Opportunity Information: Apply for PD SEOUL FY22 03
The Education Influencers Exchange Program (Funding Opportunity Number PD-SEOUL-FY22-03, Assistance Listing 19.040) is a U.S. Department of State public diplomacy grant competition run through the U.S. Embassy in Seoul. It funds one organization to design and carry out an exchange built around South Korean online education influencers who shape how students and parents think about overseas study, with a specific goal of promoting U.S. higher education and addressing the recent decline in Korean student enrollment in the United States. The opportunity was posted July 20, 2022, with an application deadline of August 19, 2022 (GMT+9), and it is funded with FY22 Smith-Mundt Public Diplomacy funds.
The core problem the program is trying to tackle is the steady drop in the number of Korean students studying in the U.S., despite the U.S. historically being the top destination. The notice cites 39,491 Korean students in 2020-2021, which it describes as a 32 percent decrease from five years earlier and a 45 percent decrease from ten years earlier. The Embassy frames the program around Korea's "education fever" and the outsized influence parents have over education decisions, noting that a large share of high school students use private tutoring and admissions services and that nearly universal internet access has made online communities, YouTube channels, blogs, vlogs, and portal-based "internet cafes" major information hubs. Instead of targeting students directly, the program targets the people who influence families at scale.
The funded organization is expected to implement a three-part program. First, it must run group consultations with the influencer candidates (either in person or remotely) to identify the key questions, motivations, and concerns of their audiences, especially as they relate to U.S. higher education. Those consultation findings are not just background; they are meant to drive the design of the U.S.-based itinerary so that the exchange speaks directly to what Korean students and parents are actually worried about or curious about (for example, admissions, affordability, safety, campus life, career outcomes, or differences among institution types).
Second, the organization must execute a 10-day exchange program in the United States. While the itinerary is expected to be tailored based on the consultation results, the Embassy anticipates that it will include visits to U.S. college campuses and structured engagements with successful Korean alumni of U.S. institutions. The program may span two U.S. locations to give participants a broader view of the country, ideally pairing one more urban stop with one more suburban or rural stop. A key deliverable is that the trip is designed to help influencers gather content: participants should have repeated opportunities to capture photos, video, interviews, and firsthand impressions that can later be turned into credible, audience-ready posts. The Embassy also indicates it will coordinate with its media/communications team to share moments from the tour and brief interviews, reinforcing the public diplomacy element.
Third, the program requires a defined social media output. Each influencer participant must publish three pieces of content (blog or vlog features) about studying in the United States within three months after the exchange ends. The proposal is expected to build in 1 to 3 workshop-style sessions during the trip where participants can shape story angles, outline posts, and organize the information and visuals they are collecting, so the content is planned rather than improvised after they return home.
In terms of participants, the Embassy will select 5 to 7 South Korean online influencers who actively engage audiences interested in overseas education pathways for South Korean undergraduate-bound students, using platforms such as YouTube, online communities, and vlogs. The notice also flags a possible expansion: if additional end-of-year FY22 funds become available after the award is made, the cohort could increase to as many as 10 participants and the award could be amended accordingly.
Budgeting and logistics expectations are spelled out in a few important ways. Applications should include funding for two Korean-language interpreters to accompany the group during the 10-day U.S. program, which signals the trip will involve substantial meetings and site visits where professional interpretation is needed. One U.S. Embassy Seoul employee may accompany the group to coordinate, liaise, and troubleshoot; the implementing organization should include that staff member in logistical planning (ground transportation, cultural activities, scheduling), but should not budget for the Embassy employee's flights and lodging because those costs will be covered directly by the Embassy.
The award structure is a cooperative agreement, meaning the Embassy is not only providing funds but also remaining substantively involved in program execution. Specifically, the Embassy will select the participants and will provide feedback on the consultations and the proposed U.S. itinerary, so applicants should expect iterative coordination rather than a fully hands-off grant. The anticipated project period is up to 12 months, with an expected performance window roughly from October 2022 to July 2023, and the actual exchange travel indicated for April 2023.
Financially, total funding available is listed as $100,000, with individual award amounts ranging from $10,000 to $100,000, and one award anticipated. The notice emphasizes that funding is subject to availability, and it suggests the total could increase if additional funds are released later in the fiscal year.
Eligibility is broad but targeted toward credible implementers in education and exchange programming. Eligible applicants include not-for-profit organizations (including think tanks and NGOs/civil society), public and private educational institutions, public international organizations, and governmental institutions. The notice indicates a preference for U.S.-based nonprofits that partner with organizations in the Republic of Korea, or the reverse, which implies that strong cross-border coordination capacity and local context in Korea are valued alongside U.S.-based program delivery capability.
Overall, the opportunity is best understood as a small-to-mid sized public diplomacy exchange designed to reverse declining interest in U.S. study by equipping trusted Korean education voices with firsthand, highly shareable experiences and accurate information, then requiring structured content production that reaches parents and students through the channels they already rely on.Apply for PD SEOUL FY22 03
- The Department of State, U.S. Mission to South Korea in the other (see text field entitled explanation of other category of funding activity for clarification) sector is offering a public funding opportunity titled "Education Influencers Exchange Program" and is now available to receive applicants.
- Interested and eligible applicants and submit their applications by referencing the CFDA number(s): 19.040.
- This funding opportunity was created on Jul 20, 2022.
- Applicants must submit their applications by Aug 19, 2022 OOB 8/19 (GMT9). (Agency may still review applications by suitable applicants for the remaining/unused allocated funding in 2026.)
- Each selected applicant is eligible to receive up to $100,000.00 in funding.
- The number of recipients for this funding is limited to 1 candidate(s).
- Eligible applicants include: Nonprofits having a 501(c)(3) status with the IRS, other than institutions of higher education, Others (see text field entitled Additional Information on Eligibility for clarification).
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Frequently Asked Questions (FAQs): Education Influencers Exchange Program
What is the Education Influencers Exchange Program?
The Education Influencers Exchange Program is a U.S. Department of State public diplomacy grant competition administered through the U.S. Embassy in Seoul. It funds one organization to design and carry out an exchange program centered on South Korean online education influencers who shape how students and parents think about studying overseas, with a focus on promoting U.S. higher education.
What is the funding opportunity number and assistance listing for this program?
The Funding Opportunity Number is PD-SEOUL-FY22-03, and the Assistance Listing is 19.040.
Which U.S. government entity is running this grant competition?
The competition is run through the U.S. Embassy in Seoul under the U.S. Department of State using public diplomacy grant funding.
What problem is this program trying to address?
The program is designed to address the steady decline in the number of South Korean students studying in the United States. The notice cites 39,491 Korean students in 2020-2021, described as a 32 percent decrease from five years earlier and a 45 percent decrease from ten years earlier.
Why does the program focus on influencers instead of students directly?
The program is built around South Korea's strong education culture and the significant role parents and online communities play in education decisions. Rather than targeting individual students, the program targets the people who influence families at scale through YouTube channels, blogs, vlogs, online communities, and portal-based "internet cafes."
How many awards will be made under this opportunity?
One award is anticipated.
How much funding is available?
Total funding available is listed as $100,000. The notice states individual award amounts may range from $10,000 to $100,000, with one award anticipated. Funding is subject to availability, and the total could increase if additional funds are released later in the fiscal year.
What type of award is this (grant vs. cooperative agreement)?
This opportunity is a cooperative agreement. That means the Embassy is expected to remain substantively involved in the program, including selecting participants and providing feedback on consultations and the proposed U.S. itinerary.
When was the opportunity posted and what was the application deadline?
The opportunity was posted on July 20, 2022. The application deadline was August 19, 2022 (GMT+9).
What funding source supports this program?
The program is funded with FY22 Smith-Mundt Public Diplomacy funds.
What is the expected project period and timeline?
The anticipated project period is up to 12 months, with an expected performance window roughly from October 2022 to July 2023. The exchange travel is indicated for April 2023.
Who is expected to implement the program?
One funded organization is expected to implement the program by designing and carrying out a three-part set of activities: consultations with influencer candidates, a 10-day U.S.-based exchange, and structured social media outputs following the exchange.
What are the three required components of the program?
The implementing organization is expected to deliver a three-part program:
- Group consultations with influencer candidates to identify key audience questions, motivations, and concerns related to U.S. higher education, and to use those findings to drive the U.S. itinerary design.
- A 10-day exchange program in the United States featuring campus visits and structured engagement with successful Korean alumni of U.S. institutions, potentially across up to two U.S. locations.
- Defined social media output requiring each influencer to publish three pieces of content within three months after the exchange ends, supported by 1 to 3 workshop-style planning sessions during the trip.
What is the purpose of the pre-trip consultations?
The consultations are meant to surface what Korean students and parents are actually asking and worrying about regarding U.S. higher education. The findings are intended to directly shape the U.S.-based itinerary so the exchange addresses real concerns and interests (such as admissions, affordability, safety, campus life, career outcomes, or differences among institution types).
How long is the exchange program in the United States?
The U.S. exchange is expected to be 10 days.
What kinds of activities are expected during the U.S. exchange?
While the itinerary should be tailored based on consultation findings, the Embassy anticipates U.S. campus visits and structured engagements with successful Korean alumni of U.S. institutions. The trip is also expected to be designed to help participants gather credible, firsthand content (photos, video, interviews, and impressions) for later publication.
Can the exchange include more than one U.S. location?
Yes. The program may span two U.S. locations to provide a broader view of the country, ideally pairing one more urban stop with one more suburban or rural stop.
What social media or content deliverables are required from participants?
Each influencer participant must publish three pieces of content (blog or vlog features) about studying in the United States within three months after the exchange ends.
Are there required workshops or training sessions during the trip?
Yes. The proposal is expected to include 1 to 3 workshop-style sessions during the exchange. These sessions are intended to help participants shape story angles, outline posts, and organize the information and visuals they collect so content development is planned rather than left until after participants return home.
How many influencers will participate?
The Embassy will select 5 to 7 South Korean online influencers.
Could the number of influencer participants increase?
Yes. The notice describes a potential expansion: if additional end-of-year FY22 funds become available after the award is made, the cohort could increase to as many as 10 participants and the award could be amended accordingly.
Who selects the influencer participants?
The U.S. Embassy in Seoul selects the participants.
What kind of influencers is the program designed for?
The program targets South Korean online influencers who actively engage audiences interested in overseas education pathways for South Korean undergraduate-bound students, using platforms such as YouTube, online communities, and vlogs.
What logistical costs should applicants plan to include?
Applications should include funding for two Korean-language interpreters to accompany the group during the 10-day U.S. program. Applicants should also plan for the ground-level logistics of the group travel and activities, including coordination with an accompanying Embassy staff member.
Is interpretation required as part of the budget?
Yes. The opportunity specifies that applications should include funding for two Korean-language interpreters to accompany the group during the 10-day U.S. program.
Will a U.S. Embassy Seoul staff member travel with the group?
One U.S. Embassy Seoul employee may accompany the group to coordinate, liaise, and troubleshoot.
Should the implementing organization budget for the Embassy employee's flights and lodging?
No. The implementing organization should include the Embassy staff member in logistical planning (such as ground transportation, cultural activities, and scheduling), but should not budget for the Embassy employee's flights and lodging because those costs will be covered directly by the Embassy.
How involved will the Embassy be during program implementation?
Because this is a cooperative agreement, the Embassy is expected to be substantively involved. The Embassy will select the participants and will provide feedback on the consultations and the proposed U.S. itinerary, so applicants should expect iterative coordination rather than a fully hands-off arrangement.
What is the expected role of the Embassy communications team?
The Embassy indicates it will coordinate with its media/communications team to share moments from the tour and brief interviews, reinforcing the public diplomacy element of the exchange.
Who is eligible to apply?
Eligible applicants include not-for-profit organizations (including think tanks and NGOs/civil society), public and private educational institutions, public international organizations, and governmental institutions.
Is there any stated preference among eligible applicants?
Yes. The notice indicates a preference for U.S.-based nonprofits that partner with organizations in the Republic of Korea, or for Republic of Korea-based organizations that partner with U.S.-based nonprofits. This suggests cross-border coordination capacity and local Korean context are valued alongside U.S.-based program delivery capability.
What is the main goal of the exchange content participants create?
The exchange is designed to equip trusted Korean education voices with firsthand, highly shareable experiences and accurate information about studying in the United States, and to ensure that information reaches parents and students through the channels they already use.
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