Students wait and study before the exam begins at Gyeongshin Girls’ High School in Buk-gu, Gwangju, on Nov. 16, the day of the College Scholastic Ability Test (CSAT). (Photo provided by Yonhap)
SEOUL, Jan. 28 (Korea Bizwire) — South Korean college applicants continue to place greater weight on a university’s name recognition than on academic fit or career prospects when choosing where to enroll, according to a new survey released Wednesday.
A poll conducted by the education consultancy Jinhaksa of 1,649 students applying through the 2026 regular admissions cycle found that 70 percent cited a university’s “brand value” as one of the two most important factors in their decision.
That exceeded the share who pointed to major or academic suitability, at 64.8 percent, and those who considered employment rates or post-graduation career outlook, at 44.5 percent.
When asked to select a single top priority, 38.4 percent chose university name recognition, making it the most common response, though the gap with academic fit, selected by 33.5 percent, was relatively narrow.
The preference for institutional prestige was more pronounced among humanities applicants than among those in science and engineering fields. Nearly 80 percent of humanities-track students said a university’s reputation influenced their choice, compared with 64.1 percent of science-track applicants.
By contrast, science students showed a more pragmatic approach. Among them, 66.8 percent cited suitability of major as a key consideration — a higher share than those who prioritized university branding.
They were also significantly more likely to weigh employment outcomes, with 50.2 percent citing job placement and career prospects, compared with 36.9 percent among humanities students.
Woo Yeon-cheol, head of admissions strategy research at Jinhaksa, said the findings reflect how many students continue to view university prestige as a form of security in an uncertain job market.
“At the same time,” he said, “the results show that science-track students tend to make more realistic decisions, placing greater emphasis on their field of study and future employment than on the university name itself.”
The survey highlights the enduring influence of institutional hierarchy in South Korea’s higher education system, even as debates continue over skills-based hiring and the changing value of academic credentials.
Ashley Song (ashley@koreabizwire.com)
