Summary
New Zealand has launched a new education brand, 'Minds Made For More', at the 2026 China International Education Exhibition. The brand's core proposition is 'growing minds that are ready for change', aimed at helping students stay grounded in a constantly changing world. David Downs, chief executive of Education New Zealand, said the country's education goal is to cultivate 'future-ready' talent with strong skills, curiosity, adaptability and a readiness to keep learning throughout their careers.
The philosophy encompasses five core values: curiosity, connection, future focus, fearlessness and composure. This year's New Zealand delegation comprises eight universities and several institutions offering foundation, applied higher education, creative and vocational programmes, with ten institutions exhibiting in total. Tourism New Zealand is also exhibiting alongside.
Ron Xavier, education counsellor at the New Zealand Embassy in China and director of Education New Zealand Greater China, said the full presentation of the new global brand at this year's exhibition aims to give Chinese students and parents a more direct understanding of the learning experience in New Zealand. Xavier said China-New Zealand education cooperation has extended to student and teacher exchanges, joint training, research exchanges and joint programmes, with the next stage focused on making existing cooperation deeper, higher in quality and more sustainable.
Commentary
Education New Zealand's new 'Minds Made For More' brand responds precisely to deeper demand in the Chinese market for the essence of education. The China International Education Exhibition has long been an arena where countries compete for students, and the collective presence of New Zealand's eight universities and several vocational institutions underscores its continued emphasis on the Chinese market. Notably, the brand's core emphasis on 'minds ready for change' rather than mere skills training is consistent with New Zealand's long-standing pragmatic tradition in education—its applied programmes are designed with deep employer involvement, and graduate employment rates have long ranked among the world's best.
For local small and medium-sized enterprises, the indirect impact of this development should not be overlooked: China-New Zealand education cooperation has already extended to joint training and research exchanges, which may in future generate more flows of skilled talent and in turn affect supply chain collaboration between the two countries in areas such as agricultural technology and the creative industries. On another front, Tourism New Zealand's concurrent presence, bundling study tours with the education brand, suggests that education exports are forming synergies with tourism and cultural experiences. If this 'education plus tourism' model succeeds, it could drive incremental demand for New Zealand's local services sector—such as homestays and short-course support—offering new service entry points for SMEs.
From a competitive standpoint, Australia, Canada and other countries are also strengthening 'soft skills' narratives. Whether New Zealand's brand upgrade can win on differentiation depends on its ability to translate unique elements such as Māori culture and safety and inclusiveness into tangible learning experiences.
Keywords: New Zealand education, China International Education Exhibition, Minds Made For More, education brand, David Downs, Ron Xavier, China-New Zealand education cooperation, five core values, applied education, foundation education
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Source: Sina Finance
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