Education Market Study 2024

Education Market Study 2024 is a report by Decision Lab, BritCham Vietnam, and key education partners on shifting priorities among Vietnamese parents. Families are moving beyond an achievement-driven culture - 74% now rank their child's self-reliance and wellbeing as their top educational goal, above academic results. It gives education stakeholders an evidence-based view of how families now weigh academic performance against essential life skills. The report is written for schools, educators, and education stakeholders responsible for meeting changing parent and student expectations.

Key highlight points:

• Parents value life skills alongside grades. Ethics (72%) and critical thinking (68%) now rank above academic results as parents' educational goals - a clear shift toward character over grades alone.

• Interest in bilingual and international programmes is rising. Bilingual and integrated enrolment is climbing across K12 - reaching 27% at secondary level, up from 20% in earlier cohorts - as parents seek English fluency and global exposure.

• Parents shape university choices around job stability. 64% of students make their university and degree choice with parental input, and job security drives it - 68% of families targeting a Bachelor's as the final stage prioritise a stable job.

• Demand for international education is climbing. 49% of parents now aim to give their child an international or transnational higher education, driven by English proficiency and global adaptability - though cost remains the top barrier, cited by 68%.