What does it take for a country to become a serious contender in global student recruitment? In this episode of Keystone Higher Ed Chats, host Steven Yun sits down with Shahrill Sabarudin, Chief Marketing Officer of Education Malaysia Global Services (EMGS), the agency under Malaysia's Ministry of Higher Education tasked with growing the country's international student numbers.

Shahrill shares how Education Malaysia blends data, diplomacy, and digital infrastructure to put the country in the conversation for families weighing where to study abroad. He unpacks the shift away from the traditional 'Big Four' destinations and the fastest-growing source markets EMGS is tracking. The conversation also covers what makes Malaysia distinct in terms of cost, quality, and cultural familiarity, as well as how Shahrill sees the country's higher education landscape evolving over the next five years.

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