A Korean-born Rotorua resident is encouraging Asian migrants not to discount settling in small centres by challenging the idea that Auckland is the best place for Asian migrants to settle.

New data suggests many Asian migrants reluctant to take up offers to settle outside Auckland, eschewing smaller cities and towns and instead choosing to live in the super city because of the jobs and cultural networks it provides.

In 2014, seven in ten Chinese migrants went to Auckland, compared to just three in ten UK migrants.

Rotorua resident Anna Song moved to Korea to discover her routes, but she moved back here earlier this year.

She said living in Rotorua has given her opportunities like working with New Zealand businesses and iwi who want to do business with Asian markets.

"I lived in Christchurch, Wellington and Dunedin in the past and never encountered these kind of opportunities."

Ms Song believes migrants shouldn't underestimate the opportunities other centres provide.

"I also work with the most amazing team where everyone is unique and there's so much love in this town. Small towns where everyone knows everyone, I like that."