This study examines the value priorities of Chinese parents regarding their children’s education in globally competitive context. Although Chinese parents are often viewed as being excessively controlling of their children and preoccupied with their academic performance, research indicates that contemporary Chinese families hold diverse beliefs and values influenced by globalization and socio-cultural transformations. Via a mixed-method study primarily using responses to surveys (n = 867) and semi-structured interviews (n = 18) among Chinese parents in Hong Kong schools, the study sheds light on multiple and competing educational priorities among Chinese parents of a new generation. Findings reveal the complex landscape of value orientations as the parents navigated the challenges of supporting their children’s schooling. Parents’ concerns about whole-child development appeared to sometimes conflict with the school system’s academic focus. Implications concerning the difficulties of aligning family-school values for collaboration and intensifying educational competition are discussed. Copyright © 2024 The Author(s).