Competitive and saturated market
South Korea has a long history of sending students abroad, and the market is already filled with strong competitors. On the Korean market, the U.S., the U.K., and Australia have more:
- established branding
- alumni networks
- aggressive marketing campaigns
For example, U.S. institutions benefit from cultural familiarity and a long-standing presence. This situation means Canadian institutions will find it hard to stand out without a distinct value proposition.
Strong parental influence and preference for elite institutions
Parents in Korea have a strong influence on education decisions and often prioritize university rankings and prestige. Canadian institutions outside of the U15 research universities may struggle to attract families who focus on names recognized around the world. Koreans may overlook institutions without top-tier global rankings, even if they offer quality and affordable education.
Language and cultural barriers
Though many Korean students are proficient in English to some degree, they may face language barriers for activities like:
- program marketing
- administrative communication
- academic integration
They may also have different expectations regarding teaching style, support services, and student engagement. For example, they may be less familiar with participatory classroom models, which are common in Canada.
Complex regulatory environment for partnerships and recruiting
Canadian institutions must navigate Korea’s strict regulations and approval processes to set up formal partnerships with Korean institutions or run joint programs. In addition, recruiting agents in Korea must be carefully vetted due to risks related to regulations and quality control. An institution may harm its reputation and long-term prospects in the market by making mistakes in these areas.
Therefore, success in Korea’s dynamic education sector requires:
- strategic planning
- localized marketing
- building long-term relationships
