English-Medium Instruction for the B&R Students in Chinese Universities: A Nation Branding Perspective

Nation branding has remained both a heated topic and an international tendency over years. As an endeavor to promote the international image and reputation of a country, nation branding is a multifaceted cause involving a host of domestic stakeholders, among which the higher education institutions play an ever increasingly important role. With its economic and social achievements in recent years, nation branding is also needed by China. For a long time, the function of Chinese universities in nation branding was indirect and marginal, but the Belt & Road Initiative as well as the drive for internationalization of higher education have altered this situation. However, due to language barriers, the universities’ potential in nation branding has so far not been fully tapped. This paper argues that a wide and quality application of Englishmedium instruction in the teaching of academic subjects for the B&R students could substantially enhance the universities’ role in promoting Brand China. Based on the interpretation and analysis, policy implications are discussed accordingly. Keywords—Nation branding; English-medium instruction (EMI); B&R students; Internationalization of higher education; Chinese universities