College entrance exam takers were found to consider a university's name the most important criterion when entering college, ahead of preferences for departments or career prospects.
According to a survey by Jinhaksa on 1,649 applicants for the 2026 regular admission on the 28th, to the question asking for "two factors considered when choosing a university," university name value was highest at 70%.
It was followed by department/major fit (64.8%), employment rate and career prospects after graduation (44.5%), and living conditions such as distance and commuting (17.5%).
The tendency to value university name value stood out among humanities-track test takers. Among humanities applicants, 79.1% answered that a university's name is important. In contrast, in the natural sciences track, responses prioritizing department/major fit (66.8%) were higher than university name value (64.1%).
Among natural sciences test takers, 50.2% said they place importance on employment rates and post-graduation career prospects, a higher level than the humanities track (36.9%).
Woo Yeon-cheol, head of the admissions strategy research center at Jinhaksa, said, "Test takers perceive a university's name as the most reliable safe asset," and noted, "It was also confirmed that in the natural sciences track, there is a clear tendency to prioritize major over university."