British culture – including fictional creations such as Peppa Pig and Mr Bean – represent a key deciding factor for international students choosing where to study, new research indicates.
According to a survey by the British Council, more than four in five (83%) foreign students attending UK universities said British culture played an important role when selecting an overseas destination.
The survey of 2,500 UK-based students originating from five countries revealed that 59% regarded fictional British figures as a major or strong influence behind their choice to study in the UK.
Of those swayed by fictional British characters, Harry Potter was selected by 22%, followed by Mr Bean (21%), James Bond (21%) and the pre-school animated character Peppa Pig (19%).
Administered by Censuswide in April and May, the study polled 500 UK-based students aged between 18 and 25 from each of the five leading sender nations to the UK: the US, China, India, Pakistan and Nigeria.
British music was cited as a major or strong influence by more than three in five (62%) respondents deciding to undertake their education in the UK.
Among those influenced by music from the UK, Ed Sheeran (18%), Dua Lipa (17%), Coldplay (16%) and Harry Styles (16%) emerged as the most popular selections.
Furthermore, nearly three in five (58%) of all surveyed students stated that British cultural icons were a strong or major influence on their choice to study in the UK.
Among those affected by British cultural icons, Queen Elizabeth II (18%), Princess Diana (16%), Sir David Beckham and King Charles III (16%) were selected most frequently.
Catriona McCarthy, the British Council’s interim director for education, said: "The UK is renowned for our world-class degree programmes and global reputation of our higher education institutions.
"It is clear from this survey, however, that UK culture is also a huge draw for international students.
"At a time of increased competition, it is crucial that the UK does everything it can to maintain its position as a global leader in higher education, drawing on all aspects of our higher education proposition and a culturally vibrant UK in order to attract the best students from around the world."
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