Naver, Kakao bolster map services to counter Google’s data export push

Logos of Naver and Kakao

As Google seeks regulatory approval to export high-precision map data from Korea, local IT giants Naver and Kakao are ramping up their efforts to reinforce their map services -- both in functionality and user experience -- in a strategic push to defend their home turf.

“Google appears to be taking an aggressive stance. Coupled with the trade tensions sparked by the Donald Trump administration in the US, the situation has become challenging for local companies. Domestic map application developers have been launching new services, compelled to bolster their competitiveness in the face of mounting pressure,” said an industry source, who requested anonymity.

Naver is focusing on enhancing services tailored for foreign users, according to industry sources on Sunday. The company plans to ease membership requirements for Naver Pay, enabling easier booking and payment processes directly through the Naver Map app for international users. The update is slated for rollout in the first half of this year.

The platform has also expanded multilingual support -- including English, Japanese and Chinese -- and improved its translation features to offer more detailed information on locations such as franchise restaurants.

In December, Naver launched a multilingual "How to Use Naver Map" guide page, offering step-by-step instructions for finding attractions and navigating public transportation in Korea.

Additionally, the company is running a “Be Local” campaign, which introduces popular destinations and hot spots favored by Korean Millennial and Generation Z users in areas like Myeong-dong, Seongsu, Itaewon and Hannam-dong.

Naver launched the campaign targeting foreign tourists because Google has been advocating for the export of high-precision maps by citing the "convenience of foreign tourists" as a justification.

Currently, the maps that Google can use in its services without government approval are at a scale of 1:25,000, which is less precise than its maps in other countries. Google argues that it causes inconvenience to foreign tourists in Korea and is therefore requesting government permission to export high-precision maps.

A Naver official said, “We aim to help foreign users navigate Korea conveniently through the multilingual Naver Map and immerse themselves in local culture and trends.”

While Naver refines foreign user-focused functions, Kakao is doubling down on hyperlocal services. Its newly introduced “Expert Profile” feature connects users to local professionals in categories such as interior design, floristry, baking, moving and even fortunetelling.

Once users find a suitable expert, they can chat and make a reservation within the app -- a strategic step to strengthen Kakao’s neighborhood-level utility.

Kakao Map has also expanded its public transit data and lodging reservation features to help users manage their daily activities in a single app. In partnership with Korea Airports Corporation, Kakao offers indoor navigation services at major airports, highlighting the locations of commercial facilities, restrooms and childcare areas.

These upgrades are translating into measurable user growth. According to Mobile Index, Naver Map’s monthly active users reached 27.05 million last month -- surpassing its previous record of 26.99 million from August 2023. The app continues to lead the domestic navigation app market.

Kakao Map posted even sharper growth, with March MAU jumping 10.8 percent from the previous month to 11.71 million -- far outpacing Google Maps with a 3.1 percent increase and Naver Map with a 2.1 percent increase. Experts attribute this surge to Kakao’s success in integrating map functions into users’ daily routines.