Since the 1980s, Malaysia has been a reliable source of international undergraduate students for UK higher education institutions. However, with the rising cost of UK education and the depreciation of the Malaysian ringgit, the dynamics of this long-established market are changing.
Education as investment: considering the ‘long-term value’ of a UK degree
“The way students make decisions has definitely evolved,” says Phil Pedro, assistant headteacher, head of sixth form at Epsom College in Malaysia. “There’s a lot more thought going into things like long-term value. It’s no longer just about getting into a well-known university, but about whether the experience and outcomes justify the cost.”
Parents are also becoming more involved in the decision-making process. They are asking more detailed questions and are heavily weighing post-graduation employability into their future planning. Courses with practical components, such as internships or work placements, factor into their decisions, often augmenting their perceptions of value.
Pedro notes: “The conversations we’re having now go far beyond rankings – they’re about finding the right fit, balancing cost with opportunity, and thinking carefully about the path ahead.”
The conversations are about finding the right fit, balancing cost with opportunity, and thinking carefully about the path ahead
Students are casting their nets more widely than ever before
While the first-year-entry route has been typical for many Malaysian students going to the UK in the past, students are now considering alternative pathways.
“In recent years, we have seen growing interest in transnational education options such as twinning programmes, credit transfer pathways, and branch campuses as a more affordable and flexible route to obtaining a UK degree with less money being spent,” observes Eswary Govindasamy, senior executive – university placement at Sunway University.
Some are postponing their plans to study in the UK, opting instead to stay in Malaysia for their undergraduate degree and then going abroad for their postgraduate studies. The one-year duration of most postgraduate-taught courses is perceived to be more financially viable, with the added benefit of graduating with a higher qualification.
Additionally, as other Anglophone destinations such as the US, Canada and Australia become increasingly expensive – in step with the UK – Malaysian students and parents are exploring a wider range of non-traditional destinations.
East Asian countries, such as Japan, South Korea, and Hong Kong, have emerged as attractive options due to their cultural similarities and the generous scholarships available.
Harri Suominen, chief innovation officer and co-founder of Edunation, a pathway provider to European universities, has observed this trend firsthand. “There’s been a noticeable shift from the traditional ‘big four’ English-speaking countries to a broader ‘big 10’ that includes European nations such as Germany, France, the Netherlands, and Finland.”
“This transition is driven by factors like certain restrictions in the big four countries, and on the other hand, affordable tuition, high-quality education and living standards, and favourable work opportunities in Europe.”
Students and parents are proactively looking for supplementary scholarships
Emma Davidson, director of the sixth form at Kolej Tuanku Ja’afar, says: “A lot of students and their parents have been sensible and put a pot of money aside for their university education. Now, it seems as though the pot is just not quite enough for some courses, universities, and cities. These students need top-up scholarships, not necessarily full scholarships, because parents and students have done their bit [but need a bit more help to get there].”
“In the past, a university-awarded scholarship was often a nice thing to have. Now it seems to make or break a student’s decision. The universities that have good funding are attracting more attention.”
Affinity for the UK remains
All that said, Malaysians are not completely ruling the UK out. Internal data from MABECS indicates that the number of UK applications post-Covid-19 has, in fact, increased year on year.
Pedro notes: “The UK still holds strong appeal – especially for courses like medicine, law, or economics.”
Many students remain keen on the UK due to its strong academic reputation and globally recognised qualifications. However, prestige and familiarity are no longer enough to capture the exclusive attention of students who must now make financially strategic decisions for their futures.
To stay competitive in the market, UK universities must re-evaluate their overall value proposition and find ways to communicate it effectively to students and parents who have become particularly discerning ‘customers’ in their decision-making.
The Malaysian student market is rapidly evolving, and UK universities must be ready to evolve alongside it – or risk getting left behind.
About the author: Cassandra Chia is a writer, editor, and marketing & events executive at MABECS, Malaysia’s most experienced education agency for UK university placements. With a background in content creation and digital strategy, she specialises in marketing and communications that support student recruitment in the higher education sector.
