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“Discover Trendy Spots in Seoul, Busan, and Gyeongju: Experience K-Local Culture”

NAVER Map, the “Essential App for Foreign Visitors to Korea,” Launches Second “BE LOCAL” Campaign in Collaboration with KTO to Offer Local Attraction Info and Discount Benefits

- Campaign to expand to more regions and boost discounts on dining and transit in the second half of the year, in line with major global events

- “NAVER Map” streamlines the whole travel experience for foreign tourists—from finding places to navigating locally—with continuous upgrades to multilingual support

September 17, 2025

NAVER Corporation (CEO Choi Soo-yeon) announced that it will run the “BE LOCAL” campaign from September 17 to December 15 in partnership with Korea Tourism Organization (KTO), introducing top Korean hotspots to international tourists visiting Korea.

The BE LOCAL campaign introduces foreign tourists to a wide range of local experiences, including restaurants, cafés, shopping spots, and cultural complexes, through NAVER Map, helping them connect more deeply with Korean culture. Users who set NAVER Map to a foreign language can access the “BE LOCAL” tab at the top of the screen to discover not only the most-saved locations among trend-savvy Korean users in their 20s and 30s, but also curated local eateries and “Centennial Stores” (long-lasting small businesses) that are highly recommended for visitors.

NAVER and KTO are offering a broader range of benefits to international tourists through the second BE LOCAL campaign. The campaign offers discount coupons redeemable at featured restaurants, cafés, and cultural venues, along with additional savings on express bus and rental car services.

Furthermore, this campaign is expanding beyond Seoul to include Busan and Gyeongju, where international events are scheduled to take place later this year. It is expected to serve as a convenient travel guide for foreign visitors attending events like the Busan International Film Festival and the APEC Summit in Gyeongju.

The first BE LOCAL campaign, launched earlier this year, introduced trending spots in Seoul’s popular neighborhoods like Myeongdong, Seongsu, Itaewon, and Hannam-dong, receiving an enthusiastic response from international visitors. According to NAVER, tourists in their early 20s, in particular, praised the app’s intuitive and user-friendly interface, rich review content, and accurate public transportation information.

Choi Seung-Lak, Head of NAVER Map Services, stated, “NAVER Map has become an essential travel app for foreign visitors, offering the most comprehensive location data and vivid user reviews in Korea. With just one app, tourists can conveniently explore trendy local culture and navigate the country with ease.” He added, “Through the BE LOCAL campaign, we aim to help foreign users experience Korea ‘like a local’—not only by discovering popular landmarks but also by exploring rising hotspots and activities.”

Yang Kyung-soo, Acting Head of the Tourism Industry Division at KTO, remarked, “NAVER Map is the most widely used map app not only among Koreans but also among inbound foreign tourists.” He continued, “This campaign will showcase tourism content that Koreans genuinely enjoy, while offering real, tangible benefits that boost overall satisfaction for international visitors.”

Since launching its multilingual (English, Chinese, Japanese) map service in 2018, NAVER has continuously enhanced features for foreign users, solidifying its role as a must-have app for international travelers to Korea. Last year, NAVER expanded its multilingual coverage to include Korean text reviews and place review filters, aiming to make all key travel-related information available in multiple languages. In June this year, NAVER updated its services to enable foreign users to easily verify their identities and utilize NAVER’s reservation, ordering, and payment features with greater convenience.

In addition to enhancing its services, NAVER Map is also taking broader steps to improve the travel experience for foreign tourists. In December last year, it launched a “NAVER Map Guide” web page offering detailed multilingual instructions—from discovering local attractions to navigating public transit—and distributed printed guides at key tourist hubs, including Incheon International Airport Tourist Information Center, Airport Railroad Information Center, and the Myeongdong Welcome Center. At the 40th Congress of World Federation of Master Tailors BUSAN held on September 15, NAVER also provided its map guide to help international attendees navigate and explore Korea more smoothly. (End)