More than four in five (83%) international students say that UK culture is important when deciding where to study abroad, according to a new British Council study.
- 62% said UK music was a major or strong influence on decision to study in UK
- 58% said British cultural icons were a strong or major influence
- Live music (27%) named as number one cultural activity
- Harry Potter (22%) named as strongest fictional influence
- Sunday roast (21%) top for UK food and drink
A new survey carried out by Censuswide for the British Council has revealed that more than four in five (83%) international students say that UK culture is important when deciding where to study abroad.
Students from the USA (89%), India (88%) and Pakistan (88%) said when deciding where to study abroad, UK culture was important in their decision to choose the UK over other destinations, while those from Nigeria (78%) and China (72%) are less likely to say the same.
A total of 2,500 UK-based students from the top five student sending countries to the UK (USA, China, India, Pakistan, and Nigeria) were asked a series of questions relating to the cultural influences that influenced their decision to study in the UK.
The results are backed up by the British Council’s Global Perceptions 2025 survey, which found that the UK is the third most attractive country to young people in the G20.
Cultural phenomena
Students were surveyed on a wide range of UK culture. 62% said UK music was a major or strong influence on their decision to study in the UK, with wide differences per country.
Among students originally from the USA, Harry Styles (18%) was the top choice of UK music, whereas those originally from China cited this as Coldplay (20%), those from Pakistan said The Rolling Stones (18%) and those from India and Nigeria said Ed Sheeran (17% and 20% respectively).
59% said fictional British characters were a major or strong influence on their decision to study in the UK, with Harry Potter (22%), Mr Bean (21%), James Bond (21%), and Peppa Pig (19%) the greatest influence on students’ decision.
Around a quarter of students from China (25%) and Nigeria (24%) said Harry Potter influenced their decision to study in the UK, compared to over a fifth of students from Pakistan (22%), India (21%) and the USA (20%) who said the same.
58% of all students surveyed said that British cultural icons were a strong or major influence in their decision to study in the UK. The top British cultural icons that influenced students’ decision to study in the UK were Queen Elizabeth II (18%), Princess Diana (16%), and Sir David Beckham and King Charles III (16%).
Students from the USA (19%) are most likely to say Queen Elizabeth II influenced their decision to study in the UK, followed by students from Nigeria (18%), China (18%) and Pakistan (18%).
Cultural assets
Aspects of UK culture that were most appealing among those surveyed were food and drink (27%), music (27%), and film (26%). The top cultural activities students have taken part in, viewed or attended, since living in the UK, are live music (festivals) (27%), live music (gigs or concerts) (26%), and football (25%).
Students from the USA cited visiting a pub (32%) as the top cultural activity they have taken part in, viewed or attended, whereas those from India said it was visitor/sightseeing attractions (23%). Those from China said it was live music (gigs or concerts) (29%), and those from Nigeria and Pakistan said it was live music (festivals) (27% and 28% respectively).
The top aspects of UK culture, in terms of food and drink, that students have sampled since starting study in the UK were found to be Sunday roast (21%), fish and chips (21%), and a full English breakfast/fry up (20%).
Catriona McCarthy, Interim Director Education, British Council said: “The UK is renowned for our world class degree programmes and global reputation of our higher education institutions. It is clear from this survey however that UK culture is also a huge draw for international students.
“At a time of increased competition, it is crucial that the UK does everything it can to maintain its position as a global leader in higher education, drawing on all aspects of our higher education proposition and a culturally vibrant UK in order to attract the best students from around the world.”
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