From communications with key stakeholders and media monitoring, the following is a summary of prospects for student recruitment for 2020 intake. The results of a more formal official student survey for South Korea will  also be provided in the near future: 

• Fewer enquiries and deferred Enrolments: Study abroad related inquiries to local education agents have significantly decreased by almost half compared to the last year, in terms of both to the UK and other countries that have been significantly impacted by Covid-19. This will directly affect the September 2020 intake as the prospective students want to defer their study until the Covid-19 situation will be under control in the destination countries. 

• Canceled Enrolments: Some students who were intending to enroll in UK HEIs in the 2020 autumn tend to prefer canceling visas rather than deferring, as the procedure of visa postponement for the UK is perceived to be more complicated than major competing countries. On the other hand it is less likely for the students to change their study destination because major competitors have a similar situation. 

• Biggest Concerns: Both current and prospective students’ most significant concerns about study abroad are safety and well-being, followed by academic quality when switching to online lectures. Concern factors are uncertainty about medical treatment if they were infected in the UK, and the racial discrimination against Asian students. Some students consider that staying in their home country is much safer for the time being. ^[1] 

• A Violence Case in the UK: There was a case of Korean student being attacked in the UK due to racial discrimination caused by Covid-19, which was covered by numerous local media in Korea with his interview in late April. This case has created negative market sentiment towards the UK, as he cited a lack of timely support by both the police and institution. 

• Online Learning: In general, Korean students are open to and better at online interaction than those in many other countries. However, they want institutions to resume face-to-face classes as early as possible, especially for studying abroad, as they are investing in the whole experience, including campus life. It is worth noting that local university students in Korea are increasingly requesting refunds of tuition fees, however the government has left this to the discretion of individual institutions. ^[3][4] 

Commentary by Heather Eom, Education Services Manager, British Council Korea:  

Although there will be significant impact on student mobility to the UK for the 2020 intake, demand for study abroad that would have been suppressed in 2020 could potentially result in a short-term increase in 2021. 

Long-term changes are expected in students’ choice of country and institution. This crisis may become an opportunity to turn some US-bound students to the UK, if the UK deals with the crisis better than the US, and if individual institutions take necessary measures to take care of international students. You may wish to consider using crisis management approaches in communication to prospective students in Korea and the region. 

In order to attract and retain prospective students, it will be important to reassure them that they will receive proper and immediate support when they encounter any health, safety, or well-being related issues during their study in the UK, either on the campus or outside of it. We also recommend strongly emphasising the fact that the international students in the UK can equally access the National Health Services the same as UK citizens.

If you need further advice, please feel free to contact me via email (sunhyun.eom@britishcouncil.org).  

Sources:  

[1] https://www.koreatimes.co.kr/www/nation/2020/03/119_286873.html 

[2] https://www.edinburghlive.co.uk/news/edinburgh-news/korean-man-racially-abused-teen-18100421 

[3] https://en.yna.co.kr/view/AEN20200421007300315?section=search 

[4] https://www.koreatimes.co.kr/www/nation/2020/05/181_288527.html