South Korean map applications widened their lead over overseas rivals in user growth during the first quarter of this year. While Naver Map and KakaoMap saw their average monthly active users (MAU) rise by 2.2 million and 1.5 million respectively, Google Maps recorded a comparatively modest increase of 600,000 users over the same period.
Industry observers say domestic map services are accelerating ahead of global competitors by differentiating themselves with AI-powered features and 3D services built on localized data.
According to Mobile Index on May 18, Naver Map's average MAU for the first quarter reached 28.92 million, up 2.24 million from 26.68 million a year earlier. In March alone, the app hit an all-time high of 29.52 million users. Although MAU slightly eased to 29.25 million last month, the platform is expected to surpass the 30 million mark soon if current growth trends continue.
KakaoMap showed a similar pattern. After reaching a record 12.94 million MAU in December last year, the app maintained user numbers in the 12 million range from January through April. Its average first-quarter MAU stood at 12.55 million, up 1.56 million from 10.98 million a year earlier.
Google Maps also posted growth, but at a slower pace. Its average MAU in the first quarter came to 9.69 million, compared with 9.05 million during the same period last year, an increase of 640,000 users. Although the app reached a record 9.98 million users in January -- nearing the 10 million milestone -- its MAU later declined to 9.08 million last month.
Industry analysts say South Korean map applications are widening the gap with Google Maps by rapidly advancing AI-powered technologies and services based on localized Korean data.
Naver Map is pursuing a two-track strategy focused on becoming an “all-in-one platform” while integrating advanced spatial data technologies. The all-in-one approach aims to transform the app beyond simple location search and navigation into a comprehensive platform covering “search, discovery, reservation, saving, transportation, and reviews.” Last year, Naver Map introduced a “Discovery” tab recommending popular places and a “Reservation” tab allowing users to book restaurants and activities.
The company also upgraded its navigation services late last year with indoor navigation and augmented reality (AR)-based directions, reflecting its spatial technology strategy. In October, Naver launched “Flying View 3D,” a feature that recreates cities and landmarks in three dimensions, allowing users to explore locations from an aerial perspective. The service has since expanded across all of Seoul.
A Naver official said the company is continuing to enhance its all-in-one platform while incorporating next-generation technologies such as 3D mapping and mobility partnerships, including collaborations with Hyundai Motor. The official added that Naver is also exploring AI-specialized map services and potential smart glasses partnerships.
KakaoMap, meanwhile, is focusing on enhancing location- and local-based services. The platform has introduced new transportation features, including ultra-precise bus tracking and Han River bus services, as well as indoor maps for places such as the National Museum of Korea.
In particular, KakaoMap adopted “Kanana in KakaoMap” last year, an AI recommendation feature that suggests restaurants and cafes using local data such as user reviews. The company plans to expand AI-powered recommendations into categories including hotels and museums.
Industry observers believe domestic map platforms are accelerating their development of local data-driven and advanced technologies ahead of any potential export approval of South Korea's high-precision 1:5,000-scale maps to Google. While Google Maps may face challenges disrupting an ecosystem already centered on Korean map apps optimized for local data, competition is expected to intensify if high-resolution map exports are eventually approved.
An IT industry official said map services are now competing on two major fronts: technological advancement -- including AI-powered search, navigation, and AR features -- and evolution into lifestyle platforms offering broader daily-life information. The official added that Korean map platforms appear to be widening their lead through localized data strategies even as the government considers conditional approval for exporting high-precision maps to Google.
