Purpose: The purpose of this paper is to understand the pull factors that influenced international students' choice of country and institution for their Master's education. Design/Methodology/ Approach: This qualitative study relied upon focus group interviews with 70 international students registered in taught Master programmes at a higher education (HE) institution in Malaysia for data collection. Findings: It was found that socio-economic, environmental and personal factors played important role in the international student's decision-making process of choosing the country and HE institution. Research Limitations/Implications: The paper concludes with recommendations for Malaysian Universities to consider in their marketing strategies to promote Malaysia as an international education's hub. Originality/Value: This paper focuses on research into the lives of international students who are currently pursuing their Master education at a public Malaysian University. This paper discusses the three attributes that led this particular group of students to select Malaysia and the particular HE institution to further their taught Master programmes.