The changing identity of universities in Japan: Pushing towards an international campus

​As higher education institutions (HEIs) face growing competition, many are turning to English Medium Instruction (EMI) as an internationalization marketing strategy. However, this rapid implementation of EMI is quickly outpacing empirical research, with few studies focusing “on the ground-level (mis)alignment between EMI as policy and the actual experiences, and attitudes, of key stakeholders” (Hu et al., 2014, p. 23). In Asia, little empirical research has been conducted on the potential impact of EMI as a policy or how EMI is managed in HEIs. Accordingly, this study provides insights into the provision of EMI, examining HEIs in Japan. Looking at education reform in response to internationalization policies and the experiences of stakeholders, research findings reveal a mis-match in EMI management as stand-alone programs within institutions, leading to diversity or ‘integration’ related issues. Research findings reveal a better conceptual framework is required for shaping the future of EMI in Japan.