Japan is the world's second largest economy. Despite the decline in economic performance since the start of the 1990s, the international student market in Japan has remained strong, and there are positive indications of economic turnaround. Tougher employment prospects have heightened interest in qualifications that enhance employability, and people increasingly view ongoing study as a necessity. Extremely high levels of personal savings (GBP 120,000 average per household) are used to invest in pursuing opportunities in education.
The government is also aware of the need to upgrade the training and skills of the workforce, and supports overseas study as one method of achieving this. In addition, greatly increased international intervention in the Japanese economy has fuelled a strong demand for English language skills in the workplace. Awareness of UK education associated with contemporary UK lifestyle is growing. Over the last decade, the UK has increasingly come to be regarded as a serious option as an education destination against a background of the USA's long-standing cultural and economic dominance.
Japan is the seventh largest source country for international (non-EU) students in UK higher education. The undergraduate/postgraduate distribution is about 50/50, with more growth at the undergraduate level in recent years. Japan is a maturing market, which showed robust growth from 1996/1997 to 1999/2000, with a subsequent levelling off. It is a market characterised by stability, diversity and sustainability, with potential for continued growth. This is a diverse market, both in terms of the subject and level of study. Japanese students have a reputation for their quality and high motivation.
Japan has a large ELT market. Japan accounts for nine per cent of all student weeks in the accredited ELT sector (source: English UK), making it the second largest source country. Meanwhile, it is the third largest source country for international (non-EU) students in UK further education.
There is an extensive agent network in Japan, with over 200 agents (known to British Council Japan) who are sending students to the UK. We deliver professional development programmes for major agents through official training (completed by nearly 100 agents so far), networking events and study visits to the UK. An increasing number of agents have gained confidence in introducing UK education to their customers as a result.
Japan is a market in which building up institutional profile and developing relationships with local partners is crucial, so it requires long-term commitment. However, once established in the market, demand is relatively stable and reliable. Promotional activity amongst competitors is less well-resourced and strategic.
There is a sustained demand amongst young professionals for postgraduate studies of direct career relevance, in fields such as business, international relations and TESOL.
The undergraduate market, which is currently dominated by the USA, has continued potential for growth. There is increasing interest in overseas undergraduate studies among high school students and their parents as an alternative to study in Japan. British Council Japan is working to raise awareness of the foundation course route into UK higher education.
Art & design remains strong in the Japanese market because of the high reputation of UK education in this field, as well as a growing awareness of UK creativity.
One-year undergraduate study abroad programmes, especially those starting in April combined with intensive ELT, already popular, are likely to increase in popularity with the economic turnaround. The intensifying competition among Japanese universities and colleges as a result of the rapidly shrinking number of 18 year-olds has created a growing demand for international links. From 2004, some 90 national universities in Japan now have greater autonomy as 'independent administrative agencies', creating a strong incentive to be genuinely entrepreneurial. This is also leading to more intense international activity.
The ELT market will continue to be significant, given growing demand by employers for high-level English skills, as well as the Japanese government's support for greater English competency.
Education promotion is a top priority for British Council Japan. All activities, (Arts, Science, English Language Teaching), include education promotion elements wherever possible. There is a totally integrated approach to education marketing, with professional back-up by the Communications team.
We have regular contacts with over 200 agents, over 1,500 alumni and 1,200 teachers of English at Japanese schools. Through these well-established networks, we have been able to reach our target audience most effectively throughout Japan. British Council Japan has two centres, in Tokyo and Osaka, offering enquirers access to a comprehensive collection of UK education information and an enquiry handling service.
We have developed five education specific award-winning websites since 2000. These support students from their initial interest in the UK (our unique Education UK mobile phone-enabled website), or show how UK study can improve their employability on our Education UK Career website. They also provide them with detailed institution and course searches and wide-ranging background information (our comprehensive bilingual Education UK website). Pre-departure information and advice can be found in the Destination UK online animated guide, and finally, we maintain our links with them post-return through the alumni 'Keep In Touch UK' website. We receive over 40,000 visits to these sites each month.
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