’s program.