by Evelyn Kim, Annette Bamberger and Sazana Jayadeva
From student choice to state strategy
International student mobility is often framed as a story of individual aspiration. Students, it is widely assumed, choose destinations based on rational calculations of what they stand to gain: prestigious degrees, global networks, enhanced career prospects, and immersion in new sociocultural contexts amongst others. This narrative centres students and to a lesser extent institutions, which compete for their patronage. Yet it often obscures the role of the state in shaping where, and how, international education is imagined in the first place (Bamberger & Kim, 2022; Sidhu, 2006).
The recruitment of international students has increasingly become a national project. While established destinations such as the UK have long maintained coordinated campaigns and online platforms to promote their higher education systems, what is particularly noteworthy today is the spread of such initiatives across a wider range of countries. Governments now invest in coordinated branding campaigns, frequently under the moniker “Study in X” websites (such as Study in Hong Kong and Study in Germany), that promote entire higher education systems under the national banner, often accompanied by social media channels such as Facebook and YouTube. These platforms are carefully curated spaces through which states project what they perceive makes their country distinctive and attractive as a study destination.
We argue that this constitutes a form of nation branding: the strategic creation and projection of ‘the nation’ throughhigher education (Kim & Bamberger, 2025; Lomer et al, 2018). These campaigns do not focus solely on academic excellence or global competitiveness. They weave together claims about innovation, economic power, cultural richness, affordability and safety, constructing an integrated narrative in which higher education becomes a gateway to the nation.
The persuasive strategies used in these campaigns vary. Some build credibility through rankings and research metrics, while others appeal to emotion by invoking culture and a sense of belonging. Still others foreground practical considerations such as affordability or post-study employment opportunities. Across these approaches, national higher education branding relies on distinctive “identity markers” to position countries as attractive study destinations Particularly in contexts associated with geopolitical or social tensions, branding efforts may seek to recalibrate external perceptions by foregrounding narratives of excellence and stability, while leaving more contentious political realities out of view.
It is in such contexts that national higher education branding becomes most revealing. As we examine in our recent article, India, Israel and South Korea offer striking examples (Bamberger et al, 2026). These countries embarked on higher education internationalisation at different moments, with Korea taking an early lead in the 2000s, while India and Israel launched major initiatives in the late 2010s. All three have seen notable growth in international student enrolments over the past two decades, even if they still host far fewer students than established Anglo-European destinations. Each is also a relatively young political state with strong ethnonational identities, close ties to diasporic communities, and enduring regional geopolitical tensions. These dynamics shape how the nation is perceived internationally, making higher education branding a particularly strategic tool.
To explore how destinations beyond the established core construct their national higher education brands, we analysed how three government-affiliated websites – Study in Korea, Study in India and Study in Israel – have evolved since their launch, drawing on both archival versions of the websites and their current content. We traced the identity markers these websites create over time: who they claim to be, what they omit, and how they try to persuade prospective international students.
What quickly became clear was that these platforms do far more than market universities. They tell a broader story about the nation itself. Familiar tropes in higher education marketing, such as academic excellence and global competitiveness feature prominently, but so too do promises of cultural experiences, inclusive and vibrant student life, and future career opportunities.
Yet the stories these websites tell are not the same. While several identity markers recur across the campaigns, each country communicates them in strikingly different ways.
Different paths, different priorities
One of the most striking findings from our research is that national higher education brands evolve in markedly different ways. The trajectories of these campaigns reflect shifting national priorities, as well as how each country positions itself within the global higher education landscape.
South Korea’s branding demonstrates the greatest degree of adaptation. Early versions of the Study in Korea platform emphasised the country’s rapid transformation from post-war hardship to global economic success, drawing on emotional and credibility-based appeals. Over time, however, the narrative shifts toward measurable indicators of performance, with global rankings, international assessments such as OECD’s Programme for International Student Assessment, and employability becoming central to claims of excellence. These comparisons often highlight how neighbouring countries perform, particularly where they rank lower. In this way, regional comparison becomes evidence of South Korea’s educational strength.
More recently, emotional appeals have re-emerged through international student ambassadors and social media storytelling, alongside a stronger emphasis on post-graduation employment opportunities, reflecting mounting concerns about South Korea’s shrinking workforce.
India’s campaign, by contrast, has followed a trajectory of relative continuity, albeit with subtle shifts. The Study in India website consistently foregrounds civilisational heritage, multiculturalism and the country’s long history as a centre of learning, positioning India as both ancient and globally connected. In early versions of the website, it drew on narratives predominantly associated with Hindu civilisational traditions to position India as an enduring source of knowledge and spiritual heritage. These were complemented by claims about the scale and diversity of India’s contemporary higher education system, as well as portrayals of India as a “pocket-friendly” and accessible destination.
However, more recently, signs of change have begun to emerge. There has been a gradual recalibration in emphasis, with a relative de-emphasis of cultural and civilisational narratives in favour of more pragmatic appeals to affordability, accessibility and global competitiveness. While the overall framing remains stable, these shifts suggest an attempt to reposition India more clearly within an increasingly competitive international education market.
Israel represents yet another trajectory. Since its launch in 2017, the Study in Israel website has changed relatively little despite major geopolitical developments, suggesting that national higher education branding may not always be a sustained policy priority. The campaign continues to project a stable narrative centred on innovation, positioning higher education within the country’s reputation as a “Start-Up Nation”. In this framing, higher education is closely associated with research intensity, technological entrepreneurship and strong links to high-tech industries. The campaign also emphasises academic excellence and draws on representations of Israel’s religious and historical heritage, alongside a tourism-oriented student experience. It further constructs distinct appeals to both international students and the Jewish diaspora.
What the branding leaves unsaid
Notably, the campaigns also reveal what is left unsaid. None of the websites explicitly addresses the longstanding geopolitical tensions surrounding these countries, including regional conflicts such as Israel-Palestine, India-Pakistan, and the Korean peninsula. Instead, these platforms largely sidestep overt political issues and historical disputes, foregrounding alternative narratives that present the nation as stable and welcoming.
Multiculturalism and openness are frequently emphasised, particularly in the cases of India and Israel, where appeals to tolerance and diversity help construct an image of inclusivity. Safety also emerges as a prominent marker in Israel’s campaign, which provides detailed descriptions of security infrastructure while simultaneously presenting an image of harmonious coexistence that downplays more complex social and political realities.
This selectivity, we posit, is not incidental, but the result of deliberate curation in how the nation is represented to external audiences. What is highlighted, and what is omitted, reflects a broader effort to position the country favourably within international student mobility flows, echoing critiques of national education branding as a selective and performative practice (Stein, 2018).
Seen in this light, national higher education branding becomes more than a strategy for attracting students. It is a state-led project through which countries mobilise particular identity markers and, in doing so, position themselves within an increasingly competitive and multipolar global higher education landscape.
Evelyn Min Ji Kim is Lecturer in Education in Asia at the UCL Institute of Education, where she also serves as Associate Editor of the Journal of Global Higher Education. Her research centres on student happiness and well-being policies, the global governance of education policymaking, and the internationalisation of higher education.
Annette Bamberger is Lecturer in Higher Education, UCL Institute of Education and Senior Lecturer and Head of Higher Education Track at Faculty of Education, Bar-Ilan University.
Sazana Jayadeva is a Lecturer in Sociology at the University of Surrey. She is an Associate Editor of the journal Sociology and co-convenes SRHE’s International Research and Researchers’ Network. She is also affiliated with the GIGA Institute of Asian Studies in Germany as an Associate Researcher. Her research revolves around the broad themes of education, migration, and digital and social media.