ETS eyes tailored growth for students

A representative of Educational Testing Service, an administrator of the Test of English as a Foreign Language, said China remains a top priority for the organization as it maps out its expansion plans in one of the world's largest and most influential international education markets.

In an exclusive interview with China Daily, Omar Chihane, global general manager of TOEFL at ETS, noted that with a clear strategic roadmap, ETS aims to deepen its engagement in China through innovation, ecosystem building and tailored support for Chinese students.

Chihane underscored China's central importance to TOEFL, noting that ETS has maintained a presence in the market for more than 40 years and that he personally visits China three to five times a year- more than any other country.

"China is not just an important market; it's our most important market by far," he said, adding that Chinese students have played a pivotal role in making international education mainstream.

As China's international education market continues to evolve, ETS remains committed to supporting Chinese students. "We're here for the long haul — another 40 to 50 years — and will keep innovating to meet the unique needs of this dynamic market," Chihane said.

To reinforce that commitment, ETS recently launched the world's first TOEFL teacher certification program in China. The initiative is designed to certify qualified educators and help students make informed choices, with certified teachers promoted on ETS's official platforms.

Building a robust collaborative ecosystem is another core strategic pillar, Chihane said. ETS plans to integrate partnerships with international schools, universities, study abroad agencies, test preparation institutions and service providers into a cohesive network.

Chihane also pointed to shifting trends in Chinese students' study abroad choices. While the United States remains a preferred destination, geopolitical dynamics and visa-related considerations have prompted some students to adopt multi-destination application strategies, including the United Kingdom, European countries and Asian destinations in their options.

"Stability, predictable visa policies, affordability and post-study career outcomes are now prioritized over institutional prestige," he said.

Academically, Chinese students are also broadening their interests beyond traditional business and engineering majors to include humanities, social sciences and applied fields such as data science, sustainability, healthcare and education, driven by labor market demand.

For Chinese families navigating an increasingly diversified landscape, Chihane offered clear advice:"Future readiness matters more than university rankings." He encouraged families to focus on cultivating a global mindset, transferable skills and English proficiency as tools for long-term adaptability.

"When evaluating return on investment, think beyond initial salaries — consider 'transnational capital' that supports career development over 25 years," he said, adding that the US higher education system's emphasis on holistic development, critical thinking and problem-solving remains uniquely valuable in an artificial intelligence-driven world.

Data from ETS shows that Chinese students maintain strong overall English proficiency and academic preparedness globally. Their reading comprehension consistently exceeds the global average. However, listening, speaking and writing remain relative weaknesses, underscoring the need to strengthen practical communication skills and analytical output.

TOEFL's upcoming transformation, scheduled to launch in January 2026, is designed to address these gaps, Chihane said. The overhaul includes three major upgrades: more fair and classroom-relevant content that avoids culturally biased topics such as Greek mythology; a multistage adaptive design that adjusts to individual proficiency levels for a less stressful testing experience; and a new one to six scoring scale aligned with the Common European Framework of Reference for Languages to simplify score interpretation for students and institutions.

Chihane also highlighted ETS's long-standing role in integrating AI into assessment, noting more than 20 years of experience. AI supports test development — including generative AI for more realistic test items — adaptive delivery, automated scoring combined with human raters to ensure fairness, and biometric security measures such as facial and voice recognition.

Reaffirming TOEFL's global acceptance, recognized by every university in major study destinations including the US, the UK,Australia and Canada, Chihane described the test as a "trusted bridge" for students exploring multiple study options.

"Our goal is to keep doors open for Chinese students, no matter where they choose to study," he said.