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Harry Potter, Mr Bean and Peppa Pig draw international students to UK, with 83 per cent citing British culture as key factor

From the Newshound archive · first published 29 September 2026.

Dobby, the beloved Harry Potter character, whose franchise led the British Council survey with 22 per cent of international students citing it as a draw to UK study.
Dobby, the beloved Harry Potter character, whose franchise led the British Council survey with 22 per cent of international students citing it as a draw to UK study.
Daniel Craig as James Bond, one of the fictional characters cited by 21 per cent of international students as a key reason for choosing to study in the UK, according to a British Council survey.
Daniel Craig as James Bond, one of the fictional characters cited by 21 per cent of international students as a key reason for choosing to study in the UK, according to a British Council survey.

A British Council survey of 2,500 international students from the US, China, India, Pakistan and Nigeria found that fictional characters rank among the top reasons people choose to study in the UK. Harry Potter led at 22 per cent, with Mr Bean and James Bond each at 21 per cent, and Peppa Pig at 19 per cent. Ed Sheeran, Dua Lipa, Coldplay and Harry Styles were the leading musical influences, and 62 per cent named British music as a strong draw. British Council interim education director Catriona McCarthy called it 'crucial' that Britain stays 'culturally vibrant' to attract the best students globally.

The 404,500 overseas students who began courses in 2024/25 are expected to generate £45.1bn in economic benefits against a £4.7bn cost to taxpayers.

Queen Elizabeth II was the most cited real-world British cultural icon at 18 per cent, followed by Princess Diana and David Beckham.

British culture was a significant factor in the decision to study in the UK for 83 per cent of those surveyed.

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