Fumihito MATSUMOTO

Abstract: International branch campuses are playing an increasingly important role as many more students are unable or unwilling to travel too far abroad. With host countries like Malaysia developing themselves as major international education destination in its own right, the appeal for international education in Malaysia has been on the rise since the end of the pandemic. Kuala Lumpur for instance has risen 11 places in QS Best Student Cities in just one year from 23rd in 2025 to 12th in 2026. International branch campuses in a rising popular study destination like Malaysia are able to leverage their offerings for domestic, regional and inter-regional student recruitment. Discover how the recruiting ecosystem including agents and branch campuses are re-valuating their brand position and strategy development to meet shifting student appetite. Learning objectives: - Discover challenges and successes of positioning a foreign brand in a host country - Gain insight on current student decision making and expected outcomes per source market - Explore use cases of inter-regional recruitment strategies by providers with multi-location delivery Target audience: This session will benefit those in student recruitment