Education Team Newsletter – Summer 2019

Featured Country: Japan

Japan’s education system includes publicly funded primary through high school education in addition to a private school system. Japan’s higher education system also has national, public (state level equivalent) and private institutions.

Japan’s educational reform efforts are addressing two important areas to help Japan compete in the 21st Century. Japan is experiencing negative population growth and must look internationally to maintain and grow its economy. English is increasingly becoming a necessary job skill for Japanese workers, as is a greater command of technology for workers of all education levels. Recently, the Government of Japan (GOJ) has revised national education guidelines and is requiring English language and computer programming to be taught starting in primary schools. 

Fiscal realities are impacting these efforts. Japan’s Ministry of Education, Culture, Sports, Science and Technology (MEXT) provides minimal funding to support these new goals, leaving school administrators to develop and fund programs. School administrators, who rose to prominence under very different circumstances, are struggling with rapidly developing change. Hence, MEXT and other policy makers are facing a change-resistant environment in a period of rapid evolution. U.S. partners should focus their promotional materials to explain how their program offerings can assist Japan to meet its goals while helping Japanese educators address their individual educational needs.

Market Drivers

Teacher training is in demand, as English and other curriculum requirements are being implemented without full guidance on how to implement these changes. Many primary teachers who will be teaching new material have minimal or no formal training. To maximize outcomes, Japan is generally using a ‘train the trainer’ structure, providing some funding to develop a few experts, who then share techniques internally amongst the school staff. Please be aware that competition will be very intense, and these services are done through government procurement systems.

Another one of Japan’s near-term goals is to stimulate in-bound tourism. Tokyo will host the 2020 Olympics and Osaka will host the 2025 World Expo. This creates immediate need for expanded language and hospitality training. Japan has seen an average annual growth rate (AGR) of 25% in international visitors over the past five years, with additional growth of an average AGR of 25% is expected in the next five years.

Globalization and an integrated economy are prime considerations to Japan’s policy makers. To address this, MEXT and other policy makers have promoted a ‘Global’ designation for some of the best schools in Japan. MEXT provides additional financial support to 37 Japanese universities under the “Top Global Universities Project” to enhance the international competitiveness of Japanese higher education. It provides support for world-class and innovative universities that lead the internationalization of Japanese universities. These schools seek international partners for exchange and curriculum development and receive central government support for 10 years in exchange for meeting program requirements.

Our Recommendations

U.S. institutions interested in working with Japanese schools need to understand the challenges faced by their potential partners. For example, need exists for Japanese elementary and secondary school English teachers training programs. Japanese universities seek to differentiate themselves by offering “Unique” study abroad programs which empower current students for their job hunting and to attract future students. This presents an opportunity for U.S. institutions that can pair short-term English programs with practical business experiences for Japanese students during their spring/summer breaks (programs offered in March or early August through September).

Upcoming Events 







Sep 7, 2019

Tokyo EducationUSA Fair


Sep 14, 2019

Osaka EducationUSA Fair 

Sep 9 & 10, 2019 

Ed Opp. in the USA, Japan*


Sep 14, 2019

Seoul College Fair

Sep 11, 2019 

Taipei College Fair 


Sep 16, 2019

Nagoya EducationUSA Fair

Sep 12, 2019 

Kansai College Fair 



Fukuoka EducationUSA Fair 

Sep 13, 2019 

Kanto Plain College Fair 


(* please also check Education Trade Events)

For more information about the Japanese educational market, please contact:

Tetsuko Fujioka, Commercial Assistant
U.S. Commercial Service -- Osaka


Kazuko Tsurumachi, Commercial Assistant
U.S. Commercial Service -- Tokyo




Education Trade Events

Education Opportunities in the USA – Japan -- September 9th & 10th 2019

Join us to meet Japanese Schools, Counselors and Agents!

The U.S. Commercial Service Japan is organizing an “Education Opportunities in the USA” Seminar & Networking event to connect US Higher Education Institutions and Japanese educational stakeholders. Target audience will be Japanese schools and their counselors, as well as study abroad agents and government officials, 60 to 100 in each city.

Through differentiated promotional seminars and networking sessions in Japan’s biggest educational markets, participating institutions will be able to promote their short-term programs. This fair is also an excellent opportunity for U.S. educational institutions to refine their understanding of what the Japanese market seeks and develop their communication strategy to strengthen brand awareness in the market.

CS Japan can help U.S. institutions make the most of their visit to Japan to attend EducationUSA EXPO in Tokyo and/or Osaka or other colleges fairs taking place in early September. In addition to meeting with students through EucationUSA and other events, CS Japan provides an ideal opportunity to promote and network with schools, recruiting agents and government officials so that US institutions can maximize business opportunities and recruitment potential.

Seeking Participants: 2-year/4-year universities/educational service providers who can talk about their short-term programs for Japanese high-schoolers, and short-long term and longer programs for Japanese higher education institutions and agents.

Locations and dates:

  • Tokyo (Sep. 9th, 2019)
  • Osaka (Sep. 10th, 2019)

Fee: US $3,950 for two cities

*Other expenses will be the responsibility of each participant

For more information, please email:
Kazuko Tsurumachi
U.S. Commercial Service -- Tokyo

Tetsuko Fujioka
U.S. Commercial Service -- Osaka


SAVE THE DATE – Intensive English Programs (IEPs) Certified Trade Mission to Brazil and Colombia – November 2019

The U.S. & Foreign Commercial Service, in conjunction with EnglishUSA, is organizing a Certified Trade Mission (CTM) for Intensive English Programs (IEPs) to Brazil and Colombia. The purpose of the CTM is to introduce IEPs to the rapidly expanding education sectors in Colombia and Brazil and to pursue opportunities in the sector. IEPs will attend pre-scheduled networking meetings with potential recruitment agents, counselors, industry contacts, and government officials, as well as meet with students, for the goal of increasing student recruitment to their programs and promoting their brands.

For more information, please contact:
Amy Ryan
U.S. Commercial Service -- Atlanta


International Education Fairs

USA College Day: London, September 27-28, 2019

The Commercial Service in London is working with the U.S.-UK Fulbright Commission to support their annual flagship event, USA College Day.  Now in its 41st year, College Day takes place on September 27-28, 2019 in central London.  Attracting over 4,000 students, it is the largest U.S. education fair in Europe.

For more information please contact:

Chrystal Denys
U.S. Commercial Service -- London



Past Webinars Still Available!

Ask Your Local Education Specialist For:

♣ U.S. Department of Commerce Resources for U.S. Educational Institutions

♣ Emerging Education Markets in Central Europe and BeSt3

♣ Maximizing International Alumni Relationships

♣ Global Education Team 101 Webinar – U.S. Commercial Service, U.S. Department of Commerce

♣ Export Controls: When are Universities and Research Institutions Subject to the Export Administration Regulations?

♣ Virtual Reality Techniques to Market Your Educational Institution Overseas


Promotional Events Supported by the U.S. Commercial Service

ICEF Secondary Education – Long Beach, CA – January 20-22, 2020

The inaugural ICEF Secondary Education provides a targeted opportunity for international secondary institutions, selected secondary education focused agents, and relevant service providers to hold pre-scheduled one-to-one business meetings effectively and efficiently. If visiting, please stop by the U.S. Commercial Service booth.

For more information, please contact:

Maura Kawai, Education Trade Specialist
U.S. Commercial Service – Los Angeles

Ian Cann, ICEF Director USA


Virtual Outreach Events

Are you interested in an excellent opportunity to recruit international students?  How would you like to recruit students without ever setting foot on a plane?  The U.S. Commercial Service provides Virtual Education Events, which allow schools to showcase themselves to agents using a PowerPoint presentation on a webinar platform.  Below is a list of upcoming Virtual Education Events.  If you participate in one of these events, please be prepared to move forward if the appropriate opportunity presents itself.

Southeast Europe Virtual Education Fair Connecting U.S. Educational Institutions with Student Recruiters (Albania, Bulgaria, Greece, Romania, Serbia, Slovenia) - October 2019

Undergraduate and Graduate Programs are Most Sought-After by Students in Southeast Europe.

The U.S. Commercial Service is pleased to offer appropriately accredited American colleges and universities an opportunity to meet student recruiting agents and high school counselors in Southeast Europe, without traveling overseas. Our upcoming Virtual Education Fair with Southeast Europe will offer you the opportunity to virtually engage with qualified student recruiters based in Albania, Bulgaria, Greece, Romania, Serbia, and Slovenia. Students from Southeastern Europe in the U.S. study primarily at the undergraduate level. However, they are also interested in graduate and specialized studies such as STEM. There is a growing interest in STEM education as many global IT companies are setting up operations in the region.

Colleges and universities offering scholarships for international students and/or online education options will be particularly attractive to students in the region.

Cost: TBD

For more information or to express your interest, please contact:

Stephanie Bethel
U.S. Commercial Service – Greensboro, NC
Tel: 336-500-7518

Mindi Hertzog
U.S. Commercial Service -- Orlando
Tel: 407-420-4420


Upcoming Virtual Education Fairs with Hong Kong

Date of Event: June 27, 2019 - Featuring Liberal Arts undergraduate programs

Time of Event: 9PM ET/6:00PM PT

Date of Event: September 19, 2019 - Featuring U.S. Community Colleges
Time of Event
: 9PM ET/6:00PM PT

Date of Event: December 5, 2019 - Featuring U.S. Summer Programs
Time of Event
: 8PM ET/6:00PM PT


Upcoming Virtual Education Fair with Vietnam

Date of Event: TBD – August 2019

Time of Event: 10PM ET/7:00PM PT

Featuring U.S. Community Colleges and four-year Colleges and Universities

For questions on the above VEFs with Hong Kong and Vietnam, please contact:


*** More Upcoming Virtual Education Fairs with Nigeria and United Arab Emirates (UAE)/Kuwait. If you are interested in the Nigeria VEF, please contact and for the UAE/Kuwait VEF, please contact


NEW! Virtual Education Fairs using Virtual Reality Technology

Showcase your school to top potential recruitment partners overseas using the latest virtual reality technologies available. U.S. educational institutions now have the ability to showcase their campus, classrooms, dorms, and surroundings to top recruitment partners in an immersive experience, without setting foot on campus. Make your marketing memorable and stand-out from the rest.


Date and Time



Vietnam - Hanoi

July 23, 2019

$1,300 per Institution

Community Colleges and Undergraduate programs

China -- Wuhan

September 24, 2019

$1,300 per Institution

Undergraduate programs with emphasis in arts and sciences

If there is a country/region that you are interested in that is not listed here, please let us know. For more information on any of these virtual fairs, or to be added to a list for specific events, please contact:


Education Trade Leads

Cote d’Ivoire – Secondary Education and Teacher Training – The Millennium Challenge Account in Cote d’Ivoire is looking for a consulting firm to serve as the Environmental and Social Oversight Consultant (“ESOC”) for the Skills for Employability and Productivity Project.  This project will increase access to secondary education and teacher training, and support the construction of up to 84 new secondary schools. Through a public-private partnership, a new technical vocational education and training (TVET) model will advance development of in-demand skills. It will also help the government mitigate gender disparities, improving outcomes for girls in the education system.

The Millennium Challenge Corporation is a small U.S. Government foreign aid agency created to combat global poverty.  MCC operates across the world to address constraints to economic growth (such as in power, clean water and transportation) as it partners with select developing countries. U.S. companies can mitigate their risk by working on these MCC-financed projects. MCC’s procurement processes establish a fair playing field and factor in “best value” (meaning that the lowest bidder does not automatically win). Importantly, successful companies will get paid for their work, in a defined time period, in U.S. dollars.  

For more information, please contact:
Holly Vineyard, Senior Advisor (on assignment from the U.S. Department of Commerce)
Department of Compact Operations, Procurement
Tel: + 1 202 772 6536


Top Education and Training Market Research

NEW! The Global Education Team Releases Education and Training Services Guide 2019.

This resource guide includes comparable and individual market assessments of countries listed as best prospects for U.S. training and educational services. Assessments are based on observation and market research. You can access the guide by visiting:


Commerce Department Releases Report Ranking Top Export Markets, Including Education

With a goal of helping U.S. educational institutions identify export markets, the Top Markets Report on Education provides in-depth commentary on key cross-border opportunities, trends, and challenges for U.S. institutions aiming to broaden their global presence. Country case studies in the report include Brazil, China, France and Germany, India, South Korea, Saudi Arabia, and Vietnam. 

To access the Top Markets Report on Education at no cost to you, and to learn more about the Top Markets Series, go to the Department of Commerce press release and click on Education:


Business Service Provider Directory

New! The Global Education Team’s Business Service Providers (BSP) directory is designed to help U.S. Educational Institutions identify professional service providers to assist them in the assessment, processing, and/or completion of an educational service export. Although we do not endorse or recommend BSP companies, this Directory contains information on providers who offer services that many U.S. educational service exporters may require to conduct business internationally.

Visit our website for the full list:

  Notice to Visitors!

  The link you have chosen will take you to a non-U.S. Government website.

  If the page does not appear in 5 seconds, please click this: outside web site is managed by the International Trade Administration and external links are covered by its website  disclaimer statement.

  Notice to Visitors!

  The link you have chosen will take you to a non-U.S. Government website.

  If the page does not appear in 5 seconds, please click this: outside web site is managed by the International Trade Administration and external links are covered by its website disclaimer statement.