Naver introduced a second round of the BE LOCAL campaign with the Korea Tourism Organization (KTO), to unveil Korea’s popular destinations to foreign visitors.
When the campaign ran for a month in April, it helped foreign tourists experience authentic local Korea by recommending trending restaurants, cafes, shopping districts, and cultural spots via Naver Map.
These suggestions came from places often saved by Koreans in their 20s and 30s — including both hip new spots and long-established local eateries.
In the second round, the campaign will expand from Seoul to include the southeastern city of Busan and Gyeongju, North Gyeongsang Province, which are expected to welcome more foreign guests to upcoming major international events such as the Busan International Film Festival this month and the APEC Economic Leaders’ Meeting in October.
The first round of the BE LOCAL campaign was warmly received—especially by younger tourists—who sought out recommendations in Seoul’s trendiest neighborhoods like Myeong‑dong, Seongsu‑dong, Itaewon and Hannam‑dong.
Executive Statement
According to Choi Seung-rak, head of Naver’s map service, Naver Map is a comprehensive platform with Korea’s largest data of information on local establishments and authentic user reviews. It has become an essential tool for travel in Korea as it allows travelers to explore Korea’s latest local trends and move around the country conveniently with a single app. BE LOCAL will continue to help foreign users enjoy Korean travel more by introducing not just major tourist attractions but also emerging trendy spots and activities.
According to KTO official, Naver Map is the most widely used map app not only among Koreans but also among international visitors. This campaign will introduce experiences that Koreans themselves prefer, while also offering tangible benefits to foreign tourists, thereby raising overall satisfaction with travel in Korea