While existing research has explored the development of international branch campuses (IBCs) in Malaysia from several dimensions, the discussion on the IBCs’ identity development within the dynamics of higher education internationalisation can benefit from further elucidation. Applying the framework of institutional change, this research inquired how Malaysian IBCs proceeded with identity development in their institutional change and fit into the internationalisation agenda as a new set of players. Semi-structured interviews and non-participant observation were used to collect data, along with relevant documents used subsidiarily in the study. The results showed that the IBCs experienced various identity development processes in their institutional changes, showing a stable growth and enrichment of international, regional, and local elements. The identity development within IBCs’ institutional change sheds light on the development of higher education internationalisation.