Chinese students often tell us that culture is a key factor in deciding where to study abroad, but what exactly does this mean, and how does it affect the UK? To answer these questions, the British Council conducted a large-scale research project over the past 18 months, based on a survey of 5,000 respondents, analysis of 9 million social media posts and focus groups with prospective students.

Our findings show that substantial cultural dividends support UK education institutions’ engagement in China. The UK ranked among the three most popular foreign cultures in our survey, with particularly strong draw for respondents interested in literature, history and tradition. Moreover, our analysis of social media posts showed that the UK attracted the most positive comments of the countries covered in the study. When our survey respondents asked about the UK’s strengths, science & technology and education topped the list.

Yet challenges to the UK reputation also emerged in the research. Though our survey results and social media analysis showed recognition of the UK’s strength in science and innovation, other Western countries are often seen as stronger. The image of ‘history and tradition’ that draws some students may be interpreted as outmoded by others.

Our results also show a striking generational shift in cultural preferences; whereas older respondents tended to prefer Western countries, younger respondents showed greater affinity for neighbouring Asian countries. This is part of a broader trend of integration among Asia’s developed economies and the gradual dissolution of historical tensions that have impeded intraregional exchanges.

Thus while our research answers many questions, it raises a much broader and more difficult one: What is the UK’s place and role in an increasingly developed, capable and confident China?  While this is complicated question whose answer will unfold over decades, we hope that this research is a starting point in preparing our institutions for change in one of the world’s largest and most dynamic education markets.

You can download an executive summary or the full report below.