Recent government figures from many Western nations show increasing immigration figures for wealthy, mainland Chinese wanting to emigrate. Nevertheless, research suggests that Westrn-based immigration specialists who could help them to do so lack visibility in the Chinese market. Law firms looking to market within China directly have a great opportunity to steal a march on their competitors. Chinese immigration is no new phenomenon, with large communities established in the USA and Canada particularly, but also in Australia and the UK. A new wave of Chinese immigration to Canada is taking place, but unlike their predecessors, this group is predominantly well-educated, wealthy and is looking to take that wealth aboard. Certain countries are toughening their stance on Chinese immigration, whilst others look to facility the immigration of wealthy Chinese immigrants and investors. The US continues to work on passing measures to ensure that US citizens are first choice for employers. Canada has recently overhauled their assessment of immigrants, with fluency in English and potential to be economically independent being strong prerequisites. UK Business Secretary, Vince Cable, has, on the other hand called for the UK government to simplify its visa programs. Nevertheless, this new affluent group of Chinese immigrants, with good English skills and a high chance of economic success, have excellent chances to fulfil the different counties' required immigration criteria. For example, in Canada, the government's own data shows 33,000 permanent residents admitted from mainland China last year. A recent study from the "Hunrun Report" which studies attitudes amongst Chinese high net worth individuals found that, of those with over US $1.6 million, 50% are either in the process of immigrating, or are thinking of doing so. Of this group, 40% favour the U.S., 37% favour Canada with Europe on 13% with London a major draw. For many Chinese, the search for information on how to emigrate starts back home. One might assume that Western law firms would have grasped the opportunity to market their services to a Chinese audience ahead of their competitors. Yet in a survey of over 100 Candian-based immigration barristers' websites , less than 5% had any web presence in Chinese. China's search engines are where would-be immigrants begin researching for help and information, but no Canadian law firm took up any of the first page rankings of the most popular Chinese search engine Baidu. Research is ongoing into attitudes of law firms from other nations, however initial indications show the pattern is replicated. For the initial few Western law firms who do take the opportunity, the rewards could be great. Despite the well-educated nature of the potential émigrés, Chinese surfers always prefer information in their mother tongue, with the Baidu search engine reporting a 86% homepage bounce out rate for any search leading to a website not in Chinese. Baidu controls 75% of the Chinese search market, with Google trailing far behind on a lowly 4%. First movers into the Chinese online space via Baidu have an opportunity to establish themselves in the minds of potential clients long before they reach Canadian shores. The tide is changing Immigration barristers are well aware of the various influxes of Chinese immigrants over the past few decades, predominantly fuelled by migrants from Hong Kong. In many cases across the developed world, the story is changing however, as "mainland" Chinese arrivals now outstrip those from Hong Kong. According to China's International Emigration Report (2012), jointly published by the Center for China & Globalization and the Beijing Institute of Technology School of Law, it is business investors, wealthy families, older people looking for a better quality of life, along with students from prosperous backgrounds who form the bulk of China's émigrés. As well as financial drivers, escaping China's one-child policy, air pollution, food scares, education, employment opportunities, improved healthcare and gaining greater socio-political freedom are all cited as reasons for the desire to leave the motherland. The story is further highlighted by the government's own statistics. The UK has reacted and now has more visa application centres in China than any other country. Last year saw continued growth in Canada as 33,000 permanent residents were admitted from mainland China. In the U.S. this figure is closer to 80,000 according to government figures there. The current lack of Western immigration specialists with a presence in the Chinese market present an opportunity for forward-thinking companies to take the lead and establish themselves as a familiar and trusted party to smooth the path to successful immigration.