Preparing to study abroad has been compared to running a marathon. Liu Nan, who is currently applying to universities, can't help but agree with this sentiment. He has been preparing for his acceptance letter for over two years. As an undergraduate history major from a non-prestigious university, Liu has a clear plan. On one hand, he hopes to enhance his academic qualifications through overseas education; on the other hand, he aims to switch tracks from history to business, a field with broader employment prospects. However, when turning plans into reality, he discovered the considerations were far more complex than imagined. Choosing a destination, required standardized tests—each decision demands careful weighing, prioritization, and dedicated effort.
Liu's extended preparation timeline is not unique. A report released on March 17, 2026, by New Oriental Education & Technology Group, titled "Report on the Development of Chinese Students Studying Abroad," indicates that nearly 50% of students begin preparations two years or more in advance. This significant lengthening of the preparation cycle epitomizes the shift of Chinese study abroad into an era of meticulous calculation. Driven by evolving perceptions of overseas education, changes in the educational environment, and a rational recalibration of the job market for returnees, a new landscape for studying abroad is gradually unfolding.
Applying to multiple countries acts as a form of insurance for students. Compared to Liu Nan, Wang Zixin's application process resembles a rigorous investment calculation. Every expense, from tuition and living costs to application fees, is carefully considered. She focuses not only on cost control but also on the return on investment, repeatedly weighing the suitability and employment potential of her chosen major. To mitigate risk, she simultaneously pursued job opportunities domestically during her applications, creating a dual strategy that offers flexibility. For her, studying abroad is about further education, but ultimately about securing a good job upon returning home.
This generation of students is pragmatic. Many calculate the specifics before deciding—how long will it take to recoup this educational investment after returning to the job market? Study abroad consultant Xin Qi recalls parents asking directly during consultations: "If my child attends this university, can they get a job at a specific company upon returning?" The New Oriental report also highlights this trend: studying abroad is increasingly career-oriented, with planning more closely aligned with future academic and employment needs.
The report further notes that returnees now tend to prefer jobs offering higher stability and certainty. Among recent graduates, the actual proportion entering civil service or public institution roles reached 15%, significantly higher than the 7% who initially planned for it, while the actual rates for entrepreneurship and flexible employment were lower than planned. Beyond securing employment, ensuring admission is another aspect of seeking stability. Today, more students opt for multi-country applications. The report shows over half of prospective students plan to apply to universities in 2-3 countries or regions, with the UK, Hong Kong (China), and the US being popular combinations.
Sun Tao, Vice President of New Oriental Education & Technology Group and Executive Vice President of the International Education Division, noted in an interview that while many students previously had strong preferences for specific countries or even individual universities, such cases have decreased noticeably. He stated that the multi-country application strategy effectively mitigates risks, improves application efficiency, and broadens options. However, Sun also emphasized that while current students are more calculated and stability-seeking, this pragmatism is not entirely new. He explained that past choices were also pragmatic, as a foreign degree once offered a competitive edge. With the popularization of overseas education, the rising comprehensive strength of domestic graduates, and intensified job competition, students now simply have more factors to consider, increasing the weight of cost-effectiveness.
Security and suitability have become top priorities. As the narrative of studying abroad shifts towards a carefully calculated life investment, previously solid value orientations are subtly changing. After much deliberation, Liu Nan ultimately decided on Hong Kong (China). "Business programs in Hong Kong align with my career plans, and the bilingual environment is more familiar and easier to adapt to," he said. He admitted that besides proximity and cultural similarities, the reduced uncertainty regarding international relations was a key factor in his decision, providing a sense of security and stability.
In recent years, influenced by global geopolitical tensions, increased uncertainty in the international order, and rising costs in traditional destinations like the US and UK, Hong Kong (China) has climbed the rankings among preferred destinations for Chinese students. The report indicates it has now surpassed the US to become the second most popular choice after the UK. Southeast Asian regions like Malaysia and Thailand have also become options for "studying nearby" due to geographical proximity, minimal time difference, and lower costs.
Meanwhile, as an important form of international higher education, Sino-foreign cooperative education provides opportunities for students to receive an international education at a lower cost. Data released during the 2026 "Two Sessions" showed that during the 14th Five-Year Plan period, China added over 540 Sino-foreign cooperative undergraduate programs and institutions, creating 350,000 new degree opportunities. "This reflects the continuous improvement of China's education level and significant progress in international integrated education," Sun Tao analyzed. He added that with increasingly diverse choices and more accessible resources, students are no longer solely captivated by the prestige of famous universities or the returnee status. The fundamental motivation for studying abroad is undergoing a profound transformation—from seeking access to foreign educational resources over two decades ago to now emphasizing personalized needs and the comprehensive enhancement of abilities.
Over twenty years ago, Chen Zhao, having studied German as an undergraduate, was eager to see the world and chose to study in Germany. But for his own child, his considerations are entirely different. "Seeing the world is no longer the core need," Chen said. He prefers his child to choose a liked and suitable major, experience a fulfilling study-abroad life, and achieve personal growth through cross-cultural exchanges. Families like Chen's, often termed "second-generation study-abroad families," are increasing. The report shows the proportion of students with parents who have overseas educational experience has risen significantly from 5.3% in 2015 to 25.1% in 2026. Parents' overseas study experiences are profoundly influencing their children's educational paths. "These parents possess rich information and experience, have a more rational understanding of studying abroad, and demand higher quality from study abroad services," Sun Tao said.
Changes on the demand side are driving supply-side reforms in the service industry. A primary concern is employment. Many returnees find job hunting difficult due to a lack of internship experience during their studies. Thus, finding internships and enhancing employability during the study period have become crucial parts of planning. Many service providers have keenly identified this need. For instance, New Oriental has extended its service chain beyond the initial focus on "admissibility, academic ability, and employability" to a one-stop system covering language training, diversified planning, application, academics, employment, and lifelong growth. This breaks the boundary of mere academic support, extending services to internship planning and career skill development during studies, helping students prepare adequately for the job market before graduation.
Additionally, New Oriental works on bridging the "last mile" of study abroad services by expanding cross-border life services like international logistics, financial services, and accommodation booking. In 2023, coinciding with the 10th anniversary of the Belt and Road Initiative, Eurasia saw new development opportunities. In fact, while maintaining its presence in mainstream destinations like the UK, US, and Australia, New Oriental integrated its small language training and Eurasian study abroad businesses as early as 2016, establishing New Oriental Euro-Asia Education to actively explore emerging markets in Eurasia. By setting up overseas branches, it achieves integrated domestic and international services.
"New Oriental aims to be a reassuring, convenient, and caring growth partner for students and parents," Sun Tao said. As its business expands, the company continually considers how to better support the healthy development of the study abroad industry. Leveraging over three decades in international education, New Oriental has been releasing data reports on the industry since 2015, accumulating over 80,000 valid survey samples. Sun Tao stated that the initial goal was to fill an industry gap and provide scientific reference using their vast user data. However, the driving force has now transformed into a profound sense of responsibility. Over twelve years, the report's content has continuously improved, moving beyond application guides to in-depth research on the entire study abroad lifecycle, sharing frontline insights and trend data with the industry.
In an era of increasing information transparency, this professionalism builds the confidence of service providers like New Oriental to adapt to industry changes. The report shows that 55% of applicants still choose to use agencies, valuing their full-process, standardized professional services, higher success rates, and lower trial-and-error costs. Sun Tao also observed that as planning cycles lengthen, more parents view the preparation process as an opportunity for their children to discover and unleash their potential. Consequently, New Oriental incorporates professional tools like personality and career aptitude tests into its services, creating growth profiles for students and providing scientific guidance at critical decision points for accompanied growth empowerment.
"We are not just providing study abroad services; we are cultivating international talents who keep pace with the times," Sun Tao expressed. With China's increasing openness and the growing "going global" needs of enterprises, the definition of an international talent is also evolving. "In the past, it emphasized proficiency in foreign languages, knowledge of international rules, and a global perspective. Today, international talents must not only help introduce the world to China but also bring China's high-quality concepts, products, and services to the world, achieving reverse export. This means they must have a deep understanding of Chinese culture, possess cross-cultural communication skills, and, more importantly, have the courage and internal drive for localized operations," Sun Tao said.
So how can students develop these abilities? One solution New Oriental is exploring is integrating industry and education within study abroad services: collaborating with Chinese companies expanding overseas and local enterprises to create internship bases. This helps students gain practical experience while cultivating talent for supporting Chinese companies' global布局. Furthermore, while "going out," New Oriental is also actively "bringing in" by establishing systems for international students coming to China, providing one-stop services for global youth, helping them understand China and tell China's story well through promoting mutual learning among civilizations.
Simultaneously, New Oriental recognizes that cultivating international talent in China now extends beyond traditional study abroad, evolving into a broader demand for talent quality enhancement. Its service scope is expanding across the entire lifecycle: launching the "Tulip Global Visiting Scholar Program" to meet the global learning needs of lifelong learners aged 35+, 45+, and 55+; creating the "New Oriental On-the-Job Master's and PhD" project to meet the academic advancement and career development needs of working professionals, offering more precise and suitable personalized plans.
"We look forward to creating broader development platforms for students through continuous efforts, helping society cultivate more outstanding international talents with global perspectives, professional competence, and cross-cultural communication skills," Sun Tao said. "These individuals can become both witnesses and participants in China's modernization and important forces promoting world peace and development. We will continue to resonate with national macro-strategies and work with industry peers to build a more efficient and friendly study abroad service ecosystem." (Note: Liu Nan, Wang Zixin, Xin Qi, and Chen Zhao are pseudonyms.)
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