Not Google. Not Meta. Meet Naver, KakaoTalk & Daum to succeed in South Korea.
Naver, Kakaotalk & Daum: the three platforms that make up South Korea's vibrant digital ecosystem
If you're an Australian brand eyeing the South Korean market, here's your first wake-up call: Google and Meta won't take you very far. While these global giants dominate in Australia and much of the Western world, Korea plays by its own digital rules -- and it's doing just fine without them.
To break into this fast-moving, digitally saturated, and hyperlocal market, you need to understand its own powerful digital ecosystem. In Korea, this means 3 major online platforms (both as Apps and as browser-based sites):
🟢 Naver: the all-in-one search engine, blog hub and content platform
🟡 KakaoTalk: the everyday messenger that's also a customer service channel, marketing tool, payment gateway and social network
🔵 Daum: an enduring platform for news, communities and conversations
Let's break down why these platforms matter to your brand presence in South Korea, how they are different and how your brand can show up the right way.
Why makes South Korea's digital ecosystem so unique
South Korea isn't just connected. It's hyperconnected.
With nearly 97% of the population using the internet and one of the fastest average broadband speeds in the world, digital habits run deep and wide across all demographics. Smartphone penetration stands at 97.6%, and mobile shopping accounts for over 70% of all online purchases.
But unlike Australia where Google is king, Korean users rely on homegrown tech platforms. If your brand's strategy is built around Google Ads, Facebook and Instagram alone, it may never resonate with the Korean consumer sentiment.
🟢 Platform #1: Naver -- Korea's very own search engine and more
You could think of Naver as the "Google of Korea", but that would be selling it short. Naver is so much more -- search engine, blog platform, Q&A community, news aggregator, shopping mall and digital dictionary all rolled into one.
Naver - Key Stats:
- 33 million monthly active users (as of 2023)
- Over 75% of all Korean search engine traffic
- 20 million daily blog views
- 47% of Koreans aged 20–39 use Naver Shopping as their go-to e-commerce entry point
Why It Matters for Australian Brands:
Naver results prioritise Naver-native content like blogs, knowledge posts, shopping pages, and news articles over standalone websites.
Your beautifully designed global site might not even appear on the first page unless you've published content directly on Naver.
Naver Blog is a huge decision-making tool for consumers -- they read product reviews, comparisons and influencer content here before buying.
How your brand can show up on Naver:
🟢 Launch a Korean-language Naver Blog with brand storytelling, behind-the-scenes and lifestyle content;
🟢 Publish keyword-optimised reviews and how-to articles;
🟢 Work with local influencers who publish directly on Naver;
🟢 Get listed on Naver Shopping with proper SEO and translation.
🟡 Platform #2: KakaoTalk (aka Kakao) -- more than just a chat app
You might think Kakao is Korea's WhatsApp. Not quite. It's more like WhatsApp, Facebook Messenger, Apple Pay, Spotify and Mailchimp all rolled into one yellow app (with its very own charcters and emojis!).
KakaoTalk - Key Stats:
- 47.64 million monthly active users in South Korea (as of January 2023), accounting for 88.9% of the platform's total global active user base;
- 98% penetration rate among smartphone users in South Korea (fun fact: even my grandparents in their 80s are on it and use it regularly to communicate with family and friends);
- 90%+ of businesses use KakaoTalk channels for customer communication;
- KakaoTalk Gift Shop and Commerce functions process millions in sales each month.
Why It Matters for Australian Brands:
KakaoTalk is where Koreans live their digital life: chatting with friends, receiving promos, checking order statuses, booking appointments and more.
If your brand isn't on KakaoTalk, you're not visible in their daily communication flow. You can use KakaoTalk Channels (like branded profiles) to send updates, offers as well as customer support messages.
How your brand can show up on KakaoTalk:
🟡 Set up a KakaoTalk Business Channel;
🟡 Share limited-time promotions, new product drops & event invites;
🟡 Use KakaoTalk to offer 1:1 customer support or automated FAQs;
🟡 Send personalised messages through KakaoSync integrations.
🔵 Platform #3: Daum - Korea's Online Watercooler
While Daum has lost some of its search share to Naver over the years, it still remains highly relevant -- particularly for news, forums, niche communities for older demographics. It's also home to Daum Cafe, one of the most vibrant online community hubs in Korea.
Daum - Key Stats:
- 15 million monthly active users
- Over 6 million Daum Cafe communities
- Primary platform for a wide range of hobbies, parenting, food, pet owners and niche professional and study groups
- Daum was acquired by Kakao in 2014
Why It Matters for Australian Brands:
If your target audience includes mothers, students, professionals, or enthusiasts, chances are they're gathering in Daum Cafes. These communities drive product discovery, word-of-mouth & credibility. Many of the earliest adopters and advocates of foreign brands start discussions here.
How your brand can show up on Daum:
🔵 Identify the right Daum Cafes aligned with your brand (e.g., clean baby food, skincare, etc.);
🔵 Collaborate with Cafe admins for product trials or Q&As;
🔵 Join the conversations as a helpful voice, not a hard seller;
🔵 Monitor feedback to inform your product messaging in Korea.
Finally... let's talk about localised digital strategy
It's not just about translating your content. It's about translating your brand experience into platforms, formats and tones that Korean users already trust.
Failing to localise your brand strategy for Korea's native platforms means missing out on visibility, engagement, and ultimately -- sales.
Even big brands have struggled when they failed to adapt. On the other hand, many SMEs have built cult followings in Korea simply by leaning into these local digital behaviors.
Final thoughts: Your digital door to South Korea Is wide open
South Korea isn't an easy market, but it's an incredibly rewarding one if you approach it right. With a population that's more connected, more curious and more community-driven than almost anywhere else in the world, success comes to brands that meet Koreans where they already are.
South Korea’s digital landscape might feel like a whole new world -- and that’s because it is. But you don’t have to navigate it alone.
About The K Factor:
The K Factor is a bilingual, Australia-based consultancy helping brands like yours take their first confident steps into Korea. We bring deep market insights, local cultural fluency, and the kind of strategic support that bridges language, platforms & business practice -- without the need for an in-country office or team, especially when you are just starting your expansion journey. Whether you're just starting to explore the Korean market or ready to deepen your presence, we help you get it right from the start.
Data Sources:
Korean Statistical Information Service (KOSIS), 2023
Statista Korea, 2023
eMarketer, 2023
Kakao Corp Annual Report, 2023
Naver Data Lab, 2023
Export Incite: Why Brands Should Enter Korea in 2025
Asialink Business: Doing Business in Korea, 2025 Guide