Asian universities are becoming tourism and recruitment destinations as more Chinese families consider regional options over Western study, National University of Singapore observers and UNESCO data show. Campuses in Singapore, Hong Kong, South Korea and Malaysia report surging visits and increases in inbound Chinese enrollment since 2018. The shift reflects geopolitics and changing preferences, with families bringing younger children to campus tours and treating visits as aspirational rituals. Admissions and international offices should adapt recruitment and hospitality strategies as competition for Chinese students diversifies across Asia.