The Changing Dynamics of International School Admissions in Japan (And What to Do About It)

Change is the only constant, and Japan is no exception. Japan is experiencing significant shifts in industry and expat mobility, with significant implications for international schools. At IMPACT, we’re not just observers; we have navigated these types of changes alongside our partner schools all over the world. We understand Japan’s unique context, informed by the country's heritage and culture and the plethora of international school options for families. Let's delve deeper into these challenges and explore effective marketing strategies for international schools in Japan, particularly content marketing strategies, to adapt to this changing environment.

Challenge: Coping with increasing competition

As of December 2023, Japan was host to 95 international schools, notably concentrated in cities like Tokyo, Kyoto-Osaka-Kobe, and Nagoya. This number substantially increased from just a decade ago, emphasizing the growing demand for international education in Japan. However, many new international schools entering the marketplace, including British and other private and not-for-profit international schools, are reshaping the landscape, challenging traditional admissions processes for schools with decades of experience in the region. 

The influx of international schools is challenging and evolving the market, impacting the unspoken agreements between schools that existed for the benefit of all parties involved. They bring with them global brand appeal and resources that can dwarf the efforts of smaller, independent schools or even larger schools that got complacent with their renowned standing in the region. This evolving regional landscape impacts the demand on longstanding international schools, necessitating new strategies, including a digital marketing mix, to combat the bold strategies of new schools entering the market, which may have larger marketing budgets than long-standing, credible schools deserving as much if not more, awareness.

Solution: Boldly and proudly communicate your school’s differentiators 

In order to distinguish your school, effectively understanding and communicating your differentiators becomes a vital strategy. It’s no longer enough to simply exist; schools must shout from the rooftops (or at least from their well-designed websites and social media platforms) what makes them unique. This is where the art of storytelling comes into play with bold practices.

Share success stories, highlight unique programs, and showcase what life at your school really looks like. Remember, in a sea of sameness, it’s the unique fish that gets noticed. Even when schools share similar traits, in a sea of silence, you will become invisible or the school that stands out because you are the best at communicating and demonstrating these traits. Articulating a distinct brand identity, core values, and a compelling mission statement becomes indispensable to attracting families who are drawn to your school’s unique culture, brand, and values.

Are your alumni making an impact on the world since moving on to higher education? Are current students participating in interesting and exciting events and activities? Are your faculty members publishing research and getting noticed as thought leaders in their field? Collect and share the stories of your community that best communicate the heart of your school and secure your international school’s reputation in the region as the best international school in Japan. 

Challenge: Navigating a decreasing expat population

Though Japan remains an attractive destination for the expat population, recent trends indicate a shift in the demographics of expat movement to Japan. The number of expat families, traditionally the primary clientele for international schools, is decreasing. As a result, international school admissions in Japan have become a more challenging landscape to navigate. Both the size of the pool and the composition of potential students are changing and require a shift in marketing strategies for your international school.

Solution: Embrace Japan’s allure as the destination for expats

Japan's allure for expats extends beyond the conventional. It's not just about sushi, samurai, and sakura; it's about the promise of stability, safety, and a rich cultural experience for families of all kinds. Some of the allure for international expats to go to Japan include:

• Stable Economy: As the world's third-largest economy, Japan offers a wide range of professional opportunities and economic stability. This aspect can be a major draw for families considering relocation, particularly withpolicy changes to entice affluent Chinese families to Japan.
• Safety: With one of the lowest crime rates in the world, Japan offers a secure environment, which is a meaningful draw for families.
• Cultural Richness: Japan's blend of ancient traditions and cutting-edge modernity provides a unique learning environment for students. International schools can leverage this by integrating local cultural experiences into their academic experience.
• Friendly Environment: Japan's reputation for hospitality extends to its kind treatment of foreigners. This makes it an ideal location for families looking for an international experience in a friendly setting.

So, what does this mean for international school admissions in Japan? International schools must position themselves not simply as a school but as the top choice for expat families moving to Japan. Marketing strategies should be designed to showcase how schools can facilitate a smooth transition both into Japan and back to the families' home country, especially if the family comes to Japan on a temporary posting, as is common for many expat families choosing international education in Japan.

But how does a school differentiate when other schools in the region say, post, and publish similar messages? Find ways to communicate the unique aspects of your school and how expat families thrive in your community through storytelling. Use testimonials of current and former families whose stories align with the persona your school is best suited to serve or is seeking to attract, create resources for incoming families to familiarize themselves with your unique region of Japan, and leverage what makes Japan an amazing place to live - and go to school - to your advantage. 

Optimizing strategies for international school admissions in Japan

Navigating change in international school admissions in Japan demands strategies that resonate with different and unique groups. Effective communication of brand identity, alignment with Japan’s allure, and developing adaptable strategies are essential in attracting and retaining families within Japan’s educational environment.

Depending on which market you are trying to pull from, international schools in Japan will need to create personalized, experiential, data-driven strategies to accomplish these goals. By optimizing your strategies for different geographic and cultural markets, your audience will connect with your marketing materials more effectively, ultimately driving admissions goals. 

For example, creating marketing content for Chinese families would involve different language and messaging, tone, marketing channels, and strategies than marketing to incoming expats from the US. The market for Japanese international school recruitment in China is growing, as affluent Chinese families are increasingly choosing Japan - and Japanese international schools - to emigrate to. Japanese government subsidies are drawing wealthy Chinese families into the country, in large part due to changes to Visa qualifications, eliminating the necessity of a 5 million yen ($33,000 USD) investment before immigration eligibility. 

If your international school seeks to draw in Chinese families and students, consider developing content that directly responds to their unique needs; if your school would instead prioritize American or Western families, consider how the same information could be repackaged to attract this different audience. 

While the challenges facing Japanese international school admissions are real, they are not insurmountable. By embracing your school's unique identity, aligning with Japan’s allure, developing marketing content that uniquely attracts a specific market, and adapting your strategies to the changing landscape, you can continue to attract and retain families in this dynamic educational environment.