Study finds strong agent interest in partnering with Japanese universities
- Education agent use is very low in Japan compared with other leading destinations
- Japanese institutions face barriers in diversifying their international enrolments, mostly because of low brand awareness in many sending markets
- Agents surveyed by ICEF report strong desire to work with Japanese partners but challenges remain in doing so
For many years, institutions in the Big Four (Australia, Canada, UK, and US) have partnered with educational agents to achieve a desired quantity and quality of international enrolments.
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 ICEF to participate in a study on Global Agency Perspectives on Japan. ICEF’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 2023 Flywire survey 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.
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