Edward Choi and Young Jae Kim
South Korea has become an attractive destination for international students, boasting a strong higher education system with internationally recognised universities. A complication, however, is emerging with some foreign students enrolling in what they believe are universities, only to later discover that they are attending junior colleges, Korea’s flagship vocational institutions.
This phenomenon may be linked to changes in institutional marketing (identity branding) and key organizational characteristics at junior colleges and universities alike. Many colleges have removed words like “technical” or “vocational” from their names and are now called universities in both Korean and English. They have also expanded their degree offerings to include bachelor’s and, in some cases, even graduate programs.
The blurring of identities (and institutional traits) and the implications thereof are a focus of our study, Confusion in the Marketplace: A Study of Institutional Isomorphism and Organisational Identity in South Korea (Choi and Kim, 2024). Through a national, statistical overview and the content analysis of select institutional websites, we examined the dimensions along which South Korean colleges and universities are organizationally isomorphic, a concept that describes how organizations begin to resemble each other as a result of external pressures (see DiMaggio and Powell, 1983). Importantly, we discuss in our article the market implications for this type of institutional convergence.
Key changes or dimensions of likeness
Nearly all colleges (95%) have rebranded themselves with the term “university” in their Korean names, and 61% have done so in English. Colleges now offer bachelor’s-equivalent degrees, with 92% providing such programs, and some even offering graduate degrees (11%). Both colleges and universities emphasise similar disciplines, including Business Administration, Family & Social Welfare, and Mechanical Engineering, reflecting shared market demands.
Institutional websites suggest colleges and universities adopt similar marketing strategies, emphasising employment outcomes and industry-academic collaboration. Less selective universities resemble colleges in focusing on job-market relevance in research and academic programming. Both institution types operate in local, national, and international spheres with internationalisation efforts at both types.
There are key differences to note. Some universities, particularly elite ones, highlight intellectual growth and social development as a societal role in vision and other identity statements. Research at especially elite universities is both applied and humanities-focused, while this is not true in the case of colleges and lower-tier universities. Furthermore, internationalisation at universities is mostly about citizenship and cultural development while the same is less cultural but utilitarian at colleges (eg career development through international field placements).
Why are junior colleges becoming more like universities?
We discuss several key reasons behind the organisational sameness among Korea’s colleges and universities. One key factor is South Korea’s shrinking student population. With birth rates at record lows, the number of high school graduates has plummeted, creating a crisis for universities and junior colleges alike (Lee, 2024) and forcing these institutions to compete directly for a shrinking pool of students. The offering of baccalaureate degrees and graduate programming, among other organizational changes, may serve as primary examples of survival strategies amid the changing demographics. The same may be said of universities where there is a strong vocational dimension in academic offerings, much like what we see at colleges.
Government policies (both historical and contemporaneous) have also played a major role in the Korean case of institutional isomorphism. Such policy directions have pushed both universities and junior colleges to align their offerings with workforce demands (Ministry of Education, 2023d, 2024a). In 2008 the government approved bachelor’s-equivalent degrees for junior colleges, allowing them to offer advanced major courses. In 2022, junior colleges were even permitted to introduce graduate programs, further blurring the distinction between these institutions and universities.
Additionally, South Korea’s push for internationalisation amid globalisation has encouraged universities and junior colleges alike to aggressively market themselves to international students. The country has set ambitious national goals for attracting students from abroad (ICEF, 2023); as a result, both institutional types are using similar branding strategies. Words like “world-class,” “global,” and “innovative” appear frequently on websites, even in the case of junior colleges like Kyung-in Women’s University, an institution with virtually negligible global recognition or research excellence.
The risks of blurred identities
A key concern with blurred identities and institutional characteristics (including social roles) is that they can create confusion for international students who are increasingly looking to Korea as an attractive education destination. For students seeking a traditional university experience, this can lead to disappointment and even financial and academic setbacks, not to mention reputational damages to Korea and its higher education system.
There is also the issue of mission creep, where junior colleges in their efforts to emulate universities, risk losing sight of their normative societal function. Junior colleges have historically complemented universities in increasing access to education and providing job training for students who might not otherwise pursue higher education (see Brint and Karabel, 1989; Dougherty, 1994; Lee, 1992). This mission is at stake. The accretion and expansion of new and existing programs and services, respectively, require invariably additional resources, which might drive up educational costs. Many prospective students may not be able to afford these fee hikes.
What to make of institutional isomorphism?
At the end of the day, students want a quality education and meaningful career opportunities. It is important for them to clearly understand what they are signing up for – given how important higher education is to shaping their career trajectories. Policy discussions at the national level must now consider the global character of Korea’s junior colleges, whose cosmetic and organisational changes can impact international mobility patterns. Clearer differentiation from a policy perspective is needed in this regard.
We must not ignore the positive implications of institutional isomorphism, whose market advantages have not been fully explored by scholars. We argue that institutional isomorphism – particularly where college and university programs converge – can be strategically utilised as a policy lever to address market challenges. Rather than viewing institutional homogenization as inherently problematic, policymakers could use it to correct market inefficiencies like supply and demand challenges. The shortage of nurses in Korea (see Lee, 2023), for example, is likely being addressed through the joint efforts of colleges and universities in training and producing nurses with similar qualifications.
Unchecked isomorphism, however, has its challenges, as pointed out earlier (ie confusion in the international student marketplace). We are also concerned about a skills mismatch where colleges and universities are pumping out graduates with homogenised skillsets. This type of sub-optimisation can result in high youth unemployment rates and students working in careers unrelated to their academic majors, which are already concerns in Korea (see Sungmin and Lee, 2023).
To conclude, our study notes that institutional isomorphism is a global phenomenon, with similar trends observed in countries such as China, the US, and Australia (see Bae, Grimm, and Kim, 2023; Bük, Atakan-Duman, and Paşamehmetoğlu, 2017; Hartley and Morphew, 2008; Saichaie and Morphew, 2014; Taylor and Morphew, 2010). Further research is needed to assess whether isomorphism in higher education lends to competitive market advantages beyond Korea.
Edward Choi is an Assistant Professor at Underwood International College, Yonsei University. His research interests centre on a range of topics: Korean higher education, traditional Korean education, the internationalisation of higher education, and the global phenomenon of family-owned universities.
Young Jae Kim was a student at Underwood International College, Yonsei University.