JAPAN EDUCATION MARKET PROFILE

1. Introduction
Until the mid-1990s, studying English abroad or having an overseas experience through the
Working Holiday scheme was perceived to be an activity mainly enjoyed by people in their
twenties. However, as the concept of studying abroad began to increase in popularity, the market
diversified to include high school, vocational and academic programmes. Nowadays, students
from pre-school to the senior generation head overseas in the hope of acquiring a certain level of
English language and/or experience different cultures.
New Zealand is seen as a safe, clean and green destination for study. It has also gained a
reputation as a land of friendly people. This image has attracted those who wish to take time to
leave a stressful life in Japan. For parents, it is also a preferred country to send their child to
study, both in terms of safety and the quality of education New Zealand offers.
The United States, the United Kingdom, Canada and Australia have significant representation in
Japan, providing opportunities to potential students, agents and schools to meet with institutions
during their own annual fairs. Ireland and France have also started promoting themselves heavily,
producing a range of directories in the Japanese language.
Japan is the worlds second largest economy and a dominant economic force in Asia with
tremendous influence in regional trade and investment flows. The countrys influence on world
trade is also significant due to the size and sophistication of its export industries, and its high level
of overseas manufacturing investment. It is also New Zealands third largest export market.

2. Local Education System

The education system is called the 6-3-3-4 system. School is compulsory for a total of nine
years, from the age of 6 to 15. Students spend six years in elementary school and three years in
both junior and senior high school. On completion, students have several options for studying at
tertiary level: university (four years), junior college (two years) or specialised training colleges
(senmon gakko).
Students are required to sit an entrance exam to study at a university or college. The exams are
often very difficult and force students to study hard at an early stage, in some cases from
kindergarten level. This is due to the fact that some prestigious universities have affiliated schools
(from kindergarten to high school) which enable students to automatically staircase on to the next
level once gaining entry into kindergarten. Through the 1980s, parents did not hesitate to invest
money for their children to attend cram school and give them a better chance at entering a
prestigious university. However, since the beginning of Japans economic recession in the early
1990s, there have been two key factors which have led parents to consider overseas educational
opportunities for their children, which is becoming an ever increasing trend:
Lack of stability in the job market with many companies restructuring and forcing early
retirement. Lifelong employment is no longer the norm for Japanese workers. Employees are
seeking courses that will help develop their skills in order to retain/find their job.

JAPAN 2007 EDUCATION MARKET PROFILE

ISBN: 978-0-478-30634-7

Japans education system has not been able to keep up with global trends, and universities do
not rank highly against worldwide institutions in terms of research quality. Lack of school
management skills, and a high incidence of bullying and truancy has led to a lack of distrust in
the education system.

3. General Advice for NZ Education Providers

Studying overseas is no longer perceived to be a special event in this market. Peoples interest
varies, from short-term to long-term, and from purely learning English to English plus, academic
and hobby-type programmes. It is therefore necessary to identify which programmes to target and
prepare presentation materials, preferably in Japanese.
It is also important to note that Japan is ageing fast. The declining younger population is leading
to heated competition among domestic schools and universities. Approximately 30% and 41% of
private universities and junior colleges failed to fill their student quotas respectively in 2005,
forcing some of them to close or to merge with institutions under similar conditions.
Although the spread of internet is affecting their business, agents are still the driving force for
potential students and parents to make decisions. A large number of agents are providing
information through guidebooks, websites and seminars. Some of the established companies are
adding value through offering support services via offices located in New Zealand.
An increasing number of agents organise study abroad fairs in May and/or October, inviting
institutions they closely work with. It is a good opportunity to meet with prospective students and
gain wider exposure to the market; however this is only one of many options and not a
compulsory promotional activity.
Institutions need to bear in mind that Japan is also an important market for our competitors and
agents are constantly being approached by overseas institutions. Many competitors place
advertisements in study-abroad guidebooks, and many participate in fairs. If New Zealand has no
representation in these activities, it is easy to get lost in the crowd. Therefore it is extremely
important to keep a presence in the market to win the attention of the agents and prospective
students.

4. Sector-Specific Advice for NZ Education Providers

4.1 Undergraduate & Postgraduate Courses
The United States and the United Kingdom are traditional destinations for Japanese students
when they consider acquiring a degree overseas. Although this trend is gradually changing, New
Zealand needs to put more effort into raising the profile of this sector. There are opportunities in
Year Abroad programmes, as an increasing number of university students are interested in taking
a year off to experience overseas study, often undertaking a course similar to what they major in.

JAPAN 2007 EDUCATION MARKET PROFILE

ISBN: 978-0-478-30634-7

4.2 Vocational & Technical Qualifications

Since studying English abroad is becoming common practice, acquiring English skills alone is no
longer attractive to employers. Students therefore are looking for vocational courses to up-skill in
the face of an increasingly competitive employment environment. Interest varies from tourism,
design nursing and landscaping programmes.

4.3 Secondary Schools

Australia and New Zealand are seen as favourable destinations for secondary studies among
agents, parents and schools (both long- and short-term), due to the perceived safe environment
and reasonable tuition/living costs. Institutions from outside the main centres in New Zealand
could be doing more to promote their location. Given that the majority of Japanese people have
little knowledge of regional areas (apart from Auckland and Christchurch), a one-page summary in
Japanese that also explains about what the town offers to students would be helpful.

4.4 English Language

Acquiring English language skills remains a major interest for many people. Many Japanese
companies provide courses that suit the individual needs at a favourable price. To add to this
heated competition, the United States, the United Kingdom, Canada, Australia, Ireland and New
Zealand are fighting over the remaining share. Institutions are therefore required to make more
effort by visiting the market regularly or to update their websites to show interest in the market.

5. Future Trends in the Market

An increasing number of people will look for specific courses that meet their demands, i.e. the
market will diversify even more to suit individual needs.
More Japanese high schools and junior colleges will change their holiday type programmes to
long-term (from one term to one year), allowing credit transfer.
Due to the declining birth rate, more universities will close or merge with other institutions to fill the
required intake quota. Japanese universities will be pressured to restructure; some of them will
allow students to study overseas for a certain period of time.

6. Competitor Activity & Statistics

UNITED
STATES

UNITED
KINGDOM

CANADA

AUSTRALIA

NEW
2
ZEALAND

(2005)

(OVER
6
MONTHS 2004)

(2005)

(2005)

University

42,215

6,604

1,155

3,471

505

Polytechnic/PTEs

N/A

N/A

4,932

617

ELS

10,804

N/A

8,068

11,820

3,109

(may

include ELS)

N/A

(2004)

JAPAN 2007 EDUCATION MARKET PROFILE

ISBN: 978-0-478-30634-7

Secondary3

N/A

N/A

1,067

1,611

1,530

number of student visas issued only

Source: Ministry of Education (2004)
3
includes students enrolled at primary schools
2

The United States has strong positioning in the Japanese market due to the wide range of
courses the institutions offer and low entry requirements. They offer a range of seminars in major
cities. The Japan-US Educational Commission (JUSEC-Fulbright) is the promotional arm in this
market.
The United Kingdom is also seen as a destination for higher education studies. Many institutions
are offering Year Abroad programmes with an April intake, matching the Japanese school term.
Recently, the British Council has started organising a series of boarding (high) school seminars in
Tokyo, Osaka and Nagoya.
Canada is gaining popularity as a destination for language and tertiary studies, enabling students
to enter the country without a student permit when registered in courses of less than six months.
Australia is promoting very aggressively through AEI and Austrade with student fairs held in six
major cities, regular advertisements in print media and regular events at the Australian Embassy.
Ireland has also emerged as a competitor and is active in promoting itself as a study destination.
They send tertiary missions to meet with Japanese universities and agents every November.
All competitors have a comprehensible library, where a wide range of information on schools is
available.

7. Strategy

It is necessary for the institutions to set a long-term strategy for this market Japanese
people do not trust a newcomer unless a stable relationship is established. Therefore it is
important to visit the market regularly and update the agents in order to secure students. This
might take 2-3 years.
Having information available in Japanese (brochure and/or website) would enable agents and
potential students to shorten the decision-making process and to differentiate between
institutions. Make sure to include lots of photos of both international and New Zealand faces,
as generally Japanese wish to be in a completely different environment and make friends with
local students.
In order to strengthen the relationship with agents, listen to their needs discuss what you
can do to help them encourage more students to study in New Zealand. Dont forget to follow
up all market visits with thank you messages.

8. Helpful Hints

It is important to communicate with agents and to visit the market regularly. Japanese
companies will not easily trust clients unless a good relationship has been developed. Unless
you make a constant effort, it will not result in ongoing student numbers.
JAPAN 2007 EDUCATION MARKET PROFILE
ISBN: 978-0-478-30634-7

Building relationships is crucial as information is often more freely exchanged in informal

social situations. Punctuality is a virtue, as is patience; bear in mind that most decisions are
reached by consensus, which can take time.

It is customary to visit agents offices if you wish to gain their attention. Asking them to come
to the hotel may not leave a good impression. By visiting the office, you may also get to know
more about their operation. Make the necessary arrangements at least two weeks prior to the
visit. If an urgent matter happens which prevents you to visit the agent, make sure you inform
the company.

When you are requested to supply promotional materials, do not simply send the copies.
Make sure to include a cover letter thanking the agent for their interest. In other words, do not
forget to offer a personal touch to show how much you care for this market.

It is important to have a grasp of the strict rules of etiquette that the Japanese follow. For
instance, the exchange of business cards is mandatory in both social and business settings.
The giving and receiving of cards is a solemn gesture. Use two hands, and examine a card
carefully then leave it out on the table until the meeting is over. It is not appropriate to use
business cards translated into other languages, no matter how similar the characters may be.

If Tokyo is on your itinerary, expect to be overwhelmed at times by the scale of it. With 30million-plus people, it is the worlds largest city by a long shot. The taxi fare into central Tokyo
from Narita airport is too expensive for many travellers; the train/bus is much cheaper and
usually faster.

9. Public Holidays & Term Dates Tables

Public Holidays 2007
New Years Holiday
Coming of Age Day
National Foundation Day
Vernal Equinox Day
Greenery Day
Constitution Memorial Day
National Holiday
Childrens Day
Marine Day
Respect for the Aged Day
Autumnal Equinox
Sports Day
Culture Day
Labour Day
Emperors Birthday

1-3 January
8 in January
12 February (in lieu of 11th)
21 March
30 April
(in lieu of 29th)
3 May
4 May
5 May
16 July
17 September
24 September (in lieu of 23rd)
8 October
3 November
23 November
24 December (in lieu of 23rd)

JAPAN 2007 EDUCATION MARKET PROFILE

ISBN: 978-0-478-30634-7

Term Dates
Secondary Schools
Term One
1 April 20 July
Summer holiday
21 July 31 August
Term Two
1 September 24 December
Winter holiday
25 December 6 January
Term Three
7 January 20 March
Spring holiday
21-31 March
Please note the dates vary slightly by region in Japan.
Tertiary Level
Term One
1 April mid July
Term Two
1 September early February
(Winter holiday in late December early January)
Please note the dates vary significantly by university, junior college and private institution.

10. When To Visit

The best time of year to visit the Japanese market is either February-March or SeptemberNovember. Many agents hold their own fairs in May and October, inviting overseas institutions
that they work with. Therefore, it can be difficult to secure an appointment around this time, as
institutions participating in the fairs also seek appointments with other agents when they are in
town.
June is another possibility, however it is in the middle of the rainy season and institutions should
be prepared to get around appointments in wet and humid weather.

While every effort is made to ensure the accuracy of the information contained herein, New Zealand Trade and
Enterprise, its officers, employees and agents accept no liability for any errors or omissions or any opinion expressed,
and no responsibility is accepted with respect to the standing of any firms, companies or individuals.

JAPAN 2007 EDUCATION MARKET PROFILE

ISBN: 978-0-478-30634-7