Abstract This study analyzed the website contents of 10 Japan-based study abroad agencies to examine how Japanese students are encouraged to study English in Hong Kong. The deductive content analysis revealed that the agencies (mis)represent Hong Kong as (1) a former British colony with English being used “throughout the city”, (2) a global education hub that thrives on and produces elite English-speaking youth, and (3) a Mandarin-speaking city economically flourishing with the rise of China. The study also found the city was marketed with nearly no reference to Asian and pro-Japan hospitality. This study discusses the significance of examining the present and future of Hong Kong’s English study abroad market which is situated in the increased competitiveness of the Philippines and Singapore, the continued western English/education supremacy, the shifting linguistic and national identity development in the city, and its new relation with the rest of the world.
Yoko Kobayashi (Thu,) studied this question.