On March 28, 2025, the KBS Korean Language Center announced a significant collaboration with Professor Jieun Kiaer from the University of Oxford, aiming to enhance the globalization of the Korean language. This partnership is designed to lower the barriers to learning Korean and assist learners in overcoming what has been termed the "Korean jitters"—a common anxiety experienced by those attempting to master the language.
The center has chosen to utilize the Korean textbook "Annyeong? Korean!" which was co-authored by Kiaer, along with Kim Hyun-mi and Nicola Fraschini. This innovative textbook will be integrated into the center's language education and assessment program. During a business agreement ceremony held on the same day, Professor Kiaer was appointed as general counsel, tasked with overseeing the overall content of the project.
Sung Jae-seong, head of the KBS Korean Language Center, expressed the center's goal of addressing the challenges faced by Korean learners. He stated, "In contrast with the global popularization of Korean content around the world, existing Korean language learning materials are considered uninteresting and are assessed to be overly difficult, causing learners to say they get anxiety when learning Korean. So we wanted to solve this challenge for Korean learners."
The new textbook is being touted as a "completely new kind of Korean language textbook". Unlike traditional materials that often focus heavily on grammar, this book emphasizes conversational Korean, enabling learners to progress through their studies more effectively. Professor Kiaer elaborated, "The biggest difference from existing textbooks is that, instead of being grammar-based, it focuses on conversational Korean, allowing learners to complete their studies all the way through."
In addition to the textbook, the KBS Korean Language Center plans to introduce a new assessment exam, provisionally named "KBS Topik." This exam aims to provide a more supportive testing environment, allowing learners to evaluate their Korean proficiency in a friendly and enjoyable manner. Professor Kiaer emphasized the need for assessments that support learners, stating, "The goal should be a test that supports learners in passing, not one that sets them up to fail."
Established in 2007, the KBS Korean Language Center is a public interest organization created by the national broadcaster KBS. Its mission is to promote the Korean language and Korean-language-based cultural content globally. The center also oversees the KBS Korean Language Proficiency Test, which assesses non-native speakers’ abilities in Korean.
In a separate development on the same day, a new market research report by Meticulous Research® highlighted the booming online language learning market in North America. The report projects that this market will skyrocket from $2.9 billion in 2024 to an impressive $9.8 billion by 2031, reflecting a compound annual growth rate (CAGR) of 19.3% during the forecast period from 2024 to 2031.
The growth of the online language learning market is largely driven by increasing globalization, the need for cross-border communication, and the rising adoption of artificial intelligence (AI) in e-learning platforms. Businesses are increasingly prioritizing multilingual proficiency among their employees, fueling the demand for digital language learning solutions. Furthermore, the affordability of online language learning platforms compared to traditional classroom settings is making language education more accessible to a broader audience.
AI integration is revolutionizing the language learning landscape by providing personalized learning experiences. AI-driven solutions analyze users' learning patterns, adapt content accordingly, and offer real-time feedback, which significantly enhances engagement and retention. Additionally, flexible pricing structures—ranging from subscription models to pay-as-you-go plans—are making language education more accessible, allowing learners to choose cost-effective options that fit their needs.
The report also noted a surge in investments in language learning start-ups, particularly those developing AI-powered conversational learning tools and gamified content. For example, in March 2023, Speakeasy Labs, Inc. raised approximately $27 million in Series B funding to enhance its AI-based language learning solutions.
Moreover, the adoption of wearable technology, such as virtual reality (VR) headsets and smartwatches, is enriching the online language learning experience by creating immersive learning environments. VR solutions offer interactive, real-world simulations for language practice, while smartwatches facilitate on-the-go microlearning, making language acquisition more convenient and effective.
Despite the promising growth trajectory, the online language learning market faces several challenges. High development costs for AI-driven learning platforms and limited internet accessibility in certain rural areas restrict access to online education. Additionally, regulatory concerns and data privacy issues related to AI-powered e-learning solutions pose hurdles that need to be addressed.
Insights from the report reveal that self-learning apps dominate the market, as they provide flexibility, affordability, and access to high-quality learning materials without geographical constraints. The segment for learners aged 13-17 holds the largest share, driven by the increasing integration of digital education tools in secondary education and the growing interest in multilingual proficiency among students.
English remains the most sought-after language in North America, followed by Spanish and French, reflecting the region's diverse linguistic landscape and the demand for global communication skills. The United States is the leading market for online language learning, propelled by rising disposable incomes, a high adoption rate of new technologies, and increasing immigration levels that create a demand for language proficiency.
Leading companies in the North America online language learning market include Babbel GmbH, Duolingo, Inc., and Rosetta Stone LLC. These companies are continuously investing in AI-driven platforms, strategic partnerships, and technological innovations to enhance user engagement and expand their market presence.
As interest in language learning continues to grow, both the KBS Korean Language Center's initiatives and the expanding online language learning market in North America reflect a significant shift towards more accessible and engaging methods of language education.
