South Korea is one of the most-established sending markets in Asia, and has been a major source of international students for nearly 20 years now. While the number of South Korean students heading abroad has declined over the last four years, the country remains among the leading senders for major study destinations. Drawing on country reporting data for 2015 and 2016, for example, South Korea remains the fourth-largest sending market for the US, Canada, and Australia. As we reported last year, there are also some indications of shifting demand patterns within South Korea. Greater numbers of students are now seeking out more affordable destinations within their home region, including China and the Philippines. In the latest instalment in our Keys to the Market series below, David McGuire, executive director of UFV International at the , shares his insights on how to diversify and strengthen your recruiting efforts in South Korea.