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Article published In: Journal of Asian Pacific Communication
Vol. 36:1 (2026) ► pp.1–22

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(Mis)representation of Hong Kong as an English-speaking city

An analysis of study abroad agency websites for Japanese students

ORCiD logo with link | Iwate University
Published online: 15 January 2026
DOI logo with link
https://doi.org/10.1075/japc.25064.kob
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.
Article outline
  • 1.Introduction
  • 2.Literature review
    • 2.1Westernness and asianness
    • 2.2Tourism and pedagogy
    • 2.3English varieties in the Asian Outer Circle
    • 2.4The current status of English(es) in Hong Kong
  • 3.Methodology
    • 3.1Data collection
    • 3.2Data analysis
  • 4.Findings
    • 4.1Hong Kong as a city with ample opportunities for language learning
    • 4.2Hong Kong as a city of hospitable Asians?
    • 4.3Hong Kong as a site of educational tourism
  • 5.Discussion
    • 5.1Hong Kong as a city with many opportunities for language learning
    • 5.2Hong Kong as a city of hospitable Asians?
    • 5.3Hong Kong as a site of educational tourism
  • 6.Pedagogical implications
  • 7.Conclusion
  • References
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