ABSTRACT Today, Asia attracts more international students. A dominant paradigm in student mobility scholarship focuses on the presence or absence of push and pull factors, mainly practical, educational, cultural or financial ones. This perspective, however, pays little attention to students’ perceptions towards destination countries or regions. Through interviews, this study elucidates perceptions of a Japanese public university’s students towards Asia as a study abroad destination. Results reveal that students avoid Asia by employing a ‘strategy of ignorance’. Simultaneously, ignorance surfaced as a key motivation to study in Asia – a first step towards critical reflection on dominant views on Asia in Japan.