Insatiable thirst for English boosts language schools

You have probably come across a goofy rabbit waving a flag, a grim-faced businessman looking upward into the sky, or a smiling trio comprising a Japanese and two foreigners giving the thumbs up.

The advertisements are different but the goals are the same. These people — and the flag-waving rabbit — are all part of massive ad campaigns launched by companies battling for their slice of the 670 billion yen foreign-language education industry, which is prospering thanks to the nation’s insatiable desire to learn English. The Japan Times, 4 June, 2004.


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