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International students as a national project: how states brand their higher education

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.


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Studying abroad at home: why Korean students are choosing US branch campuses in Korea

by Kyuseok Kim

In South Korea, education has long been the most powerful route to social mobility and prestige, but a recent study shows how that pursuit is changing. Published in the Asia Pacific Education Review (2025), one of the newest article in transnational education (TNE) research investigates why Korean students are now choosing to study at US branch campuses located inside their own country rather than traveling abroad. Focusing on N University, a US-affiliated institution within the Incheon Global Campus, the study explores how students balance ambition, constraint, and identity in one of the world’s most competitive education systems.

Korea’s higher education landscape is characterised by rigid hierarchies in which the name of a university often outweighs individual academic or professional ability. Admission to elite institutions such as Seoul National, Korea, and Yonsei University is still viewed as a ticket to success. At the same time, US degrees continue to hold exceptional symbolic power, representing international competence, social status, and career advantage. Yet, for many families, studying abroad is prohibitively expensive, while competition for domestic university places remains intense. The result is that a growing number of students are enrolling in American branch campuses at home, institutions that promise the prestige of a US education without the cost and distance of overseas study.

To explain this trend, the researchers propose a Trilateral Push–Pull Model. Traditional models of student mobility describe decision-making as a process between two countries or schools: one that pushes students out and another that pulls them in. However, international branch campuses (IBCs) add a third dimension. Korean universities push students away through limited access and rigid hierarchies. US universities attract them with prestige and global capital but are often out of reach financially and logistically. The IBC exists between these poles, offering an American degree and English-language instruction within Korea’s borders. This framework captures how students navigate overlapping pressures from domestic and global systems.

Drawing on interviews with 21 Korean students, the study reveals several interconnected findings. Many participants viewed the IBC as a second choice, not their first preference but a realistic and strategic option when other routes were blocked. They were attracted by the prestige of American degree, USstyle curriculum (in English), smaller classes, and opportunities for studying at the home campus abroad. At the same time, they expressed anxiety about the ambiguous status of their institution. Several students described N University as “in between”, uncertain whether it was truly American or fully Korean. This ambiguity, they said, made it difficult to explain their school to relatives, peers, or teachers, who were unfamiliar with the branch campus model. In a culture where school reputation carries great weight, such uncertainty caused unease even when students were satisfied with their learning experience.

The study also underscores the continuing role of family influence and educational aspiration. Many students reported growing up in households where parents believed education was the only reliable path to success and were willing to make sacrifices for English proficiency and global exposure. For these families, IBCs offered a middle ground: a way to obtain a foreign education without leaving home or paying international tuition. Students who attended Korean secondary schools typically saw the IBC as an alternative after failing to gain admission to top domestic universities. Those with international or bilingual school backgrounds viewed it as a substitute for studying abroad, particularly after the COVID-19 pandemic made overseas education less appealing or feasible.

In both groups, the IBC served as a strategic compromise. It allowed students to maintain a sense of global ambition while avoiding the financial, emotional, and logistical risks of full international mobility. It also provided a form of what sociologist Jongyoung Kim calls global cultural capital: the symbolic value and recognition that come with foreign credentials. By earning an American degree at home, students could claim global status without physically migrating. This pattern illustrates how globalisation in higher education is increasingly taking place within national borders.

Beyond individual motivations, the study connects these choices to larger demographic and policy challenges. Korea’s declining college-age population and government-imposed tuition freezes have created fierce competition among universities for a shrinking pool of students. In this environment, IBCs serve dual roles: they act as pressure valves that absorb unmet domestic demand and as prestige bridges that connect local students to the symbolic power of American education. However, their long-term sustainability remains uncertain. Many IBCs struggle with limited public visibility, uneven recognition, and questions about academic legitimacy. Unless they establish a clearer institutional identity and stronger integration within the local higher education system, they risk being viewed as peripheral rather than prestigious.

The research also broadens theoretical understanding of international education. By incorporating the IBC as a third actor in the push–pull framework, the study challenges the assumption that global learning always requires cross-border mobility. It also refines the concept of global cultural capital, showing that students can now accumulate globally valued credentials and symbolic advantage through domestic avenues. In countries like South Korea, where education is deeply tied to social status, this shift represents an important transformation. The global and the local are no longer opposites but increasingly intertwined within the same institutional spaces.

In conclusion, Korean students’ choices to enroll in US branch campuses reveal a strategic negotiation between aspiration and limitation. These institutions appeal not to those lacking ambition but to those who seek to reconcile global goals with financial and social realities. They reflect a world in which higher education is simultaneously global and local, mobile and immobile. For IBCs to thrive, they must move beyond copying Western models and instead cultivate programs that are meaningful in their local contexts while maintaining international quality.

This article summarizes the research findings from ‘Choosing a U.S. Branch Campus in Korea: A Case Study of Korean Students’ Decision-Making through the Trilateral Push–Pull Model’ by Kyuseok Kim, Hyunju Lee, and Kiyong Byun, published in the Asia Pacific Education Review (2025).

Kyuseok Kim is a PhD candidate at Korea University and a Centre Director of IES Seoul.


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The blurred lines of higher education in South Korea: when colleges look like universities

by Edward Choi and Young Jae Kim

South Korea has become an attractive destination for international students, boasting a strong higher education system with internationally recognised universities. A complication, however, is emerging with some foreign students enrolling in what they believe are universities, only to later discover that they are attending junior colleges, Korea’s flagship vocational institutions.

This phenomenon may be linked to changes in institutional marketing (identity branding) and key organizational characteristics at junior colleges and universities alike. Many colleges have removed words like “technical” or “vocational” from their names and are now called universities in both Korean and English. They have also expanded their degree offerings to include bachelor’s and, in some cases, even graduate programs.

The blurring of identities (and institutional traits) and the implications thereof are a focus of our study, Confusion in the Marketplace: A Study of Institutional Isomorphism and Organisational Identity in South Korea (Choi and Kim, 2024). Through a national, statistical overview and the content analysis of select institutional websites, we examined the dimensions along which South Korean colleges and universities are organizationally isomorphic, a concept that describes how organizations begin to resemble each other as a result of external pressures (see DiMaggio and Powell, 1983). Importantly, we discuss in our article the market implications for this type of institutional convergence.

Key changes or dimensions of likeness

Nearly all colleges (95%) have rebranded themselves with the term “university” in their Korean names, and 61% have done so in English. Colleges now offer bachelor’s-equivalent degrees, with 92% providing such programs, and some even offering graduate degrees (11%). Both colleges and universities emphasise similar disciplines, including Business Administration, Family & Social Welfare, and Mechanical Engineering, reflecting shared market demands.

Institutional websites suggest colleges and universities adopt similar marketing strategies, emphasising employment outcomes and industry-academic collaboration. Less selective universities resemble colleges in focusing on job-market relevance in research and academic programming. Both institution types operate in local, national, and international spheres with internationalisation efforts at both types.

There are key differences to note. Some universities, particularly elite ones, highlight intellectual growth and social development as a societal role in vision and other identity statements. Research at especially elite universities is both applied and humanities-focused, while this is not true in the case of colleges and lower-tier universities. Furthermore, internationalisation at universities is mostly about citizenship and cultural development while the same is less cultural but utilitarian at colleges (eg career development through international field placements).

Why are junior colleges becoming more like universities?

We discuss several key reasons behind the organisational sameness among Korea’s colleges and universities. One key factor is South Korea’s shrinking student population. With birth rates at record lows, the number of high school graduates has plummeted, creating a crisis for universities and junior colleges alike (Lee, 2024) and forcing these institutions to compete directly for a shrinking pool of students. The offering of baccalaureate degrees and graduate programming, among other organizational changes, may serve as primary examples of survival strategies amid the changing demographics. The same may be said of universities where there is a strong vocational dimension in academic offerings, much like what we see at colleges.

Government policies (both historical and contemporaneous) have also played a major role in the Korean case of institutional isomorphism. Such policy directions have pushed both universities and junior colleges to align their offerings with workforce demands (Ministry of Education, 2023d, 2024a). In 2008 the government approved bachelor’s-equivalent degrees for junior colleges, allowing them to offer advanced major courses. In 2022, junior colleges were even permitted to introduce graduate programs, further blurring the distinction between these institutions and universities.

Additionally, South Korea’s push for internationalisation amid globalisation has encouraged universities and junior colleges alike to aggressively market themselves to international students. The country has set ambitious national goals for attracting students from abroad (ICEF, 2023); as a result, both institutional types are using similar branding strategies. Words like “world-class,” “global,” and “innovative” appear frequently on websites, even in the case of junior colleges like Kyung-in Women’s University, an institution with virtually negligible global recognition or research excellence.

The risks of blurred identities

A key concern with blurred identities and institutional characteristics (including social roles) is that they can create confusion for international students who are increasingly looking to Korea as an attractive education destination. For students seeking a traditional university experience, this can lead to disappointment and even financial and academic setbacks, not to mention reputational damages to Korea and its higher education system.

There is also the issue of mission creep, where junior colleges in their efforts to emulate universities, risk losing sight of their normative societal function. Junior colleges have historically complemented universities in increasing access to education and providing job training for students who might not otherwise pursue higher education (see Brint and Karabel, 1989; Dougherty, 1994; Lee, 1992). This mission is at stake. The accretion and expansion of new and existing programs and services, respectively, require invariably additional resources, which might drive up educational costs. Many prospective students may not be able to afford these fee hikes.

What to make of institutional isomorphism?

At the end of the day, students want a quality education and meaningful career opportunities. It is important for them to clearly understand what they are signing up for – given how important higher education is to shaping their career trajectories. Policy discussions at the national level must now consider the global character of Korea’s junior colleges, whose cosmetic and organisational changes can impact international mobility patterns. Clearer differentiation from a policy perspective is needed in this regard.

We must not ignore the positive implications of institutional isomorphism, whose market advantages have not been fully explored by scholars. We argue that institutional isomorphism – particularly where college and university programs converge – can be strategically utilised as a policy lever to address market challenges. Rather than viewing institutional homogenization as inherently problematic, policymakers could use it to correct market inefficiencies like supply and demand challenges. The shortage of nurses in Korea (see Lee, 2023), for example, is likely being addressed through the joint efforts of colleges and universities in training and producing nurses with similar qualifications.

Unchecked isomorphism, however, has its challenges, as pointed out earlier (ie confusion in the international student marketplace). We are also concerned about a skills mismatch where colleges and universities are pumping out graduates with homogenised skillsets. This type of sub-optimisation can result in high youth unemployment rates and students working in careers unrelated to their academic majors, which are already concerns in Korea (see Sungmin and Lee, 2023).

To conclude, our study notes that institutional isomorphism is a global phenomenon, with similar trends observed in countries such as China, the US, and Australia (see Bae, Grimm, and Kim, 2023; Bük, Atakan-Duman, and Paşamehmetoğlu, 2017; Hartley and Morphew, 2008; Saichaie and Morphew, 2014; Taylor and Morphew, 2010). Further research is needed to assess whether isomorphism in higher education lends to competitive market advantages beyond Korea.

Edward Choi is an Assistant Professor at Underwood International College, Yonsei University. His research interests centre on a range of topics: Korean higher education, traditional Korean education, the internationalisation of higher education, and the global phenomenon of family-owned universities. 

Young Jae Kim was a student at Underwood International College, Yonsei University.


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Why are there no transnational UK university campuses in Korea?

by Kyuseok Kim

The UK’s Strategic Moves

Transnational Education (TNE) has been a significant strategy for UK universities seeking to expand their global footprint. TNE involves delivering educational programmes across borders, allowing institutions to reach international students without requiring them to relocate. According to The Cross-Border Education Research Team, which is arguably the most reliable source for tracking the worldwide development of transnational higher education, the UK has 46 branch campuses in 19 countries globally as of 2023. The geographic distribution of such educational enterprises is widespread, from Latin America, the EU, the Middle East, to Africa.

The most distinct importer of UK transnational campuses is the Asian region, where 20 outposts (43%) are in operation. China is the biggest host, with nine UK campuses, followed by Malaysia (six campuses) and Singapore (two campuses). Pakistan, Bangladesh, and Uzbekistan each have a single campus. In stark contrast with many successful UK cases in Asia, however, past attempts to establish TNE programmes in South Korea have faced numerous challenges, leading to several high-profile failures. Why is this?

Continued Success in TNE

UK universities are the second largest exporter of international branch campuses next to the United States. In recent years, it appears that UK universities have continued to look towards Asia as a fertile ground for TNE initiatives. For instance, De Montfort University Leicester has become the first UK university to open a campus in Cambodia, located in  Phnom Penh.

The most recent UK university branch campus to open is the collaborative campus between Lancaster University and Deakin University in Indonesia. Officially approved in January 2024, this campus represents a significant joint venture in TNE, the first overseas joint campus between UK and Australian universities, starting from September 2024.

No UK Branches in South Korea?

The strategy behind TNE expansions often includes enhancing global educational exchange, research collaborations, and increasing international academic mobility. Additionally, motivations such as global branding, revenue generation through student recruitment, and soft power diplomacy for long-term institutional strategies play a role. There are five international branch campuses in South Korea. However, none are from the UK, although the University of Southampton has reportedly signed a memorandum of understanding with the Incheon Metropolitan City Government to initiate discussions.

Media coverage on the conflict with South Korean authorities or the complete abandonment of plans for UK campuses is notable, in contrast to the presence of US campuses in South Korea, which started in 2012. This suggests substantial challenges for UK universities in establishing branch campuses in South Korea. Why have UK ventures struggled in South Korea?

Aberdeen’s Hadong Project

The University of Aberdeen’s attempt to establish a campus in Hadong, Gwangyang Free Economic Zone, is perhaps the most highly-cited case. Announced in 2015, the project aimed to open the UK’s first branch campus in South Korea, focusing on engineering subjects essential for the offshore oil and gas industry. Despite securing funding from South Korea’s Ministry of Trade, Industry, and Energy, the project faced delays due to financial and logistical issues, and the campus never opened as planned.

Despite the promising start and official support, the project encountered numerous setbacks. Financial and bureaucratic delays postponed the campus opening from its initial target of September 2016 to 2017. Further complications arose due to the global downturn in the oil and gas industry, leading to forecasted challenges in student recruitment and securing the necessary faculty. By 2018, after multiple delays and logistical hurdles, the University of Aberdeen decided to abandon the project altogether. Consequently, significant investments in infrastructure, such as a newly built dormitory worth £4.6 million, remained unused, leading to financial losses and legal disputes with local partners.

Lancaster’s Bid in Busan

Similarly, Lancaster University attempted to establish a presence in Busan. The project, which began in 2014, aimed to create a branch campus offering undergraduate and postgraduate programmes. In 2016, it embarked on a plan to establish a campus in the Myeongji International City in Busan, South Korea. This initiative was part of a broader effort by the Busan-Jinhae Free Economic Zone Authority to create a global education hub in the region. However, it was reported that Lancaster faced bureaucratic hurdles, including difficulties in meeting South Korean regulatory requirements.

Negotiations with Busan Metropolitan City and related government bodies extended for over a year, because the plans included substantial financial commitments, with Busan agreeing to support the project with up to £10 million over seven years to cover initial operational costs and ensure the university’s sustainability. However, as the opening date approached, concerns about the financial viability and strategic fit of the project began to surface. The changing educational environment and opposition from local universities added to the complications. By 2020, Busan decided to re-examine the feasibility of the campus, leading to the eventual abolition of the project.

Navigating a Saturated Market

The unsuccessful attempts by UK universities in the southern part of South Korea, underscore the importance of geographic location. The southern regions are heavily industrialised, with a strong focus on sectors like shipbuilding and manufacturing. However, these areas are also experiencing a growing polarisation of national resources, with a significant concentration of population and economic activities in the capital area, Seoul. Moreover, the demographic shift is driven by the declining young population, further exacerbating the regional imbalance. Consequently, campuses located away from Seoul struggle to attract and retain students and faculty, making it challenging to achieve long-term sustainability.

South Korea’s higher education market is saturated, with an oversupply of universities and colleges. This saturation is compounded by a declining college-going population due to the country’s low birth rates. With fewer students entering higher education, competition among institutions has intensified, making it difficult for new entrants, particularly foreign universities, to secure a significant market share. The education authorities and regional governments are likely be influenced by the local universities and communities which are potentially threatened by losing their recruitment pools. The competitive landscape requires UK universities to differentiate themselves through unique value propositions by offering programmes that are not widely available in South Korea, but South Korean universities have been strengthened significantly in the last two decades.

Lessons from Cautionary Tales

Aberdeen and Lancaster’s attempts serve as cautionary tales for other institutions considering similar ventures. Meticulous planning in TNE initiatives can still be challenged by the complexities and uncertainties involved in TNE operations, particularly in specialised fields subject to global economic fluctuations. It is unlikely that these failures stem from inadequate planning. UK universities boast the longest history of TNEs, seasoned with rich experience. However, the experiences of the two UK universities underscore the necessity for robust, adaptable strategies and extensive groundwork to address local conditions and unforeseen challenges effectively.

Understanding and navigating the stringent regulatory framework is crucial. Universities must engage with local authorities and stakeholders early in the planning process to ensure compliance and secure the necessary approvals. Institutions also need to be prepared for potential delays and economic fluctuations that could affect their projects. Legal and infrastructural preparedness is essential to avoid the pitfalls experienced by previous ventures. Sensitive issues, such as property rights and contractual disputes, including the repatriation of profit with local governments of free economic zone authorities, can hinder branch campus establishment. For instance, Aberdeen faced legal disputes related to unused infrastructure investments, potentially deterring similar initiatives in the future.

While the South Korean higher education market presents significant challenges for UK TNEs, it may still offer substantial opportunities for those willing to invest the necessary time, resources, and strategic thinking.

Kyuseok Kim, known professionally as KS, is a doctoral candidate in Educational Administration and Higher Education at Korea University. He holds a BA in English Language Education and an MBA from Sungkyunkwan University, and was selected as a Fulbright Scholar in 2012. Since 2010, KS has developed extensive expertise in strategic planning, student recruitment, international relations, and partnerships across both public and private sectors. He has held significant roles at UWAY Co., Ltd., M Square Media, SUNY Korea, and Sungkyunkwan University. KS is also an active scholar-practitioner, contributing numerous research papers and opinion pieces to respected international and South Korean publications. ks.kyuseok.kim@gmail.com  www.linkedin.com/in/ks-kim-intled