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Considering the emergence of S. Korea as a regional hub especially in the undergraduate students’ inter-Asian mobility, this study reveals that S. Korea’s emergence as a regional hub reflects the S. Korean government’s voluntary and strategic efforts to position its higher education institutions as a niche market, and furthermore its role as a manger in legitimizing and sustaining the hierarchical structure of the global higher education market.s study found that the S. Korean government’s efforts to establish S. Korea as an Asian regional hub for international students are intimately related to the government’s goal of promoting both its higher education institutions and the S. Korean brand.