A NAVER playbook for recruiting Korean families

Korean families are among the most engaged audiences an international school can have. They compare schools carefully, ask detailed questions and talk to other parents before deciding. The good news: most of that research happens in a few predictable places — and a school can prepare for all of them.

What do Korean parents look for in an international school?

Most questions fall into a handful of themes: the curriculum and how it compares with the Korean system, English-language support for children who are still learning, university destinations, safety and boarding, fees and scholarships, and whether there is already a community of Korean families. A school that answers these clearly, in Korean, removes most of the uncertainty that stops parents from enquiring.

Where do they research?

For most Korean parents the starting point is NAVER, Korea's leading search portal, where blog posts, café discussions and Q&A dominate the results. More and more parents also ask AI assistants such as ChatGPT or Gemini for a shortlist. A school therefore needs two things: a strong Korean-language presence on NAVER, and clear, consistent facts that AI assistants can quote.

What should a school publish on NAVER?

• An admissions guide in Korean — steps, documents, entry tests and timelines for Korean applicants.
• Fees and scholarships explained — what is included, what is extra, and how payments work.
• Curriculum comparisons — IB, A-Level or AP explained against the Korean system, including how students transfer back if needed.
• Day-in-the-life posts — timetable, lunch, clubs and boarding life, with plenty of photos.
• English support — how the school helps students who are still building their English.
• University destinations and alumni stories.
• Open day and event announcements, followed by recap posts for parents who could not attend.

How do you get recommended by AI assistants?

AI assistants favour facts that are clear and repeated consistently across sources. Publish an FAQ in Korean and English, keep the school's name, curriculum, age range and fees described the same way on your website, your NAVER blog and directories, and make sure your school profile on comparison platforms such as ISPP is complete. Then check what AI assistants actually say about your school and fix the gaps — that is what AEO and GEO work does.

A 90-day starting plan

1. Month 1 — foundations. Open the official NAVER blog, plan keywords around your city, curriculum and school type, and publish the core posts: admissions, fees, curriculum and school introduction.
2. Month 2 — answers and reach. Add Korean FAQs and day-in-the-life content. Promote open days with NAVER search ads.
3. Month 3 — trust and measurement. Invite Korean families or bloggers to visit and share their experience, and start tracking NAVER rankings, enquiries and AI mentions every month.