Investigating the Push and Pull Factors for International Students Attending a Rural University in Japan

Over the past decade, Japan’s declining birth rate has created challenges in undergraduate student recruitment, particularly for private universities (MEXT, 2023)(1). In response, many institutions have turned to increasing international student enrolment. This study investigates the social, cultural, economic, and academic factors that push students to study abroad and pull them toward rural regions of Japan, with a specific focus on why students may choose rural areas over metropolitan centres. Data was collected through questionnaires (n = 48) distributed to international students from nearby Asian countries and supplemented by in-depth interviews with a smaller sample. Principal Component Analysis (PCA) revealed that a three-factor model—academic facilities, quality of life (QoL), and access to economic opportunities—offered the best fit, despite an initial four-factor hypothesis. Among these, QoL emerged as the most significant, with 87% of participants citing lower cost of living as a major attraction of rural areas. Additionally, 79% believed cultural events were more accessible, and the same percentage felt rural environments offered better opportunities to improve Japanese language skills. These were identified as key drivers behind student choices. Qualitative interview data further revealed that, contrary to the survey responses, institutional ties between Japanese universities and students’ home countries played a significant role in encouraging rural study. Interviewees also highlighted that the longer admissions acceptance period typical of rural universities was a decisive factor in their choice of institution.