With the internationalization of education, studying at international branch campuses (IBCs) is becoming a popular choice in China. Taking Dongbei University of Finance and Economics (DUFE)--Surrey International Institute as an example, this article explores the choice criteria used by Chinese students enrolled at an IBC. Based on auto-ethnography and 46 in-depth semi-structured interviews, this study found that students' choice of this particular IBC was influenced by personal reasons, institution image, program evaluation, and city effect. The study further proposes a model of factors that may influence Chinese students' choice of an IBC. As the IBCs are run as for-profit ventures in an increasingly competitive environment, the marketing strategies to attract Chinese students to study at IBCs based on the findings are also discussed in this article.