With Google maps aiming to lift restrictions on exporting detailed map data from South Korea, Naver and Kakao are ramping up efforts to maintain their dominance. The two tech firms are sharpening their services and adding user-friendly features to stay competitive in the evolving navigation space.
An industry insider, requesting anonymity, noted that Google is taking an aggressive approach. Combined with trade tensions stemming from the Trump administration in the United States, local firms are under increasing pressure. It has driven domestic map service providers to launch new offerings and sharpen their competitiveness.
Industry insiders say Naver is stepping up efforts to better serve global users. One key move includes loosening Naver Pay sign-up rules, making it simpler for tourists to make bookings and payments via the Naver Map app. The update is expected to roll out in the first half of the year.
To further support foreign visitors, Naver has expanded multilingual services—adding English, Japanese, and Chinese—and enhanced translation tools to offer more detailed information about locations such as popular restaurant chains. In December, it also introduced a multilingual “How to Use Naver Map” guide, providing step-by-step instructions for navigating attractions and public transportation across Korea.
Naver is also promoting its “Be Local” campaign, which highlights popular hangouts among Korean Millennials and Gen Z in neighborhoods such as Itaewon, Hannam-dong, Seongsu, and Myeong-dong. By spotlighting these local favorites, the campaign aims to boost its attractiveness to foreign travelers, especially as Google maps pushes the case that restricted access to detailed map data hampers the tourist experience in Korea.
Currently, Google can only access map data scaled at 1:25,000 in Korea without government approval—less detailed than in other countries. Claiming this affects tourists’ experience, Google is pushing for permission to export more accurate map data. A Naver spokesperson stated that their goal is to help foreign users navigate Korea smoothly while experiencing local culture through their multilingual Naver Map service.
As Naver enhances its services for overseas users, Kakao is doubling down on hyperlocal offerings. Its new “Expert Profile” feature links users to local specialists in areas like baking, moving, fortune-telling, floristry, and interior design. The app allows users to chat with professionals and make bookings directly, further cementing Kakao’s role as a go-to platform for neighborhood-level services.
These upgrades are driving strong user growth for both platforms. Naver Map’s monthly active users (MAU) reached 27.05 million in March, slightly surpassing its previous record of 26.99 million set in August 2023. It remains the top navigation app in South Korea.
Kakao Map, however, showed faster momentum with a 10.8% jump in MAU, reaching 11.71 million in March. This rise outpaced Google Maps’ 3.1% and Naver Map’s 2.1% increases. Analysts link Kakao’s growth to its ability to weave map features into users’ daily lives.
