Why They Choose, Why They Leave: What Chinese Families Really Want from International Schools
Schools in China invest heavily in marketing and recruitment, yet many families quietly leave after repeatedly asking for something the school doesn’t provide. Drawing on 13 years of guiding Chinese families, holding hands of Chinese parents and students going from Grade 1 all the way to university, Zhubei, co-founder of Venture Education, shares what parents really weigh up when choosing a school, and what pushes them to change schools or even countries. She’ll unpack how parent thinking is shifting: doubts about the value of a US degree, the growing pull of Hong Kong and Singapore, and what good education means in the age of AI. You’ll leave with a clearer picture of what families’ value, how to win them over and practical ideas for retaining the ones you’ve worked so hard to win.
Zhubei
About Zhubei
Zhubei is the co-founder of Venture Education, bringing nearly 20 years of experience in international education, student development, and educational consultancy.
Since 2013, she has worked closely with international schools and families, supporting students through international educational pathways from as early as Grade 1 through to university. Her long-term relationships with students and parents provide valuable insights into how families make school choices, what shapes their expectations, and what influences their decisions.
Zhubei is also an education columnist for The Economic Observer and a frequent speaker on international education, parental decision-making, and the future of education in the age of AI.
