SOUTH EAST ASIA: Vietnam

This brief is based on JumpStart’s proprietary fieldwork, partner interviews, and multi-year tracking across South and Southeast Asia.

Vietnam is moving from “promising” to priority. Between 2026 and 2028, institutions that build disciplined coverage in Vietnam—especially Tier-2/3 cities—will see reliable application growth, faster offer→deposit conversion, and resilient yield across undergraduate, pathway, and taught master’s segments. Demand is diversified (STEM, business, health, creative tech), families are value-conscious but brand-aware, and counsellor capability is improving rapidly—if you enable it.

Why invest now:

• Scale with momentum: a large, education-focused middle class and strong mobility appetite.
• Program fit: clear interest in STEM, business analytics, health, hospitality, design/UX, and computing.
• Multi-destination flexibility: strong flows to the U.S., Australia, the U.K., and a steady Canada pipeline despite caps.
• Agency depth: mature networks in metros and fast-developing partner ecosystems beyond Hanoi/Ho Chi Minh City.
   

1. Ambition + affordability math: Families weigh total cost, employability, and time-to-job. Pathways, community college + transfer, and co-ops score well.
2. Parent decision weight: Parents drive deposits; they respond to transparent refund norms, housing clarity, and safety assurances.
3. Documentation discipline: SOP quality and funds evidence are the main friction points. When fixed early, visa outcomes and deposit velocity improve.
4. Agent professionalism: The best agencies are investing in counsellor training, SOP triage, and compliance—if institutions provide toolkits and governance.
    

• Why it grows: STEM pull, Optional Practical Training, scholarship leverage, and strong community college + transfer routes.
   
• What to emphasize: STEM and business, 2+2 pathways, transparent total cost, parent ROI narratives, internship pipelines.
   

• Why it endures: Proximity, alumni networks, perceived work-readiness; regional campuses gain if work-integrated learning is clear.
   
• What to emphasize: Genuine Temporary Entrant readiness, WIL/co-op, state-by-state employability stories, housing support.
   

• Why it competes: 1-year taught master’s efficiency, strong brand pull, and pathway ecosystems.
   
• What to emphasize: pre-master’s, business analytics, health and creative tech; CAS readiness and financial clarity to protect yield.
   

• Why it stays relevant: Co-ops, transfers, and program value; caps slow totals but not interest.
   
• What to emphasize: PGWP-clear programs, co-op outcomes, refund transparency, and agent concentration to meet seat/PAL constraints.
   

Tier-1 hubs: Hanoi, Ho Chi Minh City
Tier-2/3 growth cluster (priority): Da Nang, Hai Phong, Can Tho, Hue, Bien Hoa, Nha Trang

Why this matters: Agents in these cities deliver incremental volume with lower competition and higher counsellor receptivity. Regular enablement outperforms occasional fairs.
 

Undergraduate

• Computing, data, cybersecurity
   
• Business + analytics
   
• Hospitality and tourism (select markets)
   
• Design/UX/interactive media
   

Pathway/Transfer

• 2+2 college-to-university (U.S.)
   
• International year/semester (U.K.)
   
• Academic foundations with English boost (all destinations)
   

Postgraduate (taught master’s, diplomas)

• Business analytics, supply chain, fintech
   
• Public health, health admin, allied health (country dependent)
   
• AI/ML, cloud, product management
   
• Creative tech (UX, game, digital media) and sustainable design
   

• SOP & Funds Studios: Structured clinics with agents and counsellors to diagnose statements, funding proofs, and document gaps before offers go stale.
   
• Parent Trust Circles: Small sessions on budgeting, refunds, housing, and safety. Parents convert quickly when risk feels managed.
   
• Seat-Matrix Selling: Publish seats total/filled/open by program and intake. Align 1:1 meetings to inventory, not just interest.
   
• 30/60/90 Follow-Through: Named-file chasers, deadline ladders, and weekly dashboards until deposits land.
   
• Governance: Quarterly agent scorecards (conversion, refund behavior, complaint log) and a clean-network pledge.
   

• Policy shifts: Hedge by balancing destinations; keep step-pathways ready (pathway/TNE/transfer).
   
• Over-reliance on metros: Lock Tier-2/3 caravans; smaller rooms, higher attention.
   
• Documentation variability: Standardize SOP/funds templates; certify counsellors.
   
• Agent sprawl: Concentrate to a governed core; add micro-agents only with training and KPIs.
   

Quarter 1

• Territory map (city tiers), agent vetting refresh, counsellor certification; publish seat matrix.
  Quarter 2
   
• JSMS City Connect in 2–3 Tier-2/3 cities; SOP/Funds Studios; parent circles.
  Quarter 3
   
• Conversion war-rooms with top agents; deposit drive; pathway and transfer showcases.
  Quarter 4
   
• Scorecard review; rotate out non-performers; expand to 4–6 vetted micro-agents in new cities.
   

• Offer→deposit uplift by city/agent/program
   
• Deposit velocity (days from offer to deposit)
   
• Seat fill vs plan by intake and program
   
• Parent engagement to deposit rate
   
• Counsellor certification completion + quality scores
   
• Refund rate and complaint incidence (quality guardrails)
   

1. Demand is real and resilient—families will stretch for quality and outcomes.
    
2. The market is operationally ready—with the right toolkits, agents convert cleanly.
    
3. Tier-2/3 expansion is a force multiplier—steady volume with less noise.
    
4. Multi-destination strength—you can grow U.S./U.K./AUS while holding a disciplined Canada play.
    
5. Measurable returns—when you sell to seat matrix, certify counsellors, and run 30/60/90 follow-through, deposits move faster.
    

• JSMS Events: Curated 1:1s, micro-clinics, and market briefs that produce named pipelines for 30/60/90 days.

• SeatBoard Intent Summit: Aligns capacity intents by program/intake/city with milestones that map to realistic offer timelines.
   
• Regional Office Management: Your neutral in-country team—agent rounds, trainings, parent hours, and weekly dashboards—without opening an entity.
   
• Agent Vetting & Governance: Screening, code of conduct, training logs, and quarterly scorecards to keep quality high.
   

Bottom line: Vietnam is a high-yield engine for 2026–2028. Institutions that commit to disciplined Tier-2/3 coverage, governed partners, and conversion-first operations will win deposits—consistently.

Speak to JumpStart about a Vietnam territory plan and a 90-day execution sprint aligned to your next intake.