Little is known about how a family in the Peoples Republic of China (PRC) makes decisions on cross-border study. International marketers and managers in higher education turn to research based on Chinese student preferences. However, such research ignores cultural traditions steeped in Confucian ideals of family and the subsequent roles and influence of parents. Using surveys and interviews with Chinese students our findings indicate that despite exponential financial and social development in contemporary Chinese society, traditional Confucian values are still largely upheld by parents. The influence of these parents extends beyond initial decision making and impacts on the student's social and academic well-being. To effectively market, manage and provide academic and welfare support for Chinese students studying across borders requires host universities to develop strategies that acknowledge and demonstrate respect for cultural traditions, parental perspectives and related ongoing influences.