Vietnam – moving from diversity to a revenue country for U.S. enrollment | Intead

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Show Info: Ms. Hien Dao is a U.S.-educated native of Vietnam and CEO and founder of Golden Path Academics. She talks about the recruiting environment for U.S. universities in Vietnam. What are students looking for? What do parents in Vietnam need to know about U.S. education? Learn from Hien Dao’s first-hand experience in the Vietnamese market. Ms. Dao describes in her conversation with Michael Waxman-Lenz, CEO of Intead, a surge in demand for U.S. universities in Vietnam, hampered by a lack of appropriate information. She emphasizes that parents make education decisions for their children. However, most often, parents lack the language capabilities or familiarity with the U.S. educational system for making fully informed decisions. As a result, parents rely on friends or family for recommendations. Golden Academic Path is stepping into this void, both with digital and offline information. Vietnam has over 100,000 students studying abroad in 49 countries. A quarter of these students are in Australia. The U.S. is the second most important destination. But the growth rate in the U.S. as study destination has been impressive, increasing more than threefold to 18,000 students over the past five years ago. Ms. Dao expects this trend to continue as the Vietnamese economy grows. Higher incomes and increased attendance in bilingual high school programs in Vietnam fuel this trend. Vietnam is moving from a diversity country for universities to a revenue country, meaning U.S. universities are able to charge their regular tuition level. Seventy percent of students are paying today either full or partial tuition as opposed to relying on scholarship funds. Ms. Dao highlights that Vietnam is an early-stage market, and universities have the opportunity to create a local brand through consistent marketing investments.

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