Would you choose a country to study in because of a boy wizard, a pop star or a roast dinner? Our new survey of 2,500 international students suggests many already have.
Ask international students why they chose a British university over its rivals, and the university prospectus is only part of the answer. For a surprising number, the story starts much earlier: with Harry Potter on a bedroom bookshelf, an Ed Sheeran song on repeat, or a childhood spent watching Peppa Pig.
Our research suggests that culture matters far more than universities might assume. More than four in five students questioned said Britain's cultural life played a part in their decision about where to study. Americans, Indians and Pakistanis were the keenest on the idea.
We spoke to 2,500 students already living in Britain, drawn from the five countries that send the most students here: the USA, China, India, Pakistan and Nigeria. The findings echo the British Council's Global Perceptions 2025 survey, which ranked the UK third among G20 nations for attractiveness to young people.
The soundtrack to a decision
Music is the heaviest hitter. Around three in five students said British music had a major or strong influence on their choice. Americans named Harry Styles. Chinese students chose Coldplay. Pakistani students went for The Rolling Stones. Ed Sheeran won over both India and Nigeria.
Fiction plays its part too, with many crediting a British fictional character with nudging them towards these shores. Harry Potter led, narrowly ahead of Mr Bean and James Bond, with Peppa Pig close behind. The boy wizard is especially potent in China and Nigeria, where about a quarter of students named him, while a little over a fifth of those from Pakistan, India and the USA said the same.
Real people count as well. Nearly three in five felt that British cultural icons had shaped their decision. Queen Elizabeth II topped the list, followed by Princess Diana, with Sir David Beckham and King Charles III sharing third place. The late Queen's pull was strongest among Americans, with Nigerian, Chinese and Pakistani students just behind.
Students get stuck into British culture
International student life in Britain is about far more than lectures and libraries. Food, drink and music were the most appealing parts of British culture, with film not far behind. Live music is the most popular activity, with festivals narrowly ahead of gigs and concerts. Football is not far behind.
Habits differ by nationality. Americans are most likely to have visited a pub, roughly one in three. Indian students lean towards sightseeing. Chinese students prefer a gig or a concert, while those from Nigeria and Pakistan enjoy music festivals.
When it comes to food, around one in five has tried a Sunday roast, fish and chips or a full English fry-up, and the roast and the fish supper are neck and neck in popularity.
What it means for universities
Britain's reputation for world-class degrees and respected institutions is well established, but this research shows that its culture is also a draw. With competition for students growing, Britain should make the most of everything it offers, including its culturally vibrant national life. That is how it keeps its place as a global leader in higher education and attracts the very best students from around the world.
In other words, the lecture halls may do the heavy lifting, but a good gig, a decent pub and a properly crisp roast potato are doing their bit.