Education Market Study 2024

When it comes to their children’s education, parental priorities are shifting towards a more rounded learning environment, according to new research from the British Chamber of Commerce (BritCham), the British Embassy in Hanoi, British University Vietnam (BUV), and Decision Lab.   

Vietnamese parents used to value good grades and academic achievement above all else. However, parents now want more from their children’s education and are looking for schools and universities that teach soft skills alongside traditional academic subjects. This shift in perspective is revealed in a new report: ‘Understanding the Education Landscape and Growth Opportunities in Vietnam’. 

Parents now prioritise a well-rounded education   

When asked to name the top priorities for their children’s education, almost three-quarters of parents said ‘mental and physical resilience’ (74%) and ‘strong ethics’ (72%). Meanwhile, around two-thirds ranked ‘critical thinking and problem-solving’ (68%), ‘soft skills’ (65%), and ‘a life-long love of learning’ (64%) high on their list of parental priorities.  

Turning to higher education, almost all parents (94%) want their children to get a degree. Around two-thirds (60%) would like their children to reach undergraduate level, with around a fifth (22%) aspiring to a master’s and a further 12% hoping that their children will achieve a doctorate (PhD).   

Parental motivation changes depending on the extent of their educational aspirations. Those who want their children to get an undergraduate degree are mostly motivated by job stability (68%) and employment prospects (66%). However, about three-quarters of those aiming for a master’s (73%) or a PhD (70%) are more concerned with developing specialist subject knowledge. 

From good grades to global citizens 

This change in social attitudes is driving a growing demand for bilingual, integrated, and international education. Parents now want their children to become ‘global citizens’: familiar with foreign languages and cross-cultural communication.   

Those who sent their children to a bilingual/integrated or international school cited ‘improving English skills’ as their main reason for doing so. This ranged from three-quarters (74%) of parents of preschoolers to over half (61%) of those with children in high-school. Other popular reasons include ‘international accreditation’, ‘intercultural communication’, and ‘interpersonal skills’. 

The same is true for higher education, where parents have a strong influence on the choice of subject and university with two-thirds (64%) of students taking their parents’ views into consideration. Half (49%) of parents prefer a transnational or international curriculum – whether delivered in Vietnam or overseas. However, cost is cited as the biggest barrier, with over two-thirds (68%) of parents concerned about the price of an international education. 

Commenting on the report, Chris Jeffery, Pro-Vice Chancellor of British University Vietnam and Lead of the BritCham Education Working Group, said:  

“Our report shows that there is high demand for blended or international education in Vietnam. However, cost is clearly a concern – not all parents can afford to send their children overseas. Therefore, there are opportunities for international educators to meet this demand and deliver a world-class curriculum right here in Vietnam.  

“British University Vietnam pioneered this approach. We offer 17 degree courses and an MBA to equip Vietnamese students with the knowledge and skills for the jobs of tomorrow. Now, through BritCham’s Education Working Group, we are bringing together a coalition of leading educators to scale-up this approach so that more Vietnamese students can benefit from an international education.” 

Matt Ryland, Executive Director of BritCham Vietnam, said: 

“Education is one of the UK’s most successful global exports. From international schools to UK-accredited universities, a British education is valued around the world not just for its academic excellence but also for its emphasis on creating well-rounded students equipped for the jobs of the future. The BritCham Education Working Group has commissioned this report to understand how education in Vietnam is evolving and how British institutions can support this development meaning Vietnamese students can access this world-class education here at home.” 

Thue Quist Thomasen, CEO of Decision Lab, added: 

“The change in attitudes towards education highlighted in our data reflects broader societal shifts. Parents still want schools and universities to set their children up for success. But good grades alone are no longer enough to achieve this. In a modern, competitive jobs market, companies are now looking for candidates with a broader range of skills including foreign languages, problem solving, and communication. Educators who grasp this trend will be well-positioned to capitalise on changing parental priorities and meet growing demand in the market.”