Japanese students are increasingly turning their sights to Asian study destinations such as Taiwan, South Korea, Malaysia and the Philippines as inflation and a weakened yen make traditional Western options more costly. This shift is visible in recent outbound volumes and agent surveys showing both a rebound in overall numbers and a marked rise in short- to mid-term programmes in Asia, a change that creates new opportunities — and new responsibilities — for Thai universities and the broader education and service sectors in Thailand (Japan Times report).
The trend matters because Japan remains one of the world’s largest sources of outbound students and outbound flows shape bilateral education ties, tourism, and longer-term people-to-people links across Asia. As Japanese families face higher tuition and living costs abroad, cheaper and nearby alternatives are gaining traction. That shift affects destinations that can offer affordable English-language programmes, safe living environments, and clear pathways to further study or employment — qualities that many Thai institutions are already promoting to international students (JAOS data reported by The PIE News).
Key factual developments show the pattern clearly. A survey of Japan Association of Overseas Studies (JAOS) members found more than 70,000 Japanese participants were sent overseas in 2024, a recovery to roughly 90% of pre-pandemic levels and an increase from the prior year. For the first time, study tours organised by junior and senior high schools or local governments accounted for a sizable share of outbound participants, reflecting government encouragement of short-term group mobility as part of a larger internationalisation push (Japan’s study abroad numbers rebound in 2024 — The PIE News). At the same time, data from Japan Student Services Organisation (JASSO) and market monitors show that while the United States, Canada, Australia and the U.K. remain dominant overall, Asian destinations have grown faster than many Western countries since the pandemic and now exceed pre-2019 levels in some cases (JASSO survey summary via British Council analysis).
Experts point to economics and policy as twin drivers. The weak yen has made tuition and daily expenses abroad more expensive for Japanese households, pushing more cost-sensitive students toward nearer, lower-cost options. “The depreciation of the yen had a significant impact on Japanese students looking to study abroad,” said an international relations officer at JAOS, noting the rising appeal of Asia’s more affordable education markets (Japan Times report). Market analysts and international education networks also highlight that several Asian countries have proactively expanded recruitment policies, improved English-taught offerings and, in some cases, streamlined visa processes to capture growth in international student mobility (ICEF Monitor analysis).
For Thailand specifically, the Japanese pivot to Asia presents both opportunity and competition. Thailand’s market share among Japanese outbound students rose notably in recent recovery years, reflecting stronger ties in short-term language and cultural programmes, and the popularity of group study tours and summer programmes. The British Council noted Thailand’s market share grew from a fractional share before the pandemic to a larger presence as students sought regional alternatives, while the ICEF Monitor and JAOS surveys flag Asia as a region outperforming others in percentage growth (British Council summary of JASSO data). Thai universities, private language schools and local governments can expect growing interest from Japanese high schools and families seeking English-language immersion, cultural exchange, and lower-cost undergraduate pathways.
Cultural and historical ties between Japan and Thailand deepen the appeal. Decades of trade, tourism and expatriate networks mean many Thai cities already host established Japanese communities, cultural associations and language support services, offering an easing environment for arriving students. Thai hospitality, family-oriented homestay arrangements and Buddhist-informed social norms of respect and community help Japanese families feel comfortable leaving teenage children in short-term programmes. These social attributes can be marketed alongside formal academic links to deepen recruitment from Japan.
Looking ahead, several plausible developments could reshape the market. If the yen remains weak and global inflation persists, the economic case for Asian destinations will strengthen further, prompting more Japanese secondary schools and universities to build formal partnerships in Asia. The Japanese government’s target of increasing outbound student numbers as part of a broader internationalisation strategy — including a public goal to send 500,000 Japanese students abroad by 2033 — means policymakers will likely emphasise study tours, scholarships and institutional partnerships that favour nearby, affordable options (MEXT “Tobitate!” initiative summary). For Thailand, this could translate into increased arrivals for short-term English courses, summer schools, parent-child programmes and a rising cohort of high-school-to-university pathways designed to attract students who might otherwise have gone to Australia, Canada or the UK (JAOS and market reporting).
There are risks as well as opportunities. Rapid growth in short-term mobility demands robust student services: clear pre-departure orientation, affordable and reliable housing, accessible healthcare and mental health support, recognition of credits for those seeking longer academic pathways, and safeguards against exploitative practices in the private language-school market. Thai providers will also need to compete on quality assurance and transparency; families are increasingly discerning, seeking verified outcomes and safe learning environments for minors. Policymakers and institutions should coordinate to ensure that growth is sustainable and preserves Thailand’s reputation as a welcoming, safe study destination.
Actionable recommendations for Thai universities, local governments and service providers follow from these trends. First, expand formal articulation agreements and credit-transfer pathways with Japanese high schools and universities to make Thailand a clear bridge to undergraduate study. Second, scale up English-language programmes with curricular rigor and verifiable outcomes to meet the demands of Japanese parents. Third, strengthen student healthcare and insurance arrangements, including clear information on medical coverage, emergency contact protocols, and culturally sensitive mental health services tailored for Japanese students. Fourth, improve bilingual support services at airports, hostels and university offices and develop homestay and campus housing options that meet Japanese families’ expectations for safety and hospitality. Fifth, coordinate a public-private recruitment campaign in Japanese that highlights affordability, safety, and post-study pathways, while ensuring transparency on fees and accreditation. These measures align with both Thailand’s tourism strengths and the educational needs of Japanese students and their families.
For Thai policymakers, specific steps can encourage high-quality inbound mobility from Japan. Consider targeted scholarships and short-term grants for school exchange programmes, fast-track visa categories or simplified documentation for organised study tours, and an interagency task force to monitor private language-school standards. Partnering with Japan-focused education agents and JAOS members to certify programme quality could reduce information asymmetry and build trust among conservative school leaders in Japan who now adopt Asian destinations more readily. Finally, integrating cultural orientation — including basic Japanese-language support, food options familiar to Japanese diets, and respect for Buddhist and family customs — will make Thailand an easier “first overseas” choice for younger Japanese students.
Japan’s outbound student recovery and regional rebalancing toward Asia are reshaping mobility patterns in ways that Thailand can both welcome and strategically shape. Lower costs and proximity are the immediate draw, but long-term success will depend on quality assurance, student welfare, and institutional linkages that convert short-term visits into sustained educational relationships. If Thailand prepares now — aligning healthcare safeguards, educational pathways and culturally attuned services — it can capture a larger and more sustainable share of Japan’s renewed interest in Asian study abroad options (ICE F Monitor and JAOS reporting on outbound trends; The PIE News summary of JAOS figures).
In short: Thailand stands to gain from Japan’s reorientation toward Asia, but must act deliberately. Universities should formalise credit pathways and scale quality English and cultural programmes. Health and safety systems must be clear, affordable and culturally appropriate. Local authorities should streamline short-term visa processing for organised school trips and support verified recruitment channels. These practical steps will help Thai institutions convert rising interest into lasting educational ties that benefit students, families and the Thai education sector alike.