Chinese students to be recruited to boost business links between China, Britain

LONDON - Chinese students studying in Britain are to be recruited by a government agency to help British companies break into Chinese markets.

Exports agency UK Trade and Investment (UKTI) on Tuesday launched an ambitious Great Ambassadors China scheme under which Chinese-speaking students will liaise with companies in Britain, helping them understand the Chinese language, culture and how business operates in China.

UKTI selected China as its target market because of the 70,000 Chinese students currently studying in Britain who make up the largest demographic of overseas students. Additionally, the growing Chinese market is also expected to become the biggest among all other emerging markets for trade and investments.

UKTI officials predict China will invest 1.25 trillion US dollars overseas over the coming 10 years.

The University of Sheffield in northern England has been chosen as the host institution for the pilot project because it boasts the largest Chinese student population in Britain as well as one of the country's largest and most established East Asian studies departments.

The university's deputy vice chancellor Paul White said: "I am delighted that the University of Sheffield has been chosen to be the host institution for the Great Ambassadors China pilot project and am looking forward to watching the scheme grow."

White said the project would provide both a wide range of long- term career benefits for students as well as leave a lasting impact on the businesses involved.

"This scheme gives our Chinese-speaking students the unique opportunity to acquire valuable employable skills with innovative companies who are looking to develop and expand their trade links with China," said White.

Government trade and investment minister Lord Livingston said: "China offers great opportunities for UK companies of all sizes, with growing demand for brand Britain. Chinese-speaking students can help UK businesses to overcome the linguistic and cultural barriers that could stand between them and the Chinese market."

If successful, the scheme may be rolled out to other universities wishing to take part as well as expand to other international student groups such as India or Malaysia.

Chinese interns participating in the scheme will undertake a range of tasks including helping companies establish an online Chinese presence on T-mall - the Chinese equivalent of eBay - and Chinese social media channels such as Weibo, networking with Chinese distributors, and providing advice and support on Chinese business culture and etiquette. As well, students will help British companies develop a Chinese version of their brand, support company representatives on market visits to China, and identify ways to cater to growing numbers of Chinese tourists to Britain with things such as restaurant menus and signage translation.