In the era of the K-Pop, institutions have a golden opportunity to turn up the volume on college student recruitment and recognise the impact cultural trends can have on study locations and student preferences.
The global phenomenon of K-pop and Korean culture, known as the Korean wave or "Hallyu," has transcended borders, captivating audiences worldwide. This cultural surge has not only transformed the entertainment industry but also sparked significant interest in learning the Korean language.
As universities grapple with the decline in foreign language enrollments, there is a unique opportunity to capitalize on the rising popularity of Korean language programs as a strategic recruitment tool.
It also acts as inspiration or a good measure of how cultural events and trends impact what's popular with students.
The Surge of Korean Language
Korean has emerged as a prominent player in the global language landscape. In 2023, Duolingo reported that Korean surpassed Italian in its global language ranking, claiming the sixth position.
Moreover, according to the Modern Language Association's latest census, Korean became the 10th-highest-enrollment language in 2021, experiencing a remarkable growth of 38.3% since 2016.
This trend is part of a broader shift where Asian languages are witnessing a relative rise in higher education while overall foreign language enrollment has seen a sustained decline since 2009.
Global Beats, Global Seats: K-Pop's Influence on Language Enrollments
The widespread popularity of K-pop groups like BTS and Blackpink, along with globally acclaimed Korean TV-shows like Squid Game, has played a pivotal role in motivating students to learn the Korean language. Netflix's non-English most-viewed lists consistently feature Korean titles, showcasing the global demand for Korean content.
This cultural appeal opens opportunities for universities to strategically market their Korean language programs and Korea-fan communities to a diverse and enthusiastic audience. Not to mention, engage non-language students with the availability of Korean culture and entertainment student clubs and activities.
K-Pop Recruitment Magic: A New Groove for Campus Engagement
Say goodbye to traditional methods. It’s time to leverage the rise of Korean language and cultural interest to boost your student recruitment efforts. Let's head into a world where the beats of K-Lingo and the allure of Hallyu can help you create a dynamic recruitment campaign.
We have put together three ways to turn your campus into the ultimate destination for K-Pop enthusiasts and language lovers alike.
1. Dance to the K-Lingo Beat: Unleashing Cultural Excitement on Campus
Harness the power of K-Lingo and ride the wave of soaring popularity in Korean language courses on your campus. Engage students by encouraging participation and immersion in the culture. Activities like K-Pop dance parties, karaoke nights, and K-Drama workshops, as well as Korean cuisine experiences, are just a few examples of how you can attract K-fan students to your school while spreading the excitement to create new fans and connections. (And by the way, these activities are also extremely social media friendly.)
2. K-Fans Turned Ambassadors: Harnessing Enthusiastic Advocates with UGC
Why not let your campus K-Fans become your greatest ambassadors? Tap into the enthusiasm of your Korean language learners, K-Club members, and anyone passionate about Hallyu. Encourage them to share their K-Experience through social media, adopting user-generated content (UGC).
Let your K-Fans showcase the dynamic, vibrant, and diverse side of your campus through their eyes, turning them into ambassadors who resonate with the authenticity Gen Z users crave on social media.
3. 'Seoulful' Partnerships: Strategic Alliances for Global Impact
Forge 'Seoulful' partnerships with Korean government services and cultural organizations to align with the dynamic landscape of global engagement. In 2024, seize the opportunity presented by the Korean government's tourism mega roadshows in 25 major cities worldwide. This strategic tourism marketing move leverages the unparalleled popularity of Korean culture, creating a gateway for international collaboration.
Bring the authenticity of Korea to your campus through exchange programs, cultural events, and language immersion experiences. It's not merely about learning the language; it's about living and breathing the vibrant essence of Korea.
In a world where the K-Lingo buzz is real, don't just recruit students – recruit K-Dreamers who are ready to make your campus the ultimate destination for everything Hallyu.
K-Pop your way in and watch your university become the next big hit on the global stage.