These destinations are informally called the “Big Fourteen” in industry circles – representing the longer list of countries now enrolling tens or hundreds of thousands of international students.

Japan is on that expanded list. Last year, it surpassed its target to reach 400,000 international enrolments by 2033, and it did so eight years early. The achievement was bolstered by the government’s drive to attract and retain top foreign students to offset the economic effects of an ageing population and shrinking labour force.

Past Japanese governments considered the creation of English-taught programmes (ETPs) in the country’s universities to be a promising tool for building Japan’s global reputation and its international student population. But those programmes are no longer the focus. They exist, and many are successful, but new initiatives are behind the country’s strengthening position as a major study destination in Asia.

Japan’s departure from ETPs as a primary recruitment mechanism is due to several reasons we explore in this article, all of which highlight:

• The challenges of ETPs in non-anglophone countries where domestic English proficiency is low;
• A growing realisation that public acceptance of foreigners depends on how well immigrants can integrate into national culture and language;
• The importance of offering strong language supports to international students who are not proficient in a host country’s language.

ETPs: From recruitment lynchpin to programme option

In 2009, the Japanese government invested heavily in a project aimed at enrolling 300,000 international students by 2020. Part of that project was the launch of “Global 30,” which funded the development of ETPs in seven national and six private Japanese universities. These universities were chosen among hundreds because they were thought to have the best potential to position Japan as a premier regional education hub.

English-medium instruction in those thirteen universities prompted wider take-up of ETPs across the system – but not in a dramatic way. This was because:

• Funding for ETPs was limited to such a small number of universities;
• There is limited enthusiasm among faculty and Japanese students for English-taught programmes.

The general consensus is that the Global 30 project helped to raise the visibility and cachet of Japan as a study abroad destination – not least because of the marketing campaigns enabled by the funding – but did not drive system-wide adoption of ETPs.

The Global 30 project gave way to other initiatives, including the current J-MIRAI strategy, aka “Japan Mobility and Internationalisation: Re engaging and Accelerating Initiative for future generations,” as shown in the following chart.

Japan’s university internationalization arc: G30 → TGU → J MIRAI

The current landscape for English-taught programmes in Japan

The most recent definitive data shows that between 2018 and 2022, the number of undergraduate ETPs in Japanese universities edged up minimally from 42 to 45, and the number of postgraduate ETPs increased slightly from 107 to 114. Some premier universities are planning new English-taught courses, or even full departments, but these examples are few and far between.

Dr Hiroshi Ota, Director of the Global Education Program at Hitotsubashi University, said in an email exchange with ���Ϲ��� Monitor, “I don’t think the number of ETPs in Japan will increase significantly in the near future. I think that Japanese universities have reached their capacity limits for establishing new ETPs.”

Dr Ota believes that in order to increase the number of ETPs at Japanese universities in the future, major reforms are needed, such as switching the language of instruction to English in existing degree programmes taught in Japanese. This is because of the major obstacle preventing an expansion of ETPs in Japan: “The English proficiency of both Japanese students and Japanese faculty is significantly lower than in other countries.”

The language conundrum

In 2017, of 1,000 Japanese adults who had never lived overseas or studied abroad found that:

• 2.5% said they could “speak English fluently”
• 2.2% felt their English was sufficient for work
• 43.5% said they could “hardly speak English,” and 40% said they could speak only “elementary” English
• 22% felt able to answer a tourist’s question for directions

Though the survey was conducted in 2017, its findings are not dated. The 2025 EF English Proficiency ranked Japan 96th among 123 non-English speaking countries, moving Japan into the “very low proficiency” band (95–123). By contrast, China was ranked #86 (“low”) and South Korea #46 (“moderate”). Japan also sits behind Laos, Bhutan, Turkmenistan, and Vietnam.

Why is English-language proficiency so low?

There has historically been little need for English-language skills within Japanese society, with some exceptions. Most of the population can live and work entirely in Japanese. Retail outlets, media, government, and most workplaces operate fully in Japanese. The exceptions are Japanese who work in tourism, at multinational firms, or as academics involved in international research.

This is changing. For example, ETS, a company specialising in lifelong learning, commissioned the Harris Group in 2025 to conduct . Japanese respondents were more likely than their global peers to say English proficiency matters more today than it did five years ago (96%). On the policy side, the Japanese government has set a target for attracting more foreign direct investment (FDI) and multinationals.

However, Japan’s education system is not primed for the English-dominant global economy. Writing in , Yuko Tamura said: “One of the biggest problems in English education in the Japanese public system is the gap between the government’s expectations and the reality in schools.”

Ms Tamura writes:

“The focus on test-driven English education has eclipsed the true value of learning a foreign language, creating a sense of aversion among many of those studying it.”

It isn’t only students who may dread their English lessons; it is the instructors teaching these lessons. Ms Tamura writes:

“As a former English tutor, I taught Eiken Grade Pre-1 (the second-highest tier) to high school students who needed this level to aim for top universities. To my surprise, teachers were among those I tutored because this was the preferred proficiency level for their profession. Yet in 2023, only 45% and 81% of Japanese teachers in junior high and high schools respectively had achieved it.”

The low drive to learn English also dovetails with public concern about the rising number of foreigners in Japan and the impact on national identity. For example, political scientist Axel Klein commissioned in February 2026. One survey question asked if “foreigners should place the highest priority on following Japanese rules, etiquette, and customs.” Nearly two-thirds of respondents (63%) agreed, and only 7% disagreed.

Of the findings, Mr Klein, said:

“They reflect a tension that Japanese policymakers and the public have struggled to resolve: the economic case for accepting more foreign workers is clear, yet it sits uneasily alongside deep-rooted ideas of cultural cohesion and ethnic homogeneity.”

Learning Japanese a key step to employment

Mr Klein’s comment helps in understanding a new governmental policy announced in January 2026: foreigners will need to learn Japanese and be able to integrate into Japanese society in order to be eligible for permanent residency.

Learning Japanese will also help international graduates wanting to stay in Japan to find jobs.

Dr Ota adds:

“Unless they have a high level of Japanese proficiency, international students find it difficult to secure employment in Japan. This is especially true in the humanities and social sciences. When Japanese companies hire international students, they place the highest priority on Japanese language proficiency. In other words, Japanese companies screen applicants without distinguishing between Japanese and international students. Therefore, international students who do not have a high level of Japanese proficiency are at a disadvantage when job hunting.”

To smooth the settlement process, the government is working on a system to ensure both before and after they move to Japan, foreigners can learn basic Japanese and adapt to social norms.

Writing in , Menshu Toshihiro lauded the new policies, saying that they will “help to prevent conflicts with neighbors caused by unfamiliarity with the local language, rules, and customs.” He continued: “Japan’s path forward depends on its ability to integrate foreign nationals and build mutually beneficial relationships.”

Coincidentally or not, foreign enrolment in Japanese language schools is at record-high levels. Ministry of Education, Culture, Sports, Science, and Technology (MEXT) data show 294,200 international students learning Japanese within Japan as of November 2024 – 30,000 more than in 2023.

While there are no system-wide, standardised pathways from Japanese language schools to Japanese universities, individual institutions do establish that pipeline. Some language schools even offer scholarships to encourage progression to certain institutions – you can see .

It is likely this pipeline will strengthen as the Japanese government turns ever more from a volume-based conception of international recruitment to a more selective one related not only to economic goals, but also to social ones.

For additional background, please see:

• “Japan market report: A dual focus on attracting international students and sending more Japanese students abroad”
• “From the Big Four to the Big Fourteen”
• “Japan surpassed its foreign enrolment target of 400,000 in 2025”

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The data comes from the JAOS Research Institute and is based on a survey in 2025 of 41 of its members. Unlike data from Japan Student Services Organization (JASSO) and the Japanese government (MEXT), which focuses primarily on degree-seeking and/or exchange students, JAOS’s survey broadens the focus to include working professionals and K-12 students. In doing so, it rounds out the JASSO and MEXT numbers for a comprehensive understanding of Japanese student mobility.

The government target for outbound mobility is to have 500,000 Japanese students studying abroad by 2033. There has been progress towards this goal, and group-based educational travel – versus individual travel – is the main reason for this.

Group travel is on the rise, individual outbound is down

Collectively, the 41 service providers surveyed sent 168,930 students abroad in 2025, of whom 138,420 went for “Overseas Educational Travel” (e.g., group tours and study trips). The remainder (30,510) opted for going abroad on their own to study in a language school, participate in a working holiday, or pursue a degree.

Two trends emerged in 2025: educational travel is becoming a more popular option in Japan (82% of the market), while significantly fewer students are going abroad for individual studies (-43.5% in 2025 compared with 2024).

This decline, says JAOS, is largely due to two reasons:

• Students no longer have to study abroad to learn English. This has turned into an option rather than a need because the International Baccalaureate (IB) as well as Cambridge International programmes are now widely available in Japanese schools.

• Dual diploma programmes and foundation courses are now common in the country, and so students can prepare for foreign degrees at home before travelling abroad.

JAOS notes: “These options have turned study abroad into a diverse path rather than a simple binary choice of ‘going or staying.’

A younger crowd

Students from junior high schools, high schools, and local governments made up 85% of the education travel segment for JAOS member schools in 2025, with the remainder from universities and vocational schools.

Top destinations overall

Australia is the favoured destination, followed by Taiwan and the US (Chart 1). Significant numbers of students also travel to Singapore, the UK, Canada, the Philippines, New Zealand, South Korea, and Malaysia.

Of Australia’s draw, JAOS says:

“Australia’s popularity is attributed to the widespread availability of Japanese language education and a school calendar that aligns well with Japanese travel seasons. It is also viewed as a stable and safe English-speaking alternative to the USA amidst policy uncertainties and safety concerns.”

The survey also found rising interest in Asian destinations including Taiwan, Singapore, Philippines, and Malaysia. Reasons for this, says JAOS, include “proximity, lower costs, and the availability of English-taught programmes at international branch campuses.” The association adds that students are aware of tightened international student policies in Canada and Australia and of the anti-immigration rhetoric of the current US administration. These conditions are also propelling Asia’s rise in popularity among Japanese students.

Destination preferences across different market segments

For educational travel, there are distinct preferences depending on students’ age (Chart 2). Among younger students – a much larger sample segment than university/vocational students – Taiwan and Australia are where the largest numbers study. University and vocational students are more spread out across destinations for educational travel, with Australia, the UK, and US in the top three positions

As for Japanese students going abroad on their own (Chart 3), most are language students (65%) who enrol in programmes of under three months. The next-largest segment (16%) is also language-focused, but for studies lasting for longer than three months. Just under 9% are high-school students.

New Zealand is the main draw for junior high and high-school students participating in private or exchange programmes rather than language-specific programmes, commanding 54.5% of this niche market. Canada and Australia round out the top three, and JAOS says all three countries have good reputations for providing strong student supports – which is of course very important for younger students.

Other factors influencing Japanese student mobility

Affordability is ever-more a concern in Japan. The yen has been weak against the US dollar for months, making travel to many destinations more expensive. And, as in Europe, Japan is facing inflationary pressures due to the US–Israel/Iran war and its effect on oil supply and prices. Costs are rising, household purchasing power is eroding, and consumer confidence is fragile. More affordable Asian and EU destinations are increasingly appealing in this context.

Students also have more reason than ever to remain in Japan for university studies. Japan has an exceptionally low youth unemployment rate (3.9% in 2025), thanks in large part to its rapidly ageing population. This demographic shift is the main reason that young Japanese have excellent job prospects right out of university, in contrast to recent graduates in many other countries. There are widespread skills shortages across the Japanese economy, creating a strong position for young Japanese graduates to not only to land a desirable job, but also to negotiate salaries and positions.

Despite these trends, there is enduring motivation for Japanese students to go abroad both for English-language and degree studies. Speaking with the last year, Tatsuhiko Hoshino, an international relations officer at (JAOS) said:

“Many Japanese people feel both admiration and a sense of inferiority when it comes to acquiring English proficiency. They keenly recognize that studying English domestically does not sufficiently build their language skills, and as a result, they are strongly motivated to improve their English through studying abroad.”

This suggests that if Japanese students have the option of study abroad for English in particular, they prefer this to study at home. But price sensitivity is increasing due to foreign currency issues and the conflict in the Middle East. Understanding which prospects have become more influenced by the costs of studying and living abroad will be key to remaining competitive in Japan.

For additional background, please see:

• “Japan surpassed its foreign enrolment target of 400,000 in 2025”
• “Japanese outbound numbers reached 90% of pre-pandemic levels in 2024”

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But agent use is rare in the ascending study abroad destination of Japan. The number of international students in the country increased by to 435,200 in 2025, up +8.2% over 2024. The jump was driven by a record number of student commencements, and it means that Japan has already surpassed its target of 400,000 international enrolments by 2033.

This growth inspired ���Ϲ��� to participate in a study on Global Agency Perspectives on Japan. ���Ϲ���’s Martijn van de Veen and Megumi Kawai co-authored the study with Shigetoshi Akamatsu, International Officer at Waseda University, and with Dr Hiroshi Ota, Professor at Hitotsubashi University as a senior advisor. The team gathered survey responses from more than 300 agencies from 68 countries through the first quarter of 2026 and found that 79% of responding agencies have never formally partnered with a Japanese university.

Unlike in the Big Four, there is a murkier understanding in Japan of what agents are and what they can do. Agents are often seen as “brokers” responsible for transactions rather than services – an understanding that would apply to a mere fraction of agents worldwide.

Dr Hiroshi Ota offers an important correction on this point:

“There is a persistent misconception in Japan that agencies are merely ‘brokers.’ In reality, professional, accredited agencies act as highly experienced education consultants that are essential for sustainable growth.”

An “indispensable” asset

A found that 92% of more than 500 colleges and universities surveyed across North America, Australia, and the UK consider agents “indispensable for recruiting international students.”

The Global Agency Perspectives on Japan survey illuminates why this is the case. Of the agents surveyed:

• 97% manage application and admission support;
• 95% provide students with initial counseling and career guidance;
• 92% handle visa and pre-departure briefings (one of the most complex hurdles for students entering Japan);
• 90% actively promote their partner schools and institutions on social media;
• 70% represent their universities at international student fairs.

These are all crucial components of moving prospective international students from awareness to enrolment.

Agents want to work with Japanese partners

The Global Agency Perspectives on Japan survey found great interest among agents to work with Japanese universities (a score of 4.4 out of a possible 5 for “very high” interest).

For Japanese higher education institutions, this strong demand on the part of agents provides potential access to an immediate global footprint that would otherwise take years to build.

When asked what they thought were main barriers that could prevent students from considering study in Japan, the consensus was lack of awareness about what Japan offers. Three-quarters (75%) cited “lack of awareness/brand recognition of Japanese universities,” and the same proportion cited a “perception that programmes are not taught in English.” More than half (52%) pointed to “lack of information and marketing materials from universities.” These three reasons were much more frequently mentioned than other concerns that are less solvable, such as competitiveness from other destinations (38%), limited post-study work opportunities (31%), and difficult visa procedures (29%).

Said one respondent, “The main reason [for not working with Japanese partners] is that we didn’t have enough information about Japanese universities, particularly the selection process for African students.”

“Our focus has previously been on other destination markets, and we are now preparing to expand into Japan,” said another.

Responding agents were also quick to point out Japan’s strengths as a study destination, noting especially Japan’s reputation for technology innovation, the quality of Japanese education, career opportunities for foreign graduates, and the relative affordability of study in Japan.

As one respondent said, “Japan’s biggest advantage isn’t just culture or technology – it’s that Japanese education is directly linked to real job opportunities in high-growth industries.” Another agent added that, “Japan’s single greatest selling point is its unmatched combination of world-class technology and engineering education and extremely affordable study and living costs compared to other top destinations.”

Why Japan is expanding and diversifying its international enrolment

While Japan’s aging population is a significant concern, the crisis facing higher education is even more acute: the number of 18-year-olds has already halved from its 1991 peak of 2.07 million to just 1.06 million in 2024.

With this demographic projected to fall to 0.88 million by 2040, Japan must attract international talent at an unprecedented scale – not just to fill classrooms, but to create a pipeline of skilled graduates who can join the local workforce and support the government’s broader economic goals.

Currently, Japanese universities are heavily reliant on China, Nepal, Vietnam, South Korea, and Myanmar. These five countries contribute nearly 80% of Japan’s international student body. To diversify beyond these markets and to attract top researchers from advanced economies, Japan needs prospective students to understand that there are:

• Many English-taught programmes offered by leading Japanese universities;
• Newly improved Japanese-language supports for foreign students and workers to better integrate them into society and the economy.

This is especially urgent given the increasingly competitive marketplace for international student recruitment and as Japan is now working hard to attract the world’s best students, alongside other top Asian competitors such as China, Malaysia, and South Korea.

For additional background, please see:

• “Japan surpassed its foreign enrolment target of 400,000 in 2025”
• “From the Big Four to the Big Fourteen“
• “Canada and the US are losing international student enrolments to Europe and Asia“
• “Asia ‘consolidating as the leading destination region’ for international students“

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This means that Japan has already surpassed its target of 400,000 international enrolments by 2033.

Faced with a rapidly ageing population, Japan is intent on attracting foreign students and workers – and encouraging them to stay to work in crucial sectors and occupations. Of the overall number of foreign workers in Japan right now,  Over the past decade, the number of highly-skilled foreign workers has increased more than fivefold.

Integration issues

While the need to offset population decline is real, the new government, headed by Prime Minister Sanae Takaichi, is also aware of about the rapid influx of migrants. Public unease is centred on immigrants who either cannot (e.g., because of language barriers) or do not attempt to conform to Japanese societal norms. In response, Chief Cabinet Secretary Minoru Kihara made a about increased language supports for incoming students and workers – as well as a doubling of the time needed to gain permanent residency.

In June of 2025, there were – the highest number ever.

The language debate

Japanese is considered to be one of the most difficult languages for native English-speakers to learn, which creates a number of challenges for Japanese companies and universities.

A rising proportion of universities are offering English-only degrees – and some believe this is unfair to Japanese students whose previous schooling is almost totally in Japanese. But many universities say they need English-language programmes to (1) attract top students who do not speak Japanese and (2) pursue research projects with other countries and institutions.

As the notes:

“Universities across the world are competing for the best students, but the reality is that most of the world’s students and researchers don’t speak Japanese …. For many Japanese universities, English-medium instruction, or EMI for short, has become a competitiveness tool.”

The Times continues: “Research that Japan’s top schools want to be part of is conducted in English. If engineering, energy or climate research is being published and updated fastest in English, then waiting for materials to be translated and teaching in Japanese introduces a lag that Japan’s universities can no longer afford when considering international rankings.”

Three universities will increase their foreign student intake

On 17 February, Japan’s Ministry of Education, Culture, Sports, Science and Technology (MEXT) announced that it would allow three large national universities – Tohoku University, Hiroshima University, and University of Tsukuba –

This is an exemption from the overall rule that universities enrolling more international students than mandated by the Ministry lose their permission to develop new faculties. That rule is meant to prevent universities from overwhelming campuses with international students, some of whom are not proficient in Japanese. The greater total student populations of Tohoku University, Hiroshima University, and University of Tsukuba allow them to absorb more foreign students than others in the country.

The move to higher international tuition fees

The Ministry of Education is encouraging universities to raise their tuition fees for international students in order to better support them with language and other services. Until 2024, national universities had not been allowed to charge international students more than 1.2 times the fees of domestic students – but this cap is no longer in place.

Universities deciding to increase fees :

• Tohoku University, where international tuition will rise to 900,000 yen (about US$5,900) per year for undergraduate and master’s programmes in 2027
• The University of Tsukuba, where the increase will be to 608,800 yen annually (about US$3,930)
• Hiroshima University, which has said it will raise fees for incoming undergraduate students in the near future.

Still, these are very low annual tuition fees compared with those in most top study abroad destinations.

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Keystone Education Group’s 2025 data reveals a dynamic year for international student mobility, with some sharp declines across traditional powerhouses alongside rapid growth in emerging destinations.

The data, drawn from millions of annual student search indicators and enrolment data, shows that international student mobility is increasingly being shaped by a combination of supply-side policies and demand-side preferences among students.

Fredrik Högemark, CEO of Keystone Education Group, said: “This year has been one of the most volatile we’ve tracked in our data. Students are weighing affordability and safety more than ever, and as return on investment becomes a necessity, this is leveling the playing field beyond the ‘Big Four’.”

“Policy changes announced mid-cycle in 2025 forced students to rapidly adjust their plans, while we have also observed numerous anti-globalisation measures that have inadvertently affected international education.”

Since fall 2023, international interest in the US across Keystone’s platforms dropped by -47%.
However, the growth of post-study work opportunities and OPT continues to influence enrolments in the US, particularly with the two largest source markets – India and China.

And, when we look at the second half of 2025 in isolation, interest in the US is showing signs of stability again and it remains the most searched destination across Keystone sites.

The decline in US interest, while extreme, is not the steepest globally. Canada and Australia also experienced similar drops in interest over the same period.

For Australia, this trend also might be starting to turn for 2026, with early indications in Keystone’s Q3 2025 data showing a more positive outlook – with search interest up +8% compared to Q2 in 2025.

The UK was Keystone’s second leading study destination in 2025, recognised globally for its academic reputation. Beyond its reputation, Keystone’s 2025 State of Student Recruitment Report found the UK also ranks highest for reputation and safety of the Big Four.

Fredrik added:

“We have seen very strong trends for UK study across Keystone’s platforms this year and data from September 2025 also showed study visa applications are up 7% over 2024, so the environment had been looking stable for 2026. However, the news in October of a shorter post-study-work entitlement in the UK will likely have an impact on interest there. The question is how much impact?”

Europe as a collective also continued to amass student interest, particularly at the end of 2025, with five of the top 10 searched destinations in November in Europe.

Spain, Italy, Germany, and France all recorded more student search interest than Canada and Australia, with Spain’s search volume rivalling the UK’s popularity.

Nordic destinations have also experienced an upward trend, with a +33% rise in interest as of April 2025. Meanwhile, the UAE continues to build its profile as a global education hub, with Keystone data showing a near +90% increase in search interest for UAE study opportunities in June 2025.

It has also been a breakthrough year for the Asian Tigers – Malaysia, Singapore, Thailand, and South Korea.

Malaysia led the surge with a +64% increase in student searches from March to May on Keystone sites, followed by Singapore with +51%. Japan’s popularity also grew in this period, while South Korea entered the top 10 study destinations for the first time.

Fredrik added: “It is no surprise South Korea and Japan are growing in popularity. Japan has a very pro-international policy – it is launching more and more English-taught programmes and the good collaboration between higher education and the government is evident. South Korea is in a similar situation. Both have been fully embracing and supporting international education.”

West Africa was an unlikely player in 2025 but saw a surge in searches from international students, with a +25% increase in interest in the region on Keystone’s sites between May and July this year.

For additional background, please see:

• “Global trends in international enrolments and policies as we head into 2026”
• “Canada and the US are losing international student enrolments to Europe and Asia”
• “The changing face of international student mobility”

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South Korea’s Deputy Prime Minister and Minister of Education Ju-Ho Lee said: “We are proud that Seoul has been recognised as the best student city in the world. This achievement reflects the global confidence in Korea’s higher education system and highlights Seoul’s ability to blend academic excellence with vibrant culture, cutting-edge innovation, and a safe, welcoming environment.”

The QS ranking evaluates 150 cities across 58 countries and territories. The US and UK are the most represented, with 16 cities each, and, historically, cities in those two leading study destinations, along with those in Europe, have dominated the table.

Not so in 2026, however. Joining top-ranked Seoul are Tokyo (#2), Singapore (#11), Kuala Lumpur (#12), Beijing (#13), Taipei (#14), and Hong Kong (#17). Beijing and Taipei were the biggest movers at the top of the table, gaining 18 and 12 spots respectively since the 2025 ranking and entering the top 20 for the first time.

“There has been significant movement among the top 20 cities,” says QS. “Now, 10 of the top 20 cities are in Asia Pacific, highlighting the region’s increased influence on global higher education.” As we see in the following chart, that total includes long-standing, high-profile destinations in the region, such as Melbourne and Sydney, but we also see rapid gains for other major centres, notably Taipei and Beijing. That movement up the ranking table reflects the strength of the higher education institutions in each city, but also that a number of these destinations are also scoring higher in the QS ranking for factors such as “student mix” (which reflects the proportion of the student population in each city compared to total population) and affordability.

On the important question of cost, QS adds that, “While the top cities excel in many of our indicators, affordability is a persistent challenge. Low affordability may lead to international students looking outside the big four destinations or staying in their home country. London’s declining affordability was a significant driver in it losing its top spot.” A related comment from echoes the point, noting that, “The cost of living in London remains a growing concern for prospective students. While the city continues to offer a wealth of academic and professional opportunities, rising rent, transport, and living costs have lessened its appeal relative to more affordable alternatives.”

The 2026 city rankings also reflect the growing strength – and ambition – of study destinations across Asia. Japan, for example hosted more than 336,000 students in 2024, growing 21% from the year before. South Korea’s foreign student population reached 208,000 in 2023 (24% growth year-over-year) against a national goal to attract 300,000 students by 2027. Taiwan welcomed 125,000 visiting students in 2024 but wants to reach 320,000 by 2030, and Malaysia aims to host 250,000 students as of this year.

For additional background, please see:

• “South Korea on track to attract thousands more international students within the decade“
• “Beyond the Big Four: How demand for study abroad is shifting to destinations in Asia and Europe“
• “Global survey underscores demand shift from ‘Big Four’ to ‘Big Ten’“

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Looking inside the numbers, JAOS adds that, “The survey also included, for the first time, study tours organized and recruited by junior and senior high schools or local governments, which JAOS member agents planned and supported. These accounted for 15,345 students, or 22% of the total number of study abroad participants.”

The 2024 survey reveals some shifting destination preferences among Japanese students with the United States and Philippines recording notable declines of -13% and -18% respectively. Australia appears to be the main beneficiary of those shifts, with a +34% surge in student numbers last year. “Australia, which increased by approximately 4,300 students, overtook the US as the most popular destination. While Asia including the Philippines, Malaysia, Singapore, Taiwan, and South Korea surpassed 2019 levels, destinations in Oceania and North America have not yet fully recovered.”

Nearly six in ten (57%) students referred by JAOS members went abroad for language programmes of three months or less. Group study tours accounted for nearly a quarter (22%) of outbound volumes in 2024, with language programmes of more than three months making up 10% of Japanese enrolments last year.

Bigger things ahead?

At a March 2023 meeting of the Council for the Creation of Future Education, Prime Minister Fumio Kishida set some ambitious targets for student mobility, both in and out of the country. The Prime Minister said at the time, “We will formulate a New Plan on Overseas Student Dispatch and Foreign Student Acceptance, which includes not only the acceptance of international students, but also the overseas dispatch of Japanese students and others, replacing the current 300,000 Foreign Students Plan. Based on today’s discussion, I request the members to establish new specific indicators, such as achieving the overseas dispatch of 500,000 Japanese students and acceptance of 400,000 foreign students by 2033, in the plan.”

The annual JAOS survey, along with data collected by the Japan Student Services Organization
(JASSO) and the Ministry of Education, Culture, Sports, Science and Technology, aims to provide a more complete picture of Japanese outbound numbers and enrolment patterns.

For additional background, please see:

• “Japan market report: A dual focus on attracting international students and sending more Japanese students abroad“
• “Foreign enrolment in Japan reached record levels in 2024“
• “Survey of Japanese agents indicates significant recovery in outbound student numbers for 2023“
• “Japanese students increasingly returning to study abroad“

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The from the Japan Student Services Organization (JASSO) indicates that Japan has already met its first goal and is well on its way to reaching the 400,000-student target as well.

JASSO reports that there were 336,708 international students in Japan as of 1 May 2024, representing a 21% increase year-over-year and moving Japan comfortably its that pre-COVID benchmark.

Nearly all students (96%) were self-funded, with the balance a mix of scholarships from either the Japanese government or foreign governments. More than two-thirds (68%) were enrolled in higher education, with the remaining 32% studying in Japanese language schools.

Of the students in higher education institutions in 2024 (229,467), 25% were pursuing graduate studies, 40% were in undergraduate or junior college programmes, 33% were enrolled in professional training colleges, and the remaining 2% were following university preparatory courses.

Where do students come from?

More than nine in ten (92.5%) of international students in Japan come from elsewhere in Asia. As the table below reflects, China is the number one sending market by a considerable margin, followed by Nepal, Vietnam, Myanmar, and South Korea. Those five markets accounted for nearly 80% of Japan’s foreign enrolment in 2024, whereas the top ten sending markets provided 90% of the enrolment base last year.

Nepal was an important driver of overall growth, with the number of Nepalese students in the country growing by more than 70% year-over-year. (Government officials in Nepal have previously confirmed that Japan was the most popular destination for Nepalese students last year.)

The Kanto and Kinki prefectures – which are, respectively, home to the major centres of Tokyo and Osaka – hosted just over three out of every four international students Japan last year.

The vast majority of students (70%) were studying humanities or the social sciences, with another 14% enrolled in science or engineering programmes.

For additional background, please see:

• “Japan market report: A dual focus on attracting international students and sending more Japanese students abroad“
• “Tracking the internationalisation goals for 10 leading destinations“
• “Japan aims to rebuild foreign enrolment by 2027“

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