Chinese students are one of Australia’s most valuable customer groups. They spend heavily across retail, food, services, entertainment and travel. This guide explains who they are, what they value and practical ways your business can reach them.

Table of Contents

Key Takeaways

  • Chinese students are Australia’s largest and most influential international student group
  • They have strong spending power across food, retail, services and entertainment
  • They rely on Chinese digital platforms for discovery and recommendations
  • Small businesses can win this segment with cultural understanding, digital visibility and excellent service

Chinese students are one of the most influential and high-value customer groups in Australia. They are large in number, spend more than the average international student and often shape the preferences and behaviours of their peers and families. For Australian small businesses, they represent a major opportunity for growth, loyalty and word of mouth.

This article explains why Chinese students matter and the practical steps any small business can take to attract and serve them well.

Why Chinese students matter to Australian small businesses

1. They are Australia’s largest international student group

Chinese students continue to be the biggest international student cohort in Australia. As of 2024, more than 170,000 Chinese students were enrolled in Australian education institutions, making up roughly 25% of all international students.

This makes them a significant population within city centres, university precincts and surrounding neighbourhoods where they live, eat, socialise and shop.

2. They have strong spending power

International students contribute billions to the Australian economy each year, and Chinese students consistently spend the most across retail, hospitality, travel and personal services.

Beyond tuition and rent, key areas of high discretionary spend include:

  • Food and dining, especially familiar Asian cuisines

  • Fashion, beauty and skincare

  • Health services

  • Travel and experiences

  • Homewares and electronics

  • Cafés, drinks and desserts

Chinese students also value convenience, quality and authenticity, meaning they often choose businesses that cater specifically to their needs and preferences.

3. They influence families and visiting relatives

Many Chinese students have parents or relatives who visit Australia for graduations, holidays or extended stays. These visitors often rely on their children for recommendations about restaurants, attractions, shops and services.

A positive experience with a student customer often leads to multiple additional customers from their network, both locally and internationally.

4. They rely heavily on Chinese digital platforms

To reach Chinese students, businesses need to understand where they spend their time online. The platforms they use most include:

  • WeChat for messaging, payments and official accounts

  • Xiaohongshu (Little Red Book/RedNote) for reviews, lifestyle content and recommendations

  • Douyin for short video entertainment and product discovery

  • Weibo for trends and social updates

Students trust content from their peers more than traditional advertising which makes these platforms essential for visibility.

How your business can attract and engage Chinese students

1. Be visible where they search and share

Create or update your presence on:

  • WeChat with a business profile, QR codes at your venue and posts about offers and products

  • Xiaohongshu with shareable photos, user reviews and tips

  • Google Maps and Instagram since students also use these for local discovery

Visibility across both Chinese and Western platforms gives you the best chance of being found.

2. Offer culturally familiar products or options

You don’t need to turn your business into a Chinese restaurant or Asian grocery, but small adjustments go a long way:

  • Add a few Asian-friendly menu options

  • Provide hot water on request

  • Use simple Chinese translations for signage, menus or service instructions

  • Include familiar ingredients or flavours into seasonal specials

These small touches create instant comfort and help your business feel welcoming.

3. Support mobile payments that they use every day

Many Chinese students prefer WeChat Pay or Alipay. If your business accepts these payment methods, promote it clearly with window stickers, counter signs and digital posts.

4. Provide excellent and consistent service

Chinese students value:

  • Friendly and patient interaction

  • Clear explanations

  • Reliable quality

  • Quick responses online

  • Clean, organised environments

A positive first impression often results in repeat visits, group referrals and strong online reviews.

5. Encourage user-generated content and reviews

Students love sharing discoveries, meals and experiences with friends on Xiaohongshu, Douyin and Instagram.

Make it easy for them by offering:

  • Attractive plating and presentation

  • Clean, photogenic spaces

  • QR codes linking to your social profiles

  • Occasional promotions for posts, check-ins or reviews

Word of mouth spreads rapidly within the student community and can transform your customer base.

Information from the following sites was used in this article:

Australian Department of Education