Ambassador of the British Embassy in Bulgaria attends Direct English official Launch in Sofia

One of the world’s most successful English School franchises, Direct English, opened officially in Bulgaria this month bringing its highly effective teaching methods to adults wanting to learn English. It also brings exciting business opportunities to other schools wishing to expand the successful franchise across the country.

Direct English Master Licensee, Jordan Andonov, hosted a grand event attended by the Ambassador of the British Embassy in Bulgaria, her Excellency Emma Hopkins, Ministries of Parliament, and senior executives from schools and the private sector.

Direct English is a world-leading training system from UK-based Linguaphone Group. It is designed around the student, moving at their own pace and fitting around their work and lifestyle to make it easier for them to learn English.

Business Development at the Linguaphone Group, Ms. Lucy Mills, went on to say that Direct English has a vital role to play in introducing adults of all ages to an essential life skill in a proven and accessible way.

The UK Ambassador of the British Embassy added ”I am thrilled that the 115 years of English language training experience that is distilled into Direct English is now available to this country. I think all students attending this unique school will emerge as high quality students of spoken English and I wish Direct English Bulgaria and their students every success.”


english school

Emma Hopkins, Ambassador of British Embassy during her speech at Direct English Launch in Bulgaria

Direct English school Bulgaria has been integrated within the Alexander Training Center, which already has more than fifteen years’ experience in the Bulgarian market, delivering language training to adults across the country. It was established to provide language training and other educational services to children, students, and adults.

In addition to English language tuition, it also teaches other languages such as German, Spanish, Italian, Greek, and French.

Summarising Direct English’s winning points of difference, Jordan Andonov said that “it offers a training which is different from the traditional idea of the language course. The ability to select where, when and how fast and quickly you would like to be trained is an approach that has proven successful for busy people. We know that each person is unique and has its own way of studying, which is why we are delighted to teach courses adapted to individual needs.

British Embassy bulgaria

Also the British Embassy in Sofia tweeted the event:


For all enquiries, please contact:

Direct English Bulgaria

27 Tvardishki prohod Street 1404 Sofia Bulgaria

Tel: +359 (0)88 71 444 71 Tel/Fax: + 359 (0)2 963 55 33

Email: [email protected]


For Franchising Enquiries Worldwide, please contact [email protected]

  • Developed in 1997 by the internationally renowned education authority Louis Alexander, Direct English is a premium learning system taught using the global standard American English. With the heritage of the UK-based Linguaphone Group, a world-leading language training provider with over 115 years experience in over 30 countries, Direct English has  a global agreement with Cambridge English Language  Assessment which allows its Master Licensees to apply to be authorised Cambridge English Language Assessment partners and offer learners a Cambridge qualification and certification.
  • Across the globe the Group already have a strong franchise network successfully delivering the English training program. With over 2 billion people currently learning English to become part of the global conversation, English language education is  a fast growing industry, with a global estimated revenue of over $50 billion.
  • Students at all Direct English training centers will be able to get a formal and independent assessment of how their English language learning has progressed, thanks to a global agreement between the Linguaphone Group and Cambridge English Language Assessment. Under these arrangements, Direct English students can take the renowned BULATS test from Cambridge English Language Assessment, one of the largest testing organisations in the world. All students  completing this test will receive a certificate from Cambridge English Language Assessment.

Direct English language training for adults launches in South Korea

Linguaphone Group and ST Unitas, South Korea’s biggest and the most advanced e-learning business group, entered into a partnership to help adults and companies in South Korea to learn English and improve their language skill level more easily, using Direct English’s unique learning system and English language training.

Because Direct English is built on a methodology proven to be one of the most effective and efficient ways to learn, this partnership is enabling ST Unitas to accelerate the expansion of their “Dangi-hakgyo” brand of academies that specialises in helping students achieve their goals as quickly as possible.

The great achievement was  possible thanks to the cooperation with BCC South Korea; the busy and proactive team showed high commitment to bring a top quality UK company expertise to South Korea to help the Korean market grow further.

CEO at the British Chamber of Commerce Korea, Sean Blakeley, said: “We worked with Linguaphone Group to find them a new partner in the Korean market. Throughout the engagement we had with Linguaphone Group, we found them to be passionate about education, supremely professional in their approach to business and both responsive and personable in their interactions with ourselves and Korean companies. Korean investors were attracted to the best-in-class programme which Linguaphone Group offers, the strong reputation of the company and the heritage with which it is associated. These are qualities that resonate globally. Our team did a great job to bring the expertise of the two companies together for a profitable and successful English language training partnership in the near future”.

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ST Unitas’s mission is to democratise English learning across South Korea, which the easy accessibility of Direct English helps to achieve. The company is founded on the belief that the gap between the haves and the have-nots can be reduced through quality education, which can change people’s lives.

This belief and purpose is reflected in the company’s name: ST is short for “Sling sTone” from the story of David and the Goliath, a small stone that made all the difference.

ST Unitas now employs over 1,000 employees serving thousands of satisfied clients.

English language training

Lee Jung Jin, Co-president of ST Unitas, Master Licence Direct English, South Korea

Lee Jung Jin, Co-president of ST Unitas, said “I am so glad to make a partnership with Linguaphone Group. With its world-class content combined with our expertise in onsite education operations, we will definitely yield high-quality conversation English content, and satisfy our clients’ linguistic and cultural learning needs, unlike our competitors offering grammar based programs.”

Korea has enjoyed remarkable economic growth over the past decades and emerged as a leader in many fields worldwide thanks to the abundance of its rich human resources.

The rapid recovery of this small country from the devastation of war to become an economic powerhouse in the world that has been benchmarked by many other countries is an amazing story.

Korea has produced much talent by investing a large chunk of its budget in education and by attempting to maximize efficiency by using a “cramming” method to teach students. But while its educational program has proven to be effective, today’s educational issues reveal many drawbacks in the system.

As the Korea Herald states, “Although a hundred million won is spent to educate one student from kindergarten to high school (Kangnam standard), Korean students are well below average in TOEFL scores among OECD countries”. ST Unitas has the vision to bring excellence in English teaching to the country through Direct English and successfully implement proven teaching method worldwide with over 115 years of language training Linguaphone Group’s expertise.”



For enquiries:

Dangi-hakgyo Direct English ST UNITAS

T. 070 5038 5363   m. 010 9500 1526   f. 02 6442 9332

Autoway Tower, Yeongdongdaero 417, Gangnam-gu, Seoul.
For Franchising Enquiries:

[email protected]


For Marketing and Press Enquiries:

Head of Marketing (Brand and Digital)

Linguaphone Group

Debora Mondella

[email protected]




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