Southeast Asian students are suddenly at the center of a global tug‑of‑war over talent. Governments from Australia to Norway are rewriting rules and budgets to pull in learners from ASEAN, while Japan, South Korea and Taiwan are rolling out ambitious targets and post‑study work routes to keep students in the region. A new report by DW synthesizes these moves and the intensifying competition for international enrollments, underscoring that Southeast Asia has become the third‑largest source region for outbound students globally. For Thai families weighing where to study, and for Thai universities deciding how to compete, the landscape is changing fast—and in their favor if they act quickly and strategically.
DW reports that the Australian government last week raised its cap on foreign students by 9% to 295,000 for the coming intake and will prioritize applicants from Southeast Asia, a shift confirmed in independent coverage by Reuters. Japan aims to host 400,000 international students by 2033, building on a policy first set out by then‑Prime Minister Fumio Kishida in 2023, as reported by The Asahi Shimbun. South Korea’s Ministry of Education has set a target of 300,000 international students by 2027 and has extended the post‑study job‑search period to up to three years beginning in 2025 (MOE; ICEF Monitor). Taiwan, for its part, announced plans in 2024 to recruit 25,000 foreign students annually—mainly from Southeast Asia—with a clear pathway to work in industries facing labor shortages (Taiwan News; ECCT).
Why does this matter for Thai readers? Because Thai students are part of a cohort in demand. According to consultancy Acumen’s 2024 regional analysis, roughly 350,000 Southeast Asian students were overseas in 2021/22, with Vietnamese learners accounting for about 132,000 of that total; Malaysia and Indonesia each sent over 50,000, and Thailand contributed around 32,000 (ICEF Monitor). Eurostat estimates that 1.66 million students from abroad were enrolled across the EU in 2022, and 1.76 million in 2023, but Southeast Asians represent only a small share—making the region an under‑tapped pool many European institutions now want to reach (Euronews; Eurostat). That supply‑and‑demand gap is the core of today’s intensifying recruitment push.
At the same time, there is a clear pivot in student preferences: an increasing number of Southeast Asian families are looking closer to home for high‑quality study abroad options. The British Council reported in 2024 that more students across East Asia are opting for regional destinations, with declining enrollments from Malaysia, Singapore, and Thailand at UK institutions since 2015 (British Council; Times Higher Education). DW’s analysis highlights that Japan now hosts more Vietnamese students than any English‑speaking country, a shift linked to rising quality and rankings at Asian universities. In 2024, 23 East Asian universities were ranked in the QS global top 100—up 35% from 2015—underscoring the region’s growing academic pull (as summarized by DW).
The European recruitment drive is not just about diversity—it is also about finances. Universities in several EU countries and the UK face budget stress. The UK’s Office for Students warned in May that more than 40% of English universities expected to run deficits this year, a finding reported by the BBC and research sector outlets (BBC; Research Professional News). In Germany, the national academic exchange service DAAD cut 13 programmes in February, with an estimated 2,500 scholarships lost due to high cost pressures (DAAD; ACA). Berlin universities, including Freie Universität, have also reported significant funding reductions for 2025 (Freie Universität Berlin). France’s 2025 budget brought cuts of roughly €930 million to research and higher education compared with planned spending for 2024 (Research Professional News). A climate of fiscal constraint gives institutions added incentive to recruit students who pay full international fees in some systems.
European recruiters, however, are still playing catch‑up in Southeast Asia. In Germany today, there are around 7,060 Vietnamese undergraduates, according to data cited by DAAD and reported by DW—a large cohort but small relative to the region’s overall mobility (DW). To spark interest, European governments are mounting visible campaigns. In June, the German Embassy in Hanoi launched a traveling “career truck” to 16 provinces promoting study and training in Germany (VietnamPlus; Goethe‑Institut Vietnam); in May, France’s president delivered a keynote at the University of Science and Technology of Hanoi to signal renewed French support for education ties (Nhân Dân; VAST). Indonesia’s president likewise encouraged greater Indonesian participation in European higher education during a July visit to Brussels (Antara; EEAS).
Policy tweaks show the new recruitment logic. Norway, after seeing a sharp fall in non‑EU enrollments when it introduced tuition fees in 2023, moved this July to relax Norwegian language requirements for admission and to simplify employment pathways for international PhD candidates, while adjusting fee settings to stabilize recruitment trends—part of a broader effort to make the system more attractive again (as summarized by DW; see also analysis of fee policy shifts in Times Higher Education). At EU level, the European Commission in May launched the “Choose Europe” initiative, a €500 million package aimed at bringing top global researchers to Europe, with expanded European Research Council grants and enhanced relocation top‑ups—measures that bolster the broader academic ecosystem that attracts postgraduate students (European Commission; Reuters).
The recruitment race is also shaped by politics in the United States, still the global magnet for international students but now experiencing turbulence. Since January, the Trump administration has announced sweeping cuts affecting universities and academic mobility programs, including canceling $400 million in federal grants and contracts to Columbia University and more than $800 million in USAID‑funded research at Johns Hopkins—moves confirmed by multiple outlets (Reuters; CNN; The Guardian; NYT). Funding freezes have reportedly affected thousands of Fulbright grantees, with grantees describing uncertainty over the status of their awards (WOUB). A Nature survey in June found that roughly three‑quarters of US‑based scientists were thinking about leaving the country, underscoring the potential for EU and Asian systems to capture talent dislodged by US policy (Nature). While the US remains home to many top‑ranked institutions, higher costs and visa uncertainties are pushing some Southeast Asian students to consider Europe and East Asia more seriously.
Expert voices in the DW analysis highlight the structural barriers Europe still needs to tackle to realize its ambitions in Southeast Asia. “Despite the growing significance of Southeast Asia, there is still little focus on the region in European academia,” observed Alfred Gerstl, who leads a Europe–Southeast Asia relations project at the Central European Institute of Asian Studies, arguing for more scholarships—especially at the PhD level—to make Europe competitive on cost and career outcomes (DW). Kristina Kironska of Palacký University Olomouc, who has supported Burmese students displaced by the Myanmar coup, said many have accessed prestigious EU grants but remain stuck in visa and residency paperwork bottlenecks—pointing to the urgent need for streamlined documentation for Southeast Asian citizens (DW).
For Thailand, there are two sides to this story: outbound opportunities for Thai students and inbound opportunities for Thai universities.
On outbound mobility, the latest consolidated view from Acumen indicates about 32,000 Thai students abroad in 2021/22, compared with 132,000 Vietnamese and more than 50,000 each from Indonesia and Malaysia (ICEF Monitor). Other market trackers suggest outbound Thai degree enrollments in 2023 remained in the range of 28,000–32,000 depending on methodology (Education Fair; US Trade.gov). Historically, Thai families have favored English‑speaking destinations—especially the UK, US and Australia. But with Asia’s top institutions climbing global rankings and offering clearer post‑study work routes, regional options are drawing increased interest. South Korea’s three‑year post‑study job search and Taiwan’s industry‑linked pathways are direct examples of policies likely to appeal to Thai graduates seeking return on investment and proximity to home (MOE Korea; Taiwan News).
At the same time, Thai universities are emerging as a destination, not only a sender. Chinese enrollments in Thailand have surged, with ICEF Monitor reporting that the number of Chinese students in Thailand more than doubled within five years to exceed 20,000 by 2024—a trend backed by peer‑reviewed research that documents sharp increases in Chinese postgraduate enrollments in Thailand from 2021 to 2023 (ICEF Monitor; Taylor & Francis). That momentum suggests that Thailand, anchored by its English‑medium programs and competitive cost of living, can position itself as an ASEAN education hub—especially for students seeking a stepping stone to work or further study elsewhere in Asia.
But there is also a third path growing in relevance to Thai families: transnational education (TNE) at home. Acumen’s Southeast Asia trends report shows robust expansion of TNE across the region, especially in Vietnam and Malaysia, with options ranging from branch campuses to franchise degrees and “campus‑within‑a‑campus” models. Australian universities, in particular, are scaling TNE offerings and micro‑credentials across ASEAN, a pattern that is likely to extend in Thailand as universities look for flexible, cost‑effective pathways that can include an overseas semester or final‑year transfer (ICEF Monitor). For Thai students and parents, TNE lowers costs while preserving international degree recognition—a compelling proposition in an era of volatile currency exchange and travel costs.
To understand how European universities plan to compete for Southeast Asian students—including Thais—follow the money and the messaging. Multiple national systems in Europe that allow differentiated fees for non‑EU students have “powerful incentives to enroll a greater number” of foreign students to offset budget gaps, as summarized in the DW analysis of a March report on university finances across the EU (DW). Targeted outreach is already visible on the ground in ASEAN, from Germany’s career truck in Vietnam to expanding Campus France activities and new scholarship calls. But visa experience matters. Complex paperwork can blunt Europe’s appeal, particularly when Japan, South Korea and Taiwan promise relatively straightforward post‑study employment routes that are highly visible in their recruitment marketing.
The broader market dynamics are tilted by rankings and reputation. East Asia’s share in the upper echelons of global league tables has expanded markedly, reflecting years of investment. While the precise counts vary by ranking methodology, the trajectory is clear: Asian institutions are more prominent than a decade ago. As DW notes via QS World University Rankings, 23 East Asian institutions were in the global top 100 in 2024, up 35% from 2015—evidence behind the growing confidence among regional families in staying closer to home for world‑class study (DW).
For Thai students weighing offers, this competition yields practical benefits:
More scholarships and fee adjustments. Norway’s policy recalibration is one example of how European systems are responding to enrollment shocks to make offers more affordable and transparent (DW). The EU’s “Choose Europe” package underscores a longer‑term commitment to funding research careers that can directly impact doctoral and postdoctoral opportunities (European Commission).
Clearer post‑study work routes in Asia. Japan’s 2033 plan includes retaining 60% of international graduates in the workforce, and South Korea’s three‑year job‑search window is designed precisely to convert graduates into skilled workers (University World News; ICEF Monitor).
More localized options via TNE. ASEAN‑based international degrees, progression agreements, and micro‑credentials offer phased mobility with reduced financial risk—a good fit for Thai families whose decision‑making often involves multi‑generational considerations and careful budgeting (ICEF Monitor).
The undercurrent shaping all these choices is value for money. With household budgets stretched by inflation and exchange rate swings, total cost of study—including accommodation and part‑time work opportunities—matters more than ever. The British Council has observed that more East Asian students are down‑selecting to regional destinations because they can achieve their goals at lower cost without sacrificing institutional quality (British Council). For Thai students, this calculation often includes the role of education agents, who remain widely used in Thailand for their ability to provide personalized advice and manage complex paperwork—a point reinforced by Acumen’s regional analysis (ICEF Monitor).
Culturally, Thai families often emphasize practical pathways—stable employment, recognized credentials, and support systems. That’s why post‑study work rights and internship pipelines can outweigh marginal differences in global rankings. It also explains the sustained interest in English‑medium programs within Asia, where geographic proximity allows frequent travel home and easier cultural adaptation—factors that carry weight in Thai households.
The data behind this shift is compelling. Globally, the Migration Data Portal estimates 6.9 million international students in 2022, reflecting a near‑tripling since 2002 (Migration Data Portal). Within the EU, the number of internationally mobile students reached 1.66 million in 2022 and rose to 1.76 million in 2023 (Euronews; Eurostat). Yet Southeast Asia’s share remains modest—an opening European universities are determined to seize. Meanwhile, Asian hubs are scaling capacity: Korea’s Study Korea 300K project; Japan’s 400,000 target combined with higher graduate retention; Taiwan’s New Southbound‑aligned intake of 25,000 annually with industry links. Each of these policies addresses employer demand for skilled labor, making them resonant with Thai students targeting technology, health care, logistics, and advanced manufacturing—fields aligned with Thailand’s own Thailand 4.0 ambitions.
But the “closest-to-home” trend doesn’t eliminate the appeal of Western degrees; it diversifies choice. Australia’s decision to lift its cap while prioritizing Southeast Asians is a case in point: it signals both a desire to diversify beyond China and India and a recognition of Southeast Asia’s growing middle class and English proficiency (Reuters). For Thai students, Australia remains attractive due to strong Thai community networks, clear work rights, and proximity. The UK, confronting financial headwinds at its universities, is likely to push harder on recruitment and partnerships in ASEAN, but any tightening of post‑study work rules would blunt its competitive edge—a policy area Thai applicants should monitor through official channels.
One underreported aspect of the current moment is how geopolitics intersects with student mobility. The upheaval in US higher education funding and the reported revocation of tens of thousands of international visas—claims circulating widely in media though without full official confirmation—create headline risk for families considering the United States (CNN; NYT). Europe’s “Choose Europe” campaign explicitly positions the bloc as a stable, welcoming destination for researchers and, by extension, postgraduate students (European Commission). East Asian systems are banking on the opposite logic: offer globally competitive education without geopolitical drama or prohibitive costs, coupled with sincere pathways to stay and work.
For Thai universities and policymakers, the strategic response could include four moves:
Build more TNE pathways in‑country. Joint degrees, 2+2 progression routes, and micro‑credential stacks with top Asian and European partners can capture families who want an international credential with lower upfront costs. Evidence from Vietnam and Malaysia suggests that full in‑country delivery and progression agreements are now critical recruitment channels in Southeast Asia (ICEF Monitor).
Invest in student services for inbound cohorts. As Chinese and other Asian enrollments grow in Thailand, quality assurance and service capacity—visa support, language tutoring, career services—will determine whether Thailand consolidates its gains as an alternative destination (see trends summarized by ICEF Monitor).
Align programs with regional labor demand. Partnerships that embed internships and employer projects, especially in sectors prioritized by ASEAN economies, can make Thai programs more attractive to both domestic and foreign students. South Korea’s and Taiwan’s strategies illustrate how post‑study work schemes linked to industrial needs unlock demand (MOE Korea; Taiwan News).
Streamline inbound visas and recognition. Europe’s challenge with documentation for Southeast Asian students, highlighted by practitioners working with Burmese scholars, is a cautionary tale. Thailand’s agencies can ensure that visa processes and qualification recognition for foreign students are as clear and predictable as possible to sustain growth (DW).
There is also a historical and cultural context particular to Thailand that shapes these decisions. The “dek inter” trend—Thai students seeking international curricula at home in bilingual or international schools—has expanded the pipeline of applicants prepared and motivated for overseas study. Acumen estimates that enrolments across international schools in Southeast Asia reached 600,000 in 2022, up nearly 25% since 2017, mirroring Thai families’ willingness to invest earlier in an international trajectory (ICEF Monitor). In Thailand specifically, reliance on trusted intermediaries is common—education agents, alumni networks, and school counselors—reflecting a broader pattern in Thai consumer behavior that prioritizes relationship‑based decision‑making. That’s why robust, locally present recruitment and student‑support teams from foreign universities often succeed in Thailand beyond digital marketing alone.
What happens next? Expect the competition for Southeast Asian students to intensify. Australia’s capacity expansion and prioritization of ASEAN applicants will set a benchmark for service and speed. The EU will likely experiment further with scholarships and visa facilitation, particularly in countries with acute skills shortages. Japan, South Korea and Taiwan will keep tying education offers to employment outcomes—a formula resonant with Thai families. Meanwhile, intra‑regional mobility and TNE will keep growing; for many Thai students, the default choice may become an Asian degree with an exchange semester in Europe or North America, rather than a full three‑year move overseas.
For Thai readers considering study abroad, here are practical recommendations to capture the benefits of this “buyers’ market”:
Compare total value, not just rankings. Assess tuition, living costs, permitted work hours, internships, and post‑study work rights. For Europe, review national policies and the EU’s broader research ecosystem via the Choose Europe portal (European Commission). For Asia, scrutinize Japan’s and Korea’s graduate retention and post‑study policies (University World News; MOE Korea).
Target scholarships and visa‑friendly destinations. Explore DAAD scholarships and Germany’s Ausbildung pathways for vocational training (DAAD), Campus France opportunities (VAST/USTH event), Japan’s MEXT/JASSO schemes (via official channels), Korea’s GKS and university scholarships (MOE Korea), and Taiwan’s New Southbound scholarships (Taiwan News).
Consider regional first, global later. If budget is tight, look at TNE programs in Thailand or nearby ASEAN countries with guaranteed progression to a partner campus for the final year—an approach widely used in Vietnam and Malaysia (ICEF Monitor).
Build language as a differentiator. Japanese, Korean, German or French proficiency can meaningfully expand options for scholarships, internships, and employability. Policies such as Norway’s recent relaxation of language requirements show that rules change; language skills preserve flexibility across systems (DW).
Use reputable advisors. Given rapid policy shifts, rely on accredited agents and official portals (DAAD, Campus France, Study in Japan, Study in Korea, Study in Taiwan) and verify every claim against government pages and embassy guidance. Eurostat and UNESCO data provide useful context on trends (Eurostat; Migration Data Portal).
For Thai universities and ministries, now is a window to scale ASEAN‑aligned competitive edges: English‑medium delivery, affordability, and Bangkok’s logistics connectivity. Partnered TNE, co‑op training with industry, and simpler arrival‑to‑employment pathways for foreign graduates can help Thailand retain a larger share of the region’s mobile learners. Evidence from the rise in Chinese enrollments and Thailand’s features in international recruitment analyses suggests that a “regional hub” strategy is feasible if backed by service capacity and policy clarity (ICEF Monitor; Taylor & Francis).
The headline message from DW’s synthesis is simple: Southeast Asia is in demand. For Thai students, it means more choices, more scholarships, and more pathways to careers—if they navigate the options carefully. For Thai universities and policymakers, it is a moment to double down on strengths and to fix weak points in visas, student services, and employer links. Education is not just a personal investment; it is a strategic industry. In the next few years, ASEAN’s student flows will help determine where talent clusters across the Indo‑Pacific and Europe. Thailand can shape those flows—outbound and inbound—if it acts with speed, focus, and partnership.
Sources referenced: DW’s report on Southeast Asian student demand provides the core synthesis and is available here: DW: Students from Southeast Asia in demand at universities. Additional corroborating sources include Reuters on Australia’s cap increase, Asahi on Japan’s 400,000 target, Korea’s MOE Study Korea 300K, Taiwan’s 25,000 plan, Eurostat and Euronews on EU international student numbers, British Council on regional study trends, Office for Students/BBC on UK deficits, DAAD/ACA on scholarship cuts, Research Professional News on French cuts, and European Commission’s Choose Europe initiative. For ASEAN‑focused mobility and TNE trends, see ICEF Monitor and destination‑specific outreach such as Germany’s career truck in Vietnam (VietnamPlus).
Actionable takeaway for Thai readers: Map your plans to this new competition. If you are a student, shortlist one option in Europe and one in East Asia that match your field, budget, and desired work outcomes; apply for at least two scholarships in each system and verify post‑study work rights before committing. If you are a university leader, prioritize one TNE partnership that aligns with Thai industry demand and build student‑service capacity to support at least 200 additional inbound students from ASEAN within the next intake cycle. The world is knocking—this is Thailand’s moment to open the door wider.