by Kyuseok Kim
As US universities confront declining domestic enrolments, political instability, and intensified scrutiny over their financial and ideological foundations, a growing number are once again looking outward. International branch campuses (IBCs), once celebrated as symbols of academic globalism and later scrutinized as costly misadventures, seem to be returning to the strategic conversation, not only as diversification mechanisms but also as protective pivots in an era of unpredictability.
Georgetown University’s decision to extend its Qatar campus for another decade and the Illinois Institute of Technology’s plan to launch a new campus in Mumbai are recent examples. Behind such moves lies a quiet but growing calculus: that global presence may serve as both brand amplifier and institutional hedge, especially in the face of resurging nationalism, culture wars, and regulatory constraints at home.
South Korea’s Incheon Global Campus (IGC), a government-backed transnational education hub, is now preparing to welcome two additional foreign universities and one of them is American. But as the IGC experiment has already entered its second decade, its mixed results offer not a template but a cautionary tale. For any U.S. institution considering overseas expansion, IGC reminds us that expectations of seamless demand, regional magnetism, and reputational uplift often collide with complex realities.
The pitfall of assuming “If you build it, they will come”
At the heart of many US institutions’ international ventures lies a persistent assumption: that placing an American university within geographic proximity to large student markets will organically generate demand. IGC was envisioned as a Northeast Asian education magnet, ideally situated to recruit from China, Vietnam, Indonesia, and beyond. The notion was that Korea’s infrastructure, safety, and proximity, combined with US academic credentials, would make IGC highly attractive.
But the numbers tell a different story. As of 2024, IGC’s five institutions, SUNY Korea (Home of Stony Brook University, Fashion Institute of Technology), George Mason University Korea (GMUK), University of Utah Asia Campus (UAC), Ghent University Global Campus (GUGC), enrol about 4,300 students, far short of the original 10,000 target. Among them, only 400 are international students, accounting for 9%. And of those, just around 20 are from China, the very country that was expected to be a key source of enrolments.
This dearth is not for lack of infrastructure or academic rigor. Rather, it illustrates the limitations of relying on passive geographic logic. In an age where students and parents are increasingly sophisticated consumers of education, recruitment requires far more than proximity or even prestige. It demands clarity of value, strong brand presence, affordability, cultural alignment, and a persuasive post-graduation pathway.
English-medium instruction as a double-edged sword
US institutions often assume that English-medium instruction (EMI) automatically confers competitive advantage in Asia. At IGC, all programs are delivered entirely in English, and faculty are predominantly international; 188 of the 304 faculty members across the five campuses are foreign nationals. On paper, this aligns with global academic norms and affirms a commitment to international standards.
However, EMI can paradoxically limit access. While affluent Korean students may see EMI as an elite advantage, students from Vietnam, China, and Indonesia often seek local cultural immersion, language acquisition, and regional relevance. For many Chinese students in particular, one of the draws of studying in Korea is precisely to learn Korean and gain access to Korean labour markets. EMI-only models thus alienate both local integration seekers and English-language learners.
Moreover, when EMI is not paired with robust academic support services, such as English-language tutoring, multilingual advising, or transitional curriculum tracks, it can undermine retention and student success. IGC’s high leave-of-absence rate (26% of total enrolment) may in part reflect this challenge. The EMI strategy, while noble in intent, must therefore be contextualised. In transnational campuses, language policy is not just a delivery decision, it is a recruitment strategy.
Misplaced confidence in institutional brand recognition
American universities often overestimate their brand power abroad. SUNY Korea, anchored by Stony Brook University, and GMUK both represent reputable public institutions in the US academic ecosystem. Yet in East Asia, brand equity does not always travel well. Many students and parents in China, Southeast Asia, and even Korea struggle to distinguish among US institutions unless they are among the globally top-ranked or highly visible.
In contrast, joint-venture universities such as NYU Shanghai or Duke Kunshan benefit from stronger recognition, thanks in part to the halo effect of globally prestigious parent institutions and active marketing within China. These institutions also benefit from location-based credibility; being within China, their offerings align more naturally with Chinese career and immigration aspirations.
Geopolitical frictions and the fragility of demand
US institutions frequently see international branch campuses as safe havens from domestic politics. Yet international expansion brings its own geopolitical risks. IGC’s failure to attract Chinese students cannot be separated from the lingering effects of the 2017 THAAD (Terminal High Altitude Area Defense) dispute – a regional conflict that emerged when South Korea agreed to deploy a US missile defense system on its soil. China strongly opposed it, viewing the system as a threat to its own strategic interests. In response, China imposed strong sanctions on South Korea, which led to the challenges in educational diplomacy between two countries. Nor can it be divorced from the broader geopolitics of US-China relations, which makes Chinese families wary of American degrees, especially those delivered from politically allied countries like Korea.
There is also the perception gap between a degree “from a U.S. university” and a degree “earned in Korea.” Even when academic standards and credentials are identical, students and employers may view transnational degrees as second-tier or less prestigious. For example, in Korea, IGC campuses are often viewed as a second choice in the stratified higher education structure locally. The reputational buffer that a US degree once offered is increasingly interrogated, especially in environments where political affiliations, social conditions, and post-graduation options matter more than branding. In this sense, branch campuses are not outside the storm; they are situated in a different part of it.
A US-oriented reality check within the local contexts
For US universities, the decision to open a branch campus abroad is no longer a question of academic vision alone; it is a financial and reputational calculation. The domestic context is sobering: declining birth rates are shrinking the college-aged population, public trust in higher education is waning, and federal support for research and student aid is increasingly politicised. Internationalisation is no longer just an opportunity; it is increasingly seen as a survival strategy.
But survival strategies must be strategic, not reactionary. IGC’s challenges illustrate what happens when institutions pursue global expansion without first understanding the local education marketplace. Without granular market research, locally embedded partnerships, and nuanced branding strategies, even well-intentioned ventures become “white elephants”, costly and underutilized. A forthcoming US institution entering IGC would have an opportunity to learn from these lessons and chart a different path. But it must begin with humility and cross-cultural understanding.
This concern is heightened by structural reforms driven by demographic decline and the growing uncertainly embedded in Korea’s higher education system. As competition for enrolment intensifies, some struggling institutions see IGC’s local recruitment as a threat, even calling it a “brain drain within Korean territory,” since most IGC students are Korean. While IGC claims it draws students who would have studied abroad, offering a net economic benefit, that argument may fall flat for universities fighting to stay afloat.
Conclusion: toward a more grounded globalism
The story of Incheon Global Campus is not one of failure, but rather a valuable case study. It reflects a potential disconnection between institutional ambition and market behaviour; between the idea of internationalisation and its on-the-ground execution. It reminds us of that proximity to students is not the same as access, and that transnational education requires more than exporting curricula across borders, it demands building relevance across cultures.
For US universities hoping to extend their reach, the time for romantic notions of global campuses has passed. What is needed now is realism. That means conducting rigorous market analysis. It means understanding the competitive landscape; not just in Seoul or Shanghai, but in second-tier cities where price sensitivity and post-graduation pathways determine enrolment decisions. It means creating flexible programs that can respond to local aspirations and global uncertainties. It means designing campuses that feel anchored, not transplanted.
The myth that a US branch campus in South Korea will become a magnet for students across Asia, particularly from China, has not materialised. With only a handful of Chinese students across IGC’s entire enrolment, it is clear that assumptions must be rethought. Transnational education remains a worthy goal. But if the next generation of branch campuses is to thrive, especially in East Asia, it must be forged not in the image of prestige, but in the crucible of strategy. It must be attentive, adaptive, and above all, aware.
Kyuseok Kim (KS) is the inaugural Center Director of IES Abroad Seoul, where he leads strategic, academic, and operational initiatives while building partnerships with local institutions. He brings extensive experience in student recruitment, international relations, and business development, with prior roles at UWAY, M Square Media, SUNY Korea, and Sungkyunkwan University. KS is a Fulbright Scholar and a doctoral candidate in Educational Administration and Higher Education at Korea University. He holds an MBA from Sungkyunkwan University and a BA in English Language Education from Korea University. As a scholar-practitioner, he contributes regularly to both international and South Korean publications on global education topics. ks.kyuseok.kim@gmail.com www.linkedin.com/in/ks-kim-intled
