In a highly interdependent globalize world, internationalization of higher education becomes increasingly important in preparing future leaders and citizens to address global issues and challenges like shaping sustainable development, international solidarity and global peace. In recent times, commercial and financial interests have become the over-riding concern in the internationalization process in universities in different parts of the world (Knight, 2006) and the commitment to the development of human flourishing in terms of just and caring societies have gradually been displaced. This paper presents a study of internationalization strategies in higher education institutions in Hong Kong’s aspiring development into a regional education hub. The study examines how to attract students from three overseas markets, namely India, Indonesia and Malaysia, to pursue higher education in Hong Kong. The study found that the strategies of internationalization at both system and institutional levels attempted to address problems generated from the barriers of exporting higher education and build on the attractions of studying in Hong Kong’s higher education. While these strategies helps serve the end of attracting overseas students, the authors caution the importance of going beyond recruiting overseas students and put forward a more “humanized” way of looking at internationalization to counteract the overriding economic-driven globalization.