For many Chinese parents, researching a school does not begin with Google—or even with the school’s website.They may search on RedNote (Xiaohongshu), where families increasingly look for school information, personal experiences and comparisons. They…
Some of the strongest responses I have seen to China-facing school content have not come from videos about facilities, examination results or admissions. They have come when an educator offers a clear perspective on…
Over the past 18 months, I've realised that I was thinking too narrowly about what we were trying to build. When we first started building a Headmaster-led presence on Chinese social media, my objective…
After working closely with our partner schools on their Chinese social media presence, one thing became very clear to us: 💡 Trust is rarely built in visible moments. What often surprises us is how…
A common assumption we often encounter is that Chinese social media functions primarily as a promotional space. In practice, it operates much more like a research and validation environment especially on the RED. Families…
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…