Dear education marketer, 

This week, we’re looking at a market that sits in an interesting position. It ranks within the top 30 sending countries to the UK and remains a stable outbound market for higher education. But recent reports suggest there’s a shift underway. Could it be worth your time to experiment with this market as applications decline? 

South Korea as a market

The UK is currently the 5th most popular destination for South Korean students, with roughly 3,500 visas issued annually and stable year-on-year demand (British Council, 2025).

Most universities already have some presence here:

• British Council fairs and in-country visits
• Agent networks such as IDP and UKEN
• Existing alumni communities

From our experience, though, it’s not a market many universities prioritise for paid campaigns. 

But that could change soon. 

The U.S. shift

South Korea has historically been a U.S.-dominated market, largely driven by prestige and long-standing academic pathways.

But outbound mobility to the U.S. has fallen by around 35% between 2008 and 2023 (StudyGroup, 2024), even though Korean students remain one of the largest international cohorts there.

Students are now diversifying:

• Japan and Australia each account for 13–14% of outbound students
• Germany is now hosting more Korean students than the UK
• Singapore and Hong Kong are growing as regional, high-prestige options
  (Times Higher Education, SRHE, 2026)

The primary reasons are fairly practical: cost and currency pressure, proximity, clearer post-study pathways in some markets and stronger domestic and regional education options.

Why UK universities should strengthen their positioning in South Korea

Students expect a genuinely international classroom experience. That’s harder to achieve if recruitment is concentrated in a small number of markets. 

Moreover, the UK is seeing early signs of increased interest, with application and deposit growth of 16–27% in early 2025 (British Council). South Korea might not offer immediate returns, but it could be a bet that pays off in the long term. 

What you can do to test this market

• Build awareness early
  If your brand isn’t already visible in-market, start there before expecting performance
• Start with course-led demand
  Focus on subjects South Korean students already favour, such as Arts, Social Sciences, Engineering and Business
• Use local platforms and behaviour
  Global channels help, but discovery often happens on local search engines and social platforms such as Naver
• Test before scaling
  Treat this as a validation market first, not one to commit large budgets to immediately‍
• Take a long-term view
  This is a market where familiarity, credibility and reputation build over time

There’s a window here.

Interest in the U.S. is softening; students are exploring alternatives, and the UK is part of that consideration set.

The question is whether universities choose to show up consistently in that journey.

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Until next time,

Your friends in education marketing

Jayde & Ridhima