Purpose: The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market segmentation analysis of these markets; and to recommend the most appropriate market entry strategies for Hong Kong's education service providers. Design/methodology/approach: The data for this project were obtained primarily by questionnaire survey and interviews. The research team collected 1,370 questionnaires and conducted a total of 121 individual and focus group interviews in the four studied cities--Mumbai, New Delhi, Jakarta, and Kuala Lumpur. Findings: The study found that there was a high unmet demand for higher education overseas and that the visibility of Hong Kong's higher education was relatively weak in these Asian markets. In order to capture the continued rise of students in Asia, higher education institutions and the Hong Kong government need to work together to analyze the potential markets critically and employ marketing strategies sensibly. Several key recommendations have been provided based on the findings. Research limitations/implications: The study was undertaken in a few key cities in these three target markets. However, findings from the study may generate insights into other cities with similar characteristics in these countries and the Asian regions. Practical implications: The paper suggests that decision makers at the institutional level and government level seeking to enter these markets must pay attention to the importance of market segmentation and the 4P variables in formulating their marketing strategies. Originality/value: Few studies have examined the current condition of higher education services in these three emerging Asian markets. The study provides some useful marketing information to education decision makers in Hong Kong and elsewhere who may be interested in formulating marketing strategies in these markets. (Contains 1 table and 12 figures.)