China has experienced significant social, economic and political transformations since its economic reform started in the late 1970s. Considerable changes in its policy-making and implementation approaches have also emerged. Confronted with the intensified tension between the call for efficiency and strong pressure to improve social welfare, the Chinese government had no choice but to become instrumentally pragmatic in adopting different governance strategies to address the increasingly complex social, economic and political developments. Thus, neoliberal tenets were introduced. This article sets out to examine, against the wider policy context, how neoliberal tenets, particularly its emphasis on market principles, have been injected in higher education governance. This article aims to explore how the multi-faceted dynamics shaped the development of transnational higher education and influenced the governance of Sino-foreign cooperation universities. Introduction: increased multifaceted characteristic of educational governance The growing influence of neoliberalism has not only shaped how Asian states manage their economic affairs but also how they formulate public policy and manage the public sector (Carroll, 2012; Hayashi, 2010; Stubbs, 2009). This politically imposed discourse (derived mostly from Western hegemony) (Olssen & Peters, 2005) has been adopted by many Asian states (including China) in managing social service delivery to unleash the power of the market in enhancing capital formation, promoting resource allocation, and sustaining economic growth or welfare gains to overcome the challenges of globalization (Carroll & Jarvis, 2013; Jomo, 2001; World Bank, 2002). Higher education (HE) is not immune to this global and regional trend (Mok, 1997; Whitty & Power, 2000). However, neoliberalism cannot be translated simply to the withdrawal of a nation state in providing social welfare. Rather, neoliberalism is 'a new mode of regulation or form of governmentality' that believes in the state's capacity of 'creating the appropriate market by providing the conditions, laws, and institutions necessary for KEYWORDS