[Edaily Reporter Lee So-Hyun ] Naver (NAVER(035420)) Papago is expanding beyond simple translation to become a travel platform that helps foreign visitors to Korea search for products and locations, and even make actual visits and reservations. The service analyzes Korean products and locations that foreigners frequently search for via image translation to provide recommendations, and connects users to AI briefings as well as Naver Shopping, Places, and Maps.

Naver announced on the 19th that it has launched a “Trend” service within the Papago app for international users.

Trend aggregates and displays popular Korean products and locations based on image translation data from foreign visitors to Korea.

Users whose device language is set to a foreign language can access the service via the “Trend” button in the upper-right corner of the Papago app’s home screen. It supports four languages—English, Japanese, Simplified Chinese, and Traditional Chinese—and is provided in English for other foreign language environments.

Popular Products and Places Among Foreign Visitors at a Glance

The product section consists of △TOP 100 △Rising △Beauty △Food △Health, among others.

Users can view products with high image translation volumes, products that have recently gained rapid popularity, and popular items in the beauty, food, and health categories.

When you select a product, you can view key information through an AI briefing provided in your device’s language. You can then explore linked blog content and check actual user reviews and detailed information on Naver Shopping.

The “Places” section features △TOP 100 △Rising △Hot Spots, among others.

It showcases popular locations in major Seoul areas—such as Myeongdong, Hongdae, and Seongsu—as well as tourist destinations like Jeju and Busan, allowing users to explore places to visit based on their travel itinerary.

When you select a location, you can view translated information from Naver Places—including business hours, location, menu, and user reviews—and proceed directly to directions and reservations.

Expanding from “Translation” to “Discovery”

Naver is expanding Papago into a travel support platform by combining its translation technology with AI and its own services.

Last April, it introduced a feature that displays restaurant and store information from Naver Places, along with AI-briefing-based product information, alongside image translation results.

In July, the feature was expanded so that when users take a photo of a sign or product image in Japan, they can view restaurant information from Tabelog and AI-briefing-based product information.

This new “Trends” service adds a “Discovery” feature to the mix. While existing image translation focused on helping users understand products or places they encountered on-site, “Trends” utilizes actual data from international users to proactively suggest products and places they may not yet be familiar with.

Korean Reviews in Foreign Languages

Another key feature is its ability to connect Korean-language content accumulated on Naver to foreign languages. Even if foreign users do not directly understand Korean, they can view blogs, reviews, and detailed information about products and locations written by domestic users in English, Japanese, Chinese, and other languages.

Shin Joong-hwi, Head of AI Search at Naver, stated, “In the era of Agent AI, Papago will evolve beyond translation to become a guide that conveniently assists foreign tourists with all aspects of their travel, including shopping, navigation, and reservations.” He added, “By combining AI search technology with various services and data, we will create new user value that enables people to discover and experience Korean products and places.”