Last month, Helen Packer of the Pie reported in “Education Fever” about how the international study trends in South Korea were changing. Post-Covid, Korea has become a hotbed for inbound international students, but this has not meant there is subsidence of outbound mobility.
Korean students are still restricted by the limited spaces in their top universities and the stressors and pressure on the Suneung, the country’s infamous end-of-school exam. Therefore, a legitimate option for students who cannot get into the country’s top universities, is to move overseas.
What does this mean for the schools’ sector in Australia?
Numbers post-pandemic are slow to rebound for outbound students from South Korea studying in high schools in Australia with numbers down more than 30% compared to 2020 figures. Some of this can be attributed to the declining population and that Korea was slower to open borders than some other countries. However, despite the slow recovery, English education is still recognised as a way to be successful for Koreans and there is still hope for the schools sector. The two main factors that are contributing to this optimism are the limited opportunities domestically for English-based education in Korea and the attractiveness of a life in Australia that might lead to studying higher education here.
International schools in Korea are reserved for expatriate families and are not easily accessible to Korean students. Traditional international schools are, ‘for the most part, limited to foreign passport holders or Korean children who have lived overseas for several years,’ according to Helen Packer’s article. Korean students who want to attend one of these schools must forfeit their current and future rights to a state-based education.
This leaves moving overseas as an appealing option for English- based schooling. While the USA is still the destination of choice, Australia has some distinct advantages. As Sandy Kam from Lindisfarne Anglican Grammar pointed out, “The Australian School system offers a high-quality education in a safe and welcoming environment, which can be appealing to Korean families seeking a high-quality education for their children.”
Furthermore, the Australian schooling system has some perks that suit the Korean market. With the Korean school year beginning in February, it is one of the few northern hemisphere countries with school calendars aligning well for study in Australia. “Australia is one of the most well-known English-speaking countries with a thorough educational system that is also acknowledged by the Korean educational system,” according to Claire Lee of Uhak Station in Sydney. Therefore, Koreans can study in Australia and get all credits and credentials to transfer easily back home.
The flexibility and choice in the Australian system is also appealing. “In Australia, the education system allows more flexibility for students to choose subjects that they are confident in. This leads to better responsibility from the students,” says Jina Lee of Sydney’s UHAK GPS. Lee went on to specify that Korean students also like the pathway options available to them which give them more choice than Korean schools, which only lead to the highly competitive university education system.
Top Tips for Schools Looking to Recruit from Korea:
- Develop key agency connections. Korea is still a market dominated by agents, with few students in the schools sector being recruited directly.
- Sister-school and Study Tour options are a wonderful way for Korean students to “try before they buy,” and they often return to study in schools they have been to before.
- Korean ‘word of mouth’ promotion can be highly effective. If you have Korean alumni, get testimonials and quotes to target Korean audiences.
- Attend recruitment fairs and speak to parents and students in person. They like to meet the Australians who will be caring for their children in person.
- Focus on quality in homestay or boarding experiences. Korean students have high standards in accommodation and care.
- Use Kakao Talk to communicate with prospective students. When in Korea, use Koreans’ predominant communicative social media platform. Instagram still has a big presence so target your Korean communication here, too.
Overall, the message is a positive one. If recruitment from Korea for your school is a priority, there are opportunities waiting to be grabbed. Keep “Fighting!” (as the Koreans would say).
