The Korea Overseas Study Association (KOSA) works to maintain high standards among its member agencies, but must contend with an agent-skeptical public and government. The PIE caught up with the president, Sungho Han.
The PIE: What does KOSA do?
SH: We are an association of Korean overseas studies consultants. We work for members and overseas study clients, we have 70 members and were established in 1992 – this year’s our anniversary. We help members by discussing with them how we can develop our industry and how we can give better service to our clients. We do this through seminars, meetings and training courses. If an agency and client have a quarrel we can also mediate and help them resolve the problem.
The PIE: Do you lobby the government?
SH: We do, but it’s not easy discussing our industry with them. I think they’re only interested in the public education side of things. At least 300,000 Koreans go abroad every year but only around 100,000 come here. They see the rate as a minus 200,000 balance. They’re only interested in the financial gains and losses. As most of our members send students overseas, I believe they think we are the enemy of public education. Nowadays you can see many universities saying “this is real” – we have to work with agencies. But the government doesn’t understand the changing circumstances.
The PIE: What’s behind this distrust? After all, the Korean agent market is huge.
SH: Education is very important thing for my country. We say that the king, teacher and father are the same. This is Confucianist philosophy. So education is not viewed under an economic category in Korea. It’s very sacred and untouchable in a way. But our business of sending students abroad is secular in this regard.
It’s not always the case: sometimes the government asks about our overseas studies market and how can they protect our students overseas, and we’re happy to give them information and discuss the issues. The fair trade offices ask us about regulations and we give our suggestions. Universities are also starting to change. We offer them membership training courses and distribute information for them throughout our network. Also the foreign diplomatic offices want to promote their countries’ education through us.
“Nowadays you can see many universities saying “this is real” – we have to work with agencies”
The PIE: What are the other challenges in the Korean agent market?
SH: There has been a lot of competition surrounding discounts. To survive in the competitive agent market small operators give big discounts. This puts pressure on other agents. Also these discounting agents often don’t give good information or high levels of service. They’re not interested in placing students in good schools, only in the financial gains.
The other issue is that many Korean universities bypass agents when placing students abroad. They already have links or exchange programmes with foreign universities. This is a big challenge. Agents have also lost some part of the public’s trust in recent years due to a minority of rogue companies, which is why some students are trying to find foreign schools by themselves, not through agents.
The PIE: Can you win back that trust?
KOSA got together and screened our agencies and advertised to our clients and universities
SH: I believe trust will increase because most weak and bad companies have fallen down already, but problems still happen. That’s why KOSA got together and screened our agencies and advertised to our clients and universities, so I’m sure trust will recover soon. [More>>]
The PIE: How are you working with Asian neighbours to increase flows of students between you? Do you see more collaboration coming up? [more>>]
SH: We need to meet with each other and discuss relevant issues. At least 70% of the students from Asian nations go to Europe and America, but internal study within Asia is becoming much more common these days. European students study within Europe and I would like to see this happen more in Asia too, but we need to understand each other better in Asia.
European countries discuss educational integration through the Bologna Process and Erasmus Mundus for example, but Asian governments are too slow. They have a lot of barriers to it, but we need to share information and ideas. KOSA will be going to China next month to do just this.
The PIE: We’ve reported on the Beijing Overseas Study Service Association’s Green Pathway scheme which enables Chinese students to avoid fraudulent agents when applying to Korean universities. Is KOSA planning similar schemes?
SH: The Green Pathway is a brilliant idea. We’re always discussing ideas like this among the KOSA directors. What I can say is that we will work more to help foreign associations such as the Taiwan Overseas Study Association (TOSA) and BOSSA understand what Korean students need and want. They will also help us understand their students’ needs and wants. If we can achieve this I’ll be happy.
The PIE: What trends do you forecast for Korean study abroad in 2012-13?
SH: English is very important part of our lives – we are an open society, we trade with many countries. So as time goes by, I think English will become even more important and more Koreans will want to study it. However, I foresee more Koreans choosing to stay in Korea to learn. I don’t agree with this – immersion abroad is the best way to pick up the highest standard of English and become really fluent.
“The Philippines will grow, because it’s cheap and nearby. South Africa’s becoming more interesting too”
The PIE: What about destination trends?
SH: I think that the USA will remain the most popular for Koreans. I’m not sure about Canada, Australia and New Zealand. The Philippines, Malaysia are still popular, India and Indonesia too. The Philippines will grow, because it’s cheap and nearby. South Africa’s becoming more interesting too. European countries are still attractive, but it’s tough from here. Many Koreans go to the UK or Ireland – they will grow I think.
The PIE: You get to travel around Asia quite a lot. What do you like best about the continent?
SH: I like local food! Sushi and noodles are great in Japan. Thailand is great for soup. It’s also very comfortable and familiar travelling in Asia. When I speak English in English-speaking countries I’m not great, but in Asia people’s English is also not great and we can understand each other very well!
