Many UK schools still assume that the decision journey begins with an enquiry, an agent, or a school fair.
In our experience, for many Chinese families, the process starts much earlier — and much more quietly.
Long before contacting a school, families spend time researching, observing and comparing. They look for context, everyday reality and reassurance, often through Chinese social platforms rather than official school websites. By the time an enquiry is made, much of the perception and trust has already been formed.