This presentation embraces two inter-related objectives: to examine the current policies and strategies that are employed by Hong Kong to attract more non-local students in order to become an educational hub in the region, and critique dominant conceptions of ‘higher education’ and the ways these play out in higher education policy. The paper begins by examining ‘markets’ and how this idea cannot be separated from the global dominance of neoliberal ideologies. This is related in turn to questions of policy borrowing. The particular pertinence of this is then emphasised by turning to a topic that, although it may seem a digression, goes to the heart of thinking in social sciences: the nature of humanism in Chinese and Occidental philosophy. Finally a return is made to aspects of international higher education in order to unsettle some of the dominant patterns of influence and open the way towards different kinds of thinking.