In 2006 South Korea was selected as a Depth Market for the New Zealand international education industry. Education New Zealand developed the New Zealand Specialist Agent Group for Korea in mid 2009, to provide a means by which effective agents can easily be identified by students and industry. At the same time, it aims to increase the effectiveness and commitment of those Agents promoting New Zealand education.

The Market Profiles for South Korea have been made available online and can assist with the setting of marketing strategies and decision making around event attendance. The latest Visa and Export Education Levy Statistics are sourced from The Department of Labour and The Ministry of Education respectively and are available on the Statistics page.

Please refer to the listed information below on activities undertaken by Education New Zealand in South Korea since 2006:

Korea Student Fair (Fall), 17 & 18 September 2011
This is one of the largest student focused events in Korea, more than 40,000 visitors were recorded at last year's fair.  Held at the centrally located COEX, in Seoul, New Zealand will have one booth for generic promotion of New Zealand Education.

Early Child Study Abroad & English Camp Fair, 4 - 5 June 2011
A generic booth promoted New Zealand Education at this large international fair, aimed at junior students.  It was the 6th year that the fair had been held, and it attracted around 7,500 visitors over the two days. The Fair was held at the COEX Event Centre in Seoul, it was organised by KTF Ltd, more information is available on their website HERE

Supermarket Locker Advertising, 1 May – 30 June 2011
A new and unique advertising campaign, two large (3.5 wide x 1.95 high) Study in New Zealand banners will be prominent at the popular Lotte Mart Supermarkets in the Jamsil and Seoul Station stores.  The ‘New Zealand Educated’ Welcoming brand image, featuring a young Korean student surrounded by her kiwi class mates and a teacher, will be used for the promotion.

City Vision Animated Billboard, Downtown Seoul, 1 May - 30 June 2011
The same animated advertisement that is being used for the Seoul Subway promotion, will also be seen from four large billboard sites around Seoul for two full months.  The locations and banner sizes are Kwanghwamun Dajung Building (10m x 8m), SINSA (12m x 9m), Youngsan (12m x 9m) and Suwon Station (8m x 6m).  The daily traffic volume able to view these four billboards is estimated to be 1,109,750, plus an additional 1,456,000 daily views from people on foot.

Korean Study Abroad & Language Fair (KSF), Seoul, 26 & 27 March 2011
The 32nd KSF was held at the COEX in late March.  This is the largest international education fair in Korea, it attracted more than 30,000 visitors over the two days.  A large, branded, paua blue New Zealand pavilion promoted New Zealand Education, the pavilion encompassed two local agents (SIS & KOKOS) and 8 New Zealand institutions.  It is estimated that the New Zealand group received more than 300 quality enquiries for primary to postgraduate courses, we were very pleased with the event.  The official Fair website can be accessed HERE

Seoul Subway Promotion, 1 March - 30 June 2011
A four month New Zealand Education promotion using animated screens will feature at key Seoul Subway stations, including Kangnam, Sadang, Samsung, Seoul,  Seolleung, Sindorim and Jamsil stations.  The screens capture the attention of commuters who are waiting for their train to arrive.

New Zealand Education Fair, 30 & 31 October 2010 (PACE 2010)
The second annual New Zealand only fair was held over two days in late October, in Seoul.  The event was supported by 41 institutions from all sectors, a core group of agents and a few  other sponsors. including Air New Zealand.  Approximately 1,200 visitors attended the event.  Additional events such as a Friday night Networking Function and  a Sunday night Group Dinner leveraged off the fair. The Ambassador officially welcomed and opened the event at the Networking Function in front of Specialist Agents, New Zealand representatives and other local officials including Immigration New Zealand staff.

Korean Student Fair (KSF), Seoul, 2 & 3 October 2010
New Zealand Education was promoted generically at the KSF Fair in Seoul in early October.  KSF is also known as The Study Abroad & Language Fair and is held twice a year in both Seoul and Busan. About 20 countries were represented by 600 exhibitors and visitor numbers were estimated to be approximately 35,000.  The official Fair website is HERE

Online Banner Campaign, 1 September - 31 October 2010
Chosun.com and Khan.co.kr are two of the most popular online newspaper companies in Korea.  New Zealand Educated branded banners featured on both websites and clicke through to the Korean section of the www.newzealandeducated.com website.  Early web traffic data shows that approximately 12,000 click throughs to our site from chosun and khan can be expected over the length of the campaign.

Bookmark Promotion via Yes 24 Online Bookshop, September 2010
30,000 A5 New Zealand Educated branded brochures with Korean language text were individually inserted into each dispatch of books ordered online in September 2010.  The campaign targeted middle/upper class parents and students who have ordered English textbooks or novels through the online bookshop.

Bookmark Promotion via Aladdin Online Bookshop, August 2010
30,000 New Zealand Educated bookmarks with Korean language text were individually inserted into each dispatch of English books ordered online in August 2010.  The campaign targeted middle/upper class parents and students who have ordered English textbooks or novels through the online bookshop.

Korean Inbound Agent Visit, May 2010
From the 16th to 25th May, eight education agents visited New Zealand, they travelled throughout the country on two itineraries taking them from the north right down to Bluff. The agents valued being able to chat with Korean students already studying here and gave positive feedback.  They said “NZ is considered as a leading nation of education in the world” and “NZ is peaceful and comfortable for study”.

Early Child Study Abroad and English Camp Fair, 8 & 9 May 2010
New Zealand education was promoted at this two day fair, held in Seoul.  The generic booth provided extra support to the four Korean education agents and four schools that were also represented at the event.  Although the visitor numbers were less than expected, which may have been because of a clash with ‘Parents Day’ on the Saturday, a good number of enquiries were received.

Seoul Subway Promotions Campaign, 17 May - 14 June 2010
Advertising screens are prominent by the platforms, keeping travellers entertained while they wait for their train. The New Zealand Educated  animated advertisement plays 180 times per day, from 6am to midnight. In a recent survey, 100% of travellers confirmed that they had taken notice of the screen animations. Advertising has been booked for the top 7 most populated subway stations in Seoul; Seoul, Samsung, Kangnam, Sadang, Seolleung, Sindorim and Jamsil.

Korean Student Fair (KSF), Seoul, 27 & 28 March 2010
A large paua blue New Zealand pavilion was prominent at the KSF Fair in March.  KSF is also known as The Study Abroad & Language Fair and is held twice a year in both Seoul and Busan. Twenty three countries were represented by 477 exhibitors; due to the design of our pavilion, New Zealand really stood out!  Visitor numbers were estimated to be approximately 36,000.  The official Fair website is HERE

New Zealand Education Fair, October 2009 (PACE 2009)
The first New Zealand only fair was supported by 32 institutions from all sectors, a core group of agents and a few sponsors.  The two day event in Seoul attracted approximately 1,400 visitors.  Additional events such as a Networking Function and group dinner leveraged off the fair, at the Networking Function Specialist Agents were presented with their certificates.

Korea Student Fair (KSF), September 2009
A large paua blue New Zealand pavilion, supported by New Zealand's top education agents,  was prominent at the KSF Fair in September.  KSF is also known as The Study Abroad & Language Fair and is held twice a year in both Seoul and Busan.  The September event attracted 467 exhibitors and 40,166 visitors. This was the 29th time this fair has been organised.

New Zealand Specialist Agent Seminar, June 2009
City: Seoul
32 Agents attended and took the test to qualify for Specialist Agent status, 30 passed and 2 failed
22 have met all criteria and have become New Zealand Specialist Agents

Early Study Abroad & English Camp Fair, May 2009
City: Seoul
Exhibitors: 4 New Zealand providers with representing agents plus several agents attended.  A generic booth promoted New Zealand Education.
Visitors: 9,000

CDIP (New Zealand Cultural Diplomacy International Programme), April 2009
The CDIP in Seoul is the largest ever promotion of New Zealand in Korea. ENZ supported this event as a sponsor and was allocated 20 seats at the VIP dinner. There were over 20 exhibitors across education, food and beverage, tourism, ICT and digital content, and there was also an Adidas All Blacks stand. Over 600 VIPs attended Friday’s events and more than 13,000 Koreans visited the venue on the weekend.

New Zealand Agent Seminar, April 2009 (PACE 2009)
This event coincided with the Ministry of Culture and Heritage funded New Zealand Cultural Diplomacy International Programme (CDIP) in Seoul
Exhibitors: 12 New Zealand institutions
Attendees: more than 60 agents

Generic Brochure - Korea
4 pages, A5
Covering information about Study in New Zealand
Regularly reprinted as stocks run low

Kiwi Chamber Meeting, March 2009
The Kiwi Chamber of Commerce introduced H.E. Richard Mann, New Zealand Ambassador to Korea

Korea Student Fair, March 2009 (PACE 2009)
The 28th Study Abroad & Language Fair was held in Seoul and Busan
Exhibitors: 535 from 21 Countries, 30 New Zealand providers participated in the New Zealand Educated Pavilion. Six Korean agents played a key role in the New Zealand representation at the fair, including booking space on behalf of participants, and assisting on site. Visitors: 35,170 (Seoul) and 3,510 (Busan)

Korea Student Fair, October 2008 (PACE 2008)
The 27th Study Abroad & Language Fair was held in Seoul and Busan
Exhibitors: 610 from 24 countries, 37 New Zealand providers and five co-operating agents to set up the New Zealand pavilion
Visitors: (Seoul) 37,171 and (Busan) 4,123

Early Study Abroad & English Camp Fair, May 2008
City: Seoul
a generic booth represented New Zealand Education
Visitors: 10,000

Korea Student Fair, March 2008 (PACE 2008)
This was the 26th Study Abroad & Language Fair held in Seoul and Busan
Exhibitors: 622 from 21 countries, 40 New Zealand providers and five co-operating agents were part of the New Zealand pavilion
Visitors: (Seoul) 33,897 and (Busan) 3,208

Australia New Zealand Education Fair, November 2007 (PACE 2007)
The 6th Australia New Zealand Education Fair was held in Seoul.
Exhibitors: over 90, including 31 New Zealand providers
Visitors: 4,000
Approximately 60 agents attended the one hour agent session that was held for participants

Seoul Billboard, Bus and Underground Campaign
Targeted generic outdoors promotional campaign across Seoul. 26 posters were placed in 13 bus shelters and 17 posters in 11 taxi shelters for the month of July. 1350 posters were put up in to subway trains on 3 high volume lines and two public buses were ‘wrapped’ in New Zealand Educated branding

Korean Agent Retreat
Location: Daemyung Vivaldi Resort in Hongchun, 1 ½ hours drive from Seoul
Objective: reward New Zealand focused agents, and re-enthuse them about the New Zealand Educated brand
Attendees: 34

Kiwi Suit
In 2006 the creation of a kiwi suit as a promotional aid at student fairs and other PR opportunities was commissioned. The Kiwi has been spotted at several fairs throughout the years.

Korea Student Fair , March 2007 (PACE 2007)
This was the 25th Study Abroad & Language Fair held in Seoul and Busan.
Exhibitors: 586 exhibitors from 21 countries, 50 New Zealand providers
Visitors: 33,323 (Seoul) and 1.955 (Busan), 7.7% of visitors expressed particular interest in New Zealand (the 5th most popular country).

Australian New Zealand Education Fair, October 2006 (PACE 2006)
The 5th Australian New Zealand Education Fair was held in Seoul.
Exhibitors: more than 80 institutions, including 25 New Zealand providers
Visitors: 4,100 over both days