Google Could Shake Up South Korea’s Map Market... Head-to-Head With Naver and Kakao

[Financial News] Google is set to begin upgrading its map service using high-precision map data for South Korea as early as the start of next year. Having met the security requirements needed to export high-precision map data from South Korea, Google is expected to roll out a wide range of features already launched overseas, including driving and walking directions, AI-powered place search, and booking integrations. As Google accelerates its push into the domestic map market by combining search and AI, the competitive landscape long dominated by Naver and Kakao is also expected to undergo a major shake-up.
On the 13th, the Ministry of Land, Infrastructure and Transport held a meeting of the consultative body on the overseas export of basic surveying results and confirmed that Google had fulfilled the security conditions attached to its authorization to export 1:5,000-scale maps. Google can now receive map data processed by its domestic partner, Tmap Mobility Co., Ltd., and use it in its global map services.
Google’s efforts to strengthen its map service in South Korea are expected to focus on driving and walking directions. Google Maps offers driving and walking directions overseas, as well as route searches that reflect real-time traffic conditions, but restrictions on exporting high-precision map data have prevented it from properly implementing key features in South Korea. The data approved for export this time includes road networks and names, the number of lanes, speed limits, and road geometry, laying the groundwork for upgraded directions.

Overseas, Google is developing its map service beyond simple directions into an AI-powered everyday platform. Ask Maps, a conversational map-search feature launched in the United States and India, works by having Gemini analyze place information accumulated on the map and user reviews when users enter in natural language what they are looking for in a place, then recommend suitable options. Ask Maps also lets users order food and offers features connecting them to restaurant reservations or route searches.
Immersive Navigation, first unveiled in the United States, renders buildings, overpasses, and the surrounding terrain in 3D and displays lanes, crosswalks, and traffic lights to help drivers understand their routes. Google has not announced whether these features will be launched in South Korea or provided a specific rollout timeline. Further steps remain before domestic map data can be applied to actual services. Industry watchers are focused on the possibility that improvements to directions will be prioritized, followed by an expansion of AI-based features tailored to domestic data and service conditions.
A Google spokesperson said, “We thank the Government of the Republic of Korea for recognizing the value Google Maps provides to residents, visitors, and local authorities,” adding, “Now that we have met the Ministry of Land, Infrastructure and Transport’s requirements, we look forward to launching Google Maps in Korea.”
Google’s efforts to strengthen its map service in South Korea are expected to bring changes to a market dominated by Naver and Kakao. If Google improves its directions and expands AI-powered place discovery and booking integrations, its services will overlap with the core offerings and competitive areas of domestic platform companies.
Domestic platform companies have the advantage of having built up vast user data over many years, including information about places, reviews, and businesses that accept reservations. Naver connects location-based services such as place search, user reviews, and restaurant reservations through NAVER Map. Kakao offers place search and directions through Kakao Map.
There are also calls for Google, a global player expanding its business using high-precision map data in South Korea, to be subject to the same security obligations and regulations as domestic businesses.

[email protected] Jang Min-kwon Reporter