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.
‍

Until next time,

Your friends in education marketing

Jayde & Ridhima