Matt Jansen is the Head of International Student Recruitment. With over a decade of experience, he has cultivated an expert perspective on the higher education landscape, building his career across the UK, Europe, and currently, Southeast Asia.
From scaling the Bloomsbury Institute London from 30 to 2,000 students to spearheading international recruitment at Corvinus University of Budapest and now leading initiatives at the British University Vietnam, Matt has gained an invaluable, first-hand understanding of how global universities compete to attract international talent.
In this exclusive interview, he explores how changing policies in the “Big Four” destinations—the US, UK, Canada, and Australia—are reshaping the higher education environment in Southeast Asia. No longer just a source region, Southeast Asia is emerging as a premier study destination, with Indonesia and Vietnam rising alongside established hubs like Singapore and Malaysia.
Jansen highlights a fundamental shift in student behavior: the Gen Z cohort is increasingly pragmatic and outcomes-oriented. Students are prioritizing return on investment, meticulously evaluating universities based on internship opportunities, employability, and practical, real-world skill development.
From London to Vietnam: building a career in international student recruitment
Online Result: Your career in international student recruitment spans from the UK to Vietnam. Could you share how your professional journey evolved?
Matt Jansen: As a Londoner, I pursued my Economics degree at the University of Leeds—a path that significantly shaped my professional trajectory and deepened my appreciation for the Russell Group university experience.
My final year involved working at the university’s Careers Centre. Graduating in 2011, amid the aftermath of the global financial crisis, I entered personnel recruitment back in London. While challenging, this role was a masterclass in sales, strategic planning, and revenue generation—skills that became the bedrock of my career.
“I am a strong advocate for British education, based on both my time at Leeds and my early teaching career. Moving to Southeast Asia to represent a university delivering a British curriculum was an incredibly appealing opportunity.”
I eventually moved into student recruitment at a London college, starting with a team of five and a small initial cohort of 30. Through favorable market conditions and consistent performance, I helped scale the institution to 2,000 students over eight years. It was a rewarding project to oversee such significant growth in the higher education sector.
Subsequently, I relocated to Hungary to lead international recruitment for a top-tier business school, Corvinus University of Budapest. Spending four years there provided a wonderful European perspective before I finally turned my focus toward Southeast Asia, which had been a long-standing personal and professional goal.
Business trips across China, Malaysia, and Indonesia made an immediate impression. The scale of infrastructure and urban development in these regions was striking, making Europe feel quite small in comparison.
Eighteen months ago, I discovered British University Vietnam. I was looking for a new challenge, and the chance to contribute to a university delivering a high-quality British curriculum in a vibrant, optimistic country like Vietnam was perfect. It’s an exceptional environment for both career growth and academic achievement.
Online Result: We’ve seen Western universities expanding into Southeast Asia. What exactly is driving this trend?
Matt Jansen: Over the last four years, the "Big Four" destinations have shifted their higher education policies significantly. This has had a substantial knock-on effect, prompting students to actively seek alternative, reliable study destinations.
International universities are responding to this shift by expanding their presence in Southeast Asia, while an array of high-quality local institutions have also gained significant momentum.
While Singapore, Malaysia, and Thailand have long been established hubs, the rise of Vietnam is the most notable recent change. I am proud to have played a part in attracting international students to this market. Simultaneously, we are seeing promising growth in Indonesia.
Southeast Asia has evolved from being primarily a source market to becoming a destination in its own right. We are witnessing not just internationalization, but regionalization; a significant portion of students in the region are now choosing to study within Southeast Asia itself.
We are seeing a diverse influx of students from neighboring countries, as well as South Asia and China, cementing the region's status as a burgeoning global education hub.
“Southeast Asia has transitioned from a mere source of students to a dual role as both a source and a destination, driven by a surge in internationalization and regional academic cooperation.”
Why students are looking beyond traditional study destinations
Online Result: What key factors are motivating students to look beyond traditional study destinations?
Matt Jansen: Rising tuition and living costs in the "Big Four" are major barriers. Visa uncertainty and shifting post-study work policies are also complicating factors. For instance, the UK's upcoming adjustment to post-study work visas (to 18 months by January 2027) is something prospective students are closely monitoring.
Furthermore, many students are reconsidering their destinations based on the political climate and the level of inclusivity they feel in certain host countries.
This has led students to explore alternatives in Europe, where nations like Poland, Hungary, Germany, the Netherlands, and the Nordics offer world-class education. These regions often provide affordable, English-taught programs with clearer paths to post-graduation employment.
Southeast Asia, however, is the region to watch. Beyond the policy shifts, the expansion of UK and Australian branch campuses provides a high-quality international education offer that is both accessible and relevant to the regional labor market.
What Gen Z really wants from a university today
Online Result: When choosing where to study, what are the primary considerations for today’s students?
Matt Jansen: Factors like cultural proximity, affordability, and the availability of quality international education are paramount. Modern students seek an authentic international experience, but they demand a tangible return on their investment.
Gen Z is notably pragmatic; as 2025 Deloitte research suggests, they are focused on clear outcomes. If a university cannot provide internships, clear pathways to graduate employment, and a curriculum that builds practical skills, it will struggle to attract this generation.
While students focus on careers, parents remain integral to the decision-making process in this region, prioritizing quality benchmarks like accreditation and global recognition. At BUV, our model addresses both needs: offering an international, high-quality education closer to home as a foundation for global success.
Value for money is also key. Why invest $40,000+ annually in tuition, plus hefty living expenses, when you can receive a comparable, high-quality education at a fraction of the cost, just a short flight away?
Furthermore, the realities of living abroad can be challenging. Having lived in London, I know the high cost of rent and urban living often falls short of the glamorous perception of studying abroad.
If universities in Southeast Asia deliver excellent career integration and practical curricula at a more accessible cost, they become highly competitive alternatives to traditional Western institutions.
Online Result: For students concerned about quality, how does a degree earned in Southeast Asia truly stack up against those from the UK or US?
Matt Jansen: The honest answer is that it varies. It is crucial for students to conduct thorough due diligence regarding accreditation and standards.
I can confidently state that British University Vietnam is world-class, holding UK QAA quality assurance accreditation and a prestigious QS 5-star status—a high honor even for many established European institutions.
“Evaluating the caliber of your instructors and the diversity of your student peer group is just as important as checking the institution's accreditation.”
We prioritize transparency by publishing academic profiles on our website. Approximately 89% of our faculty hold PhDs, with 80% coming from international backgrounds. This ensures a truly global and high-quality academic environment.
Our state-of-the-art campus also reflects our commitment to excellence. Having worked in this sector globally for many years, I can attest that the quality of our facilities is unmatched by many traditional institutions I have visited in Europe or the UK.
Online Result: Could you tell us more about the campus and the student life experience?
Matt Jansen: We currently accommodate 5,500 students, with expansion plans to reach 10,000. Since 2018, we have been based in Ecopark, a peaceful, green smart city about 40 minutes from downtown Hanoi, which offers an incredible lifestyle—I even live here myself.
Online Result: How do universities connected to Western institutions typically operate in this region?
Matt Jansen: There are three primary models. First, local universities, some of which are featured in the QS top 200, which offer local qualifications. Second, international branch campuses like RMIT, where international universities operate their own subsidiaries. Finally, there is the collaborative degree model, which we utilize.
The branch campus model is a staple of Southeast Asia, involving UK, Australian, or US institutions running their own direct overseas campuses. This remains a significant development across China, India, and Indonesia.
Our third model is a collaborative delivery structure. As an independent university in Vietnam, we work closely with both the British and Vietnamese governments. Most of our degrees are UK-validated—including prestigious University of London programs developed under the academic direction of the London School of Economics (LSE)—providing students with internationally recognized credentials.
Ultimately, the best choice depends on the student's personal goals—whether they prefer a local qualification, a direct branch campus experience, or a top-tier UK collaborative degree. Each pathway offers distinct benefits for future career success.
Online Result: Are these programs tailored for local employment or broader global careers?
Matt Jansen: The distinction is fading. The local and global job markets are increasingly intertwined, and our approach in Vietnam increasingly mirrors best practices found in the US, UK, and Europe.
Vietnam’s economy is booming, particularly in sectors like tourism, which saw over 20 million visitors last year, creating a wealth of opportunities for our graduates.
“Modern universities must integrate practical components; for us, internships are embedded directly into the curriculum to ensure our graduates are workplace-ready.”
By utilizing a UK curriculum and partnering with esteemed British universities, we ensure our programs are perfectly aligned with both regional labor needs and international standards. This involves constant collaboration with local industry leaders to ensure curriculum relevance.
In 2026, a strong practical component is essential for any institution aiming for relevance. We emphasize that internships and industry experience are not optional—they are vital for long-term career growth.
Universities are effectively operating in a business environment; to remain competitive and deliver value, they must ensure every program leads to tangible, real-world professional outcomes.
Online Result: Could you shed light on the visa application process for international students in Vietnam?
Matt Jansen: Generally, Southeast Asia offers a much more accessible and streamlined visa environment for international students compared to the traditional Western destinations.
In Vietnam, the process is remarkably open and supportive. Unlike the stringent financial reporting required in countries like the UK, Vietnam focuses on academic acceptance and a simple tuition deposit, with a standard visa application fee of approximately $145 USD.
Our university manages the entire visa process for the student. Our dedicated compliance team conducts one-on-one briefings with students and their families to explain the requirements, offering flexibility regarding where the visa can be collected—either from an embassy abroad or upon arrival.
“The university handles the visa process on the student's behalf, ensuring a transparent, quick, and hassle-free experience.”
The process is exceptionally efficient, typically taking under 20 days, with a maximum planning window of 45 days. This efficiency is a massive benefit for us, allowing us to attract a diverse student body that might otherwise face significant hurdles elsewhere.
While in many Western countries, high visa rejection rates persist, Vietnam’s open approach is a strong advantage. Additionally, international students here are permitted to work during their studies. While proactivity is encouraged to find the right opportunities, the overall value proposition makes Vietnam an increasingly attractive choice for international learners.