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• Creating a China-first digital ecosystem

  Western websites and social media platforms have issues with accessibility, performance and loading speed in China, so ENZ has had to create bespoke digital technology to share the New Zealand education story with Chinese students.

  ENZ carried out focus groups with Chinese international students to gather insights while designing the website to ensure it met the needs of a Chinese audience.

  Its new website has a China domain name (.cn), has been search engine-optimised and is tracked with Baidu analytics (China’s equivalent of Google).

  The site has also been integrated with ENZ’s database marketing system, enabling ENZ to follow up leads and capture marketing data. Having a .cn domain name enables ENZ to run a marketing campaign to boost its search rankings in Baidu.

  The site works strategically with ENZ’s account on WeChat, China’s most popular social media app with more than one billion users.

  ENZ has had an account on WeChat since 2014, and now has more than 53,000 followers.

  In October last year, ENZ brought My StudyNZ to WeChat. My StudyNZ provides personalised study matches for international students exploring study in New Zealand.

  Three-quarters of people using My StudyNZ on WeChat browse their study matches for almost two minutes, which is a good level of engagement.

  Students using My StudyNZ in China are more likely to fund their own studies than students globally (76% compared to 33%) and more likely to have tuition budgets of more than $30,000 (30% compared to 15%). Ten percent are interested in studying at a school, compared to 3% of students globally, which illustrates the high value of this market.

  ENZ’s International Social Engagement Specialist, Nicole Baird, said ENZ has a frequent calendar of social media posts to engage with its WeChat audience.

  “We are also increasing our capabilities to segment our WeChat audience to direct content specific to each follower’s needs,” Nicole said.

  ENZ’s Digital Programme Manager, Lucia Alarcon, said ENZ’s bigger and more robust ecosystem offers useful insights to help inform its marketing strategy.

  “We are able to strengthen and increase our data capabilities and gain insights to inform our marketing decisions.”

  Visit the China site here. Read more about My StudyNZ on WeChat here, or take a look at it by searching for its official Chinese name on WeChat (新西兰留学规划) or by scanning this QR code:

  

• New Zealand education fair caps off busy season of engagement in Thailand

  The New Zealand Education Fair 2025 at Samyan Mitrtown Hall attracted over 2,500 registrations and welcomed 1,763 visitors –   a 20% increase from the previous year.  

  

  New Zealand Ambassador to Thailand HE Jonathan Kings (pictured second from left) alongside Thai alumni of New Zealand (from L to R) Dr. Arisarawan Tanasinsiri, Dr Teerawan Vanadurongwan and Jirayut Srupsrisopa.

  The event gave Thai prospective students and their families a chance to meet with providers from across New Zealand’s secondary, tertiary, and English language sectors. Attendees also heard directly from New Zealand Ambassador to Thailand, Jonathan Kings, along with three accomplished Thai alumni of New Zealand institutions. 

  

  Prospective students and their parents exploring New Zealand’s education offerings.

  

  Attendees of one of the five simulated New Zealand classroom sessions.

  The fair featured five simulated classrooms, offering hands-on experiences of New Zealand’s innovative, student-centred teaching style.  

  

  Awardee of the lucky draw air ticket campaign (pictured centre) alongside (from L to R) ENZ Market Manager Chor Pramoolpol, ENZ Regional Director Ben Burrowes, Kanchana Jangjaroen, Account Manager from Air New Zealand and ENZ Programme Manager Jaruwan Pongjaruwat.

  A popular initiative at the fair was the “Apply Now, Fly Free” campaign, where 39 New Zealand institutions collectively offered an air fare scholarship to students applying at the fair. A wide range of scholarships and study opportunities were also showcased. 

  Further activity in Chonburi, Bangkok, Chachoengsao and Chiang Mai 

  To build on the momentum of the fair, ENZ organised a roadshow to more than 15 schools across Chonburi, Bangkok, Chachoengsao, and Chiang Mai, engaging directly with students, parents, and school counsellors. 

  The agent seminar, held alongside the fair, brought together more than 100 education agents who received a market update from ENZ and other New Zealand government agencies on New Zealand’s education policies and programmes and networked with participating New Zealand providers. 

  Beyond Bangkok, New Zealand institutions extended their reach through agent-led mini fairs in Chiang Mai and Chonburi on 31 August, hosted by education agencies A&T New Zealand Centre and Infogroup Education, respectively. These events helped connect Thai regional audiences with New Zealand education opportunities. 

  Strategic partnerships between New Zealand and Thailand were also strengthened during the fair week, with a Memorandum of Understanding signed between Assumption College and seven New Zealand secondary schools. 

  ENZ Programme Manager for Thailand, Jaruwan Pongjaruwat, said the energy and enthusiasm from prospective students and their parents across the events was heartening.  

  “This year’s fair and roadshow was a powerful demonstration of the growing interest in New Zealand education among Thai students and their families,” she said. 

  “We’re proud to work alongside our New Zealand provider partners and Thai agents to create meaningful pathways for students. These events are not just about recruitment — they’re about building long-term relationships and trust,” Jaruwan added. 

  Post-fair engagements continued in Chiang Mai, where ENZ held sessions with school counsellors and directors to explore collaboration opportunities. A dedicated agent function in early September further reinforced the important role that Thai education agents play in supporting student recruitment. 

  ENZ then joined a school roadshow in Udon Thani and Khon Kaen, promoting New Zealand education alongside a school cluster from Auckland and Nelson. The team visited three schools, engaging over 400 students with presentations on New Zealand’s secondary education system, and hosted a seminar in Khon Kaen for prospective students and their families. 

• Ask New Anything: The campaign in China

  Ask New Anything, ENZ’s latest global, digital campaign, was launched worldwide in early October and a week later in China – after national holiday Golden Week. In China, the campaign leveraged ENZ’s strategic platforms with the help of our digital partner UMS. 

  So far, nearly 37 million Chinese have engaged with the campaign and ENZ’s following on WeChat has almost doubled as a result.

  To celebrate the success of Ask New Anything in China, we’ve broken down four of our key platforms and explained why they are important when it comes to having a presence in this part of the world.

  1. Zhihu

  ENZ is the first international education agency in the world to have an official account on Zhihu. This puts ENZ in the company of other well-known international brands such as Audi and Airbnb.

  Zhihu is the latest platform to be added to ENZ’s Chinese social portfolio. Like Quora and Reddit, Zhihu is known in China as a space for Q&As, making it a great fit for the Ask New Anything campaign.

  Visit our Zhihu account to watch a campaign video developed especially for this platform.

  2.WeChat

  It was a natural choice to promote Ask New Anything on WeChat.

  ENZ is one of the first education agencies in the world to utilise a premium format of WeChat Interactive Ads, and has engaged with 24 million users in our target groups since Ask New Anything began.

  WeChat is a mobile app that does almost everything in China. It currently has over one billion active monthly users worldwide and is growing. In China, our audiences use WeChat to connect with brands, with each other, to shop, to order taxis, the list goes on.

  ENZ has had an account on WeChat since 2014, and currently has more than 58,500 followers – including prospective Chinese students and their parents. Almost half of these began following the channel in 2019 as a result of a more targeted approach to our campaigns. Through this channel, users can explore what interests them most about studying in New Zealand.

  3. WeChat mini-programme: My StudyNZ

  ENZ added My StudyNZ to our WeChat portfolio in October 2018. This is a bespoke application developed for the platform.

  The mini-programme delivers the same course-matching experience as our global My StudyNZ platform to Chinese audiences, via WeChat.

  • Read more about My StudyNZ on WeChat
  • To visit My StudyNZ on WeChat, scan the QR code below from your WeChat account:

  

  4. .cn website

  Earlier this year, ENZ launched a China version of the student-facing Study in New Zealand website with a China domain (.cn).

  This new website overcame issues with accessibility, performance and loading speed in China, and is optimised for Baidu (China’s largest search engine).

  

  • Visit the China website at studyinnewzealand.cn
    
  • Read more about the China website

  5. Weibo and YouKu

  The Ask New Anything campaign also has a presence on Weibo, which remains one of China’s largest social media platforms, and on YouKu, the China equivalent of YouTube.

• Advertising opportunity in Japan

  The publication is the only of its kind supported by the New Zealand Embassy in Tokyo and Education New Zealand. It distributes 20,000 copies to Japanese schools, universities and education organisations as well as education fairs and seminars.  

   

  “After the Rugby World Cup in 2019, New Zealand has had an increased presence and visibility in Japan. This is a great opportunity to leverage off the New Zealand country profile to promote your institution and region,” says ENZ Senior Market Development Manager – Japan, Misa Kitaoka. 

   

  “This guidebook is a great opportunity for regional bodies and individual providers to promote their offering. Furthermore, because destination marketing is a key part of education promotion in Japan, Kbunsha is offering a separate advertising rate for regional groups.” 

   

  To advertise, bookings must be made by 13 March 2020.  

   

  For further details on the guidebook and pricing for regional groups, download the proposal here. 

   

  Individual providers can download the proposal here. 

• Registrations open: NZ Vocational Education and Training Research Forum

  The NZ Vocational Education and Training Research Forum (NZVETRF) is a multi-sector opportunity for discussing ‘what works’ in vocational education. In 2020, the forum will be delivered fully online, including international keynotes, and a curated programme of breakout sessions, along with interest based ‘hangouts’ and expert sessions.

  The new partnership with Skills International extends the reach of the forum to an international network, to learn from and contribute to global developments in VET to support the COVID-19 recovery efforts.

  CEO of The Skills Organisation, Garry Fissenden, says vocational education and training will be a critical component of the response to the employment, economic, and social shocks caused by COVID-19 around the world. He says:

  “With New Zealand’s vocational education sector embarking on a major reform, now more than ever is a time to come together to share evidence and capability of how vocational education and training can support skills and productivity, and wider wellbeing.”

  For more details, head to the NZVETRF website.

• From the CE: Rebuilding and reshaping our sector

  The Recovery Plan for International Education, released in late July, is a plan to support the rebuild, recovery and reset of the international education sector with an eye on the future. It’s made up of three concurrent workstreams to stabilise, strengthen and transform international education.

  Since its release, Education New Zealand, with other government agencies, has been carrying out a short, focused engagement on the plan with our peak bodies and providers.

  So far, we’ve met with representatives from groups, including schools, some PTEs, parts of the university sector, ITPs and English language sectors, as well as the New Zealand International Students’ Association and EdTech NZ. And further meetings are scheduled.

  We have heard from you on a variety of topics. Naturally, the most common concern is around student re-entry. Other topics focused on encouraging cross-sector collaboration and hearing student voices as we rebuild our sector. We also know that each part of the sector has its own unique challenges and needs.

  These conversations are only the beginning of our engagement with you. There will be many more opportunities to discuss and collaborate as part of the strengthening and transforming workstreams of the Plan, and on the Government’s vision for international education.

  Next, the Ministry of Education and ENZ will co-host deep-dive workshops with sub-sectors on both the Recovery Plan and issues particular to them.

  You can read more on the overall Recovery Plan on ENZ’s website: Recovery Plan for International Education. This page will continue to be updated as our work develops.

  Here at ENZ, we have realigned our activities and resources to implement the Recovery Plan. We have launched our new business plan for 2020/2021, called Building a New Future. 

  There are major areas for us to focus on, including the retention of as many students already in New Zealand as possible, early re-entry of students, renewing and reshaping future options (such as different modes of delivery and student decision-making), and creating deeper understanding of the benefits of international education, both in New Zealand and globally. 

  I’d like to reinforce that throughout this change, the goals of New Zealand’s International Education Strategy – an excellent education and student experience, sustainable growth, and global citizens – remain our beacon on the hill.

  Finally, I’d like to thank you for meeting with us over what continues to be an incredibly difficult time. We value your honest feedback and look forward to continuing to work with you to rebuild and reshape international education,

  Ehara taku toa I te toa takitahi, engari he toa takitini

  My strength is not that of a single warrior but that of many.

  Ngā mihi,

  Grant McPherson

  Chief Executive Education New Zealand Manapou ki te Ao

   

• Alumni events in China build ties with NZ

  More than 100 past, current and future students, as well as representatives from China’s Ministry of Education and six other key government agencies, attended an event in Beijing on 8 July 2022, organised by Education New Zealand Manapou ki te Ao.  

  Two former international students played a major role in the success of this event.  

  Chinese author Ma Boyong gave a keynote speech. Ma Boyong was a student at Waikato University, and today he is a well-known novelist, columnist and blogger, whose work has been adapted into successful TV drama series. His achievements have been recognised with the People's Literature Prize, one of China's most prestigious honours.  He told guests how his New Zealand study inspired his creativity, his desire to be a writer, and led to love – he met his wife in New Zealand! 

  Reggie Li, who trained at the New Zealand School of Travel and Tourism and later worked extensively at top restaurants and hotels in New Zealand as a chef, is the New Zealand Embassy’s executive chef.  Reggie gave salmon cooking demonstrations to the assembled guests. The demo was interactive and put a spotlight on searing/cooking salmon with a blowtorch.  The salmon was then enjoyed by the guests.  New Zealand-imported Aoraki salmon is often served at embassy events as it has a strong reputation in China, promotes sustainability and is, of course, loved by Chinese. 

  In Guangzhou on 10 July 2022, a similar number of guests gathered to celebrate the 50th anniversary of the establishment of diplomatic relations between New Zealand and China, and the festival of Matariki, the Māori New Year.   

  Organised by ENZ with support from other government agencies (Ministry of Foreign Affairs and Trade, New Zealand Trade and Enterprise, and Tourism New Zealand), the 2022 NZ Guangzhou Community Mid-Year Event brought together close to 100 agents, past, present and future students and New Zealand expats. The event included a screening of the award-winning film Whale Rider. 

  “Events like this help us maintain relationships with our alumni students, connect new students with alumni, and strengthen people’s connections with New Zealand,” says Miranda Herbert, ENZ’s Director based in China. 

  “It is also very rewarding to showcase the benefits of a New Zealand education and hear about its impact on the lives and careers of former students.” 

  Interested in other upcoming events with Greater China?  

  The 2022 New Zealand – China Early Childhood Education Symposium will be held on 23 September and New Zealand-based participants can register here to join virtually.  

  In October New Zealand will have a national pavilion at the China Education Expo 2022. For more information on these events, please refer to the ENZ Events Page. 

• Education Minister addresses first World Vocational and Technical Education Development Conference

  The conference was jointly organised by Ministry of Education of the People’s Republic of China, the Chinese National Commission for UNESCO and the Tianjin Municipal People’s Government.

  An audience comprising representatives from government departments, international organisations, trade associations, businesses, research groups and vocational education providers joined the hybrid event to discuss moving forward in the post pandemic era.  Topics covered included digital empowerment, green technology, industry/education integration, skill development and poverty reduction, promotion of equity and lifelong learning.

  

  The Minister outlined New Zealand’s recent experience of vocational education reform, highlighting the importance of integrated provider and work-based training, with learners and employers at the centre of the reform process. COVID-19 had continued to cause disruption around the world, but this also provided opportunities for change as countries plan for recovery, he said.

  The Minister’s involvement in the conference highlighted the 50th anniversary of bilateral diplomatic relations between the two countries this year, as well as the long standing and deep collaboration between New Zealand and China in vocational education.

• Inviting feedback on the Capability Toolkit project

  More than 36 pages of tips, guidelines, tools, case studies and scenarios have been developed for the online resource, and ISANA NZ is seeking your feedback. 

  Material is grouped around key themes that include wraparound tailored support, intercultural competence in education contexts, and student experience information for agents and offshore partners. The toolkit will be published early in 2023.  

  “This is all about delivering an excellent student experience,” says Chris Beard, ISANA’s Executive Director. 

  “The toolkit will promote evidence-based practice that supports innovation, nimbleness and risk mitigation, and aligns with the Education (Pastoral Care of Tertiary and International Learners) Code of Practice 2021, which came into effect this year.”  

  To browse selected draft pages and provide feedback, go to the ISANA NZ website, and select ‘Toolkit’. To share your reflections, ideas and suggestions, please email content@isana.nz  with the header 'Capability Toolkit feedback'. 

  You may also be interested in the following video presentation about the new toolkit, which was delivered for NZIEC KI TUA 2022: KT004 Student Experience Chris Beard Friederike Tegge - YouTube.  

  The next in-person presentation about the toolkit will be held at Victoria University of Wellington-Te Herenga Waka on 2 December, 10.30 – 12pm, AM106 (Alan MacDiarmid). Please contact chris.beard@isana.nz to register your interest.  

• Join ENZ’s virtual Latin America regional update

  The session – set to take place on Wednesday 5 April at 9 am NZT – is an opportunity for those who are both new to the sector, or wanting to re-establish links in the region, to hear updates from our LatAm team.  

  As the New Zealand international education sector rebuilds, Latin America provides New Zealand institutions with an opportunity for diversification. New Zealand has well-established links in the region, with many strong connections in the fields of education, academic research, government, business, and agriculture.  

  Following the re-opening of borders in 2022, New Zealand has recently welcomed high school student groups on exchange from Brazil and Colombia. In turn, New Zealand students have travelled to Latin America as part of the Prime Minister’s Scholarships for Latin America, participating in study tours and exchanges in Chile, Brazil, Colombia, and Mexico.  

  To learn more about the Latin America region, be sure to register for the session on this link 

  For more information about international education in the LatAm region, contact latinamerica@enz.govt.nz.