Over the past year, I’ve been working closely with Dr. Michael Gray, Head of Hereford Cathedral School, to share the school’s values and culture with Chinese families through Xiaohongshu — a platform many parents now use as their primary source of information about UK education.
Last week the account passed 3,000 followers, and some posts have reached over 10,000 views, with strong engagement. What has been most encouraging is seeing how thoughtful, sincere school stories resonate so strongly with parents who may otherwise feel distant from UK education.
This project has reminded me that effective cross-cultural communication is not simply about translating information — it’s about understanding how families perceive schools, what they are curious about, and what helps them build trust.
If any UK schools are exploring China-facing communication or would like to understand how Chinese parents engage with content, I’m always happy to share insights.