What Are People in South Korea Searching for? A Digital Exploration

- By Farin Khatoon.

As a research scholar, I never thought my journey through South Korea would be as much about exploring its digital landscape as its beautiful landscapes. After spending nearly two years in Pohang for my Ph.D., I got to experience not only the academic world but also the country's deep connection with technology, pop culture, and online communities.

Living in South Korea as a student, I naturally gravitated toward the everyday digital tools that the locals use. And let me tell you, the way Koreans interact with technology is fascinating. Whether it's weather forecasts, trending videos, or streaming platforms, there's always something that keeps them glued to their screens. I couldn’t help but notice what people were searching for. Here’s a little insight into what I found most interesting.

1. Naver – The Heart of the Korean Internet

One of the first things that struck me when I arrived was the sheer dominance of Naver. In a country known for its advanced technology and online systems, Naver isn't just a search engine—it's a one-stop digital ecosystem. From news articles to blogs, maps, and even the latest trends, Naver provides it all. It’s South Korea’s version of Google, but it goes a step further, offering an integrated experience where users can find everything they need in just a few clicks.

As a researcher, I found myself using it to read up on academic papers and stay connected with the latest updates in my field. But for most Koreans, it’s their daily guide to all things happening in the country—from K-drama gossip to the latest political developments. Learn more about Naver here.

2. YouTube and Its Digital Universe

Coming from an academic background, I assumed YouTube was mostly for entertainment. But in South Korea, YouTube is an absolute cultural phenomenon. Whether it's for learning, entertainment, or even live streaming K-pop concerts, YouTube dominates the online video space.

I even started following a few channels dedicated to the latest developments in plant biology and biotechnology, areas I'm passionate about. YouTube became my way to stay updated on global research, trends in molecular biology, and even fun plant-themed DIY projects! Discover more about YouTube's global influence here.

3. Noonoo TV – Streaming Made Easy

Korean entertainment is world-renowned, and platforms like Noonoo TV make it easy for people to binge-watch the latest dramas or movies. As a scholar in South Korea, I realized that this platform is part of a larger cultural shift—people here are highly attuned to online streaming. During my downtime, I started exploring a few Korean dramas and found myself getting hooked. The stories, culture, and aesthetics were so captivating that I started watching them in my free time as a way to unwind after long hours of research.

4. X (formerly Twitter) – A Place for Quick Thoughts

Despite being far from the fast-paced Twitter world in the West, X (formerly Twitter) is still widely used in South Korea. Koreans use it for everything—whether it's sharing quick updates on academic findings, expressing opinions on current events, or even discussing the latest in pop culture.

As a foreigner in a new country, I began following both local researchers and K-pop fan accounts to understand the social pulse of the nation. It was fascinating to see how discussions unfold in real-time, offering insights into the thoughts and attitudes of the South Korean population. For me, X became an excellent way to engage with the community and even make connections with fellow researchers. Find out more about X here.

5. Weather – A Nation Obsessed with the Forecast

Perhaps one of the most surprising things I discovered about South Korea was how frequently people search for weather updates. Whether it's to plan an outdoor lunch, a hike in the mountains, or even to know how to dress for the day, weather forecasts are vital to everyday life.

In fact, the most searched term in South Korea is simply “Weather.” As a newcomer adjusting to the local climate, I too found myself checking weather apps religiously. Whether it's to avoid a surprise downpour or plan a weekend getaway, understanding the weather became an essential part of my daily routine. The high-tech precision with which weather predictions are made is impressive! Learn more about South Korea's weather forecasting here.

6. Daum – The Alternative to Naver

While Naver reigns supreme, many Koreans also rely on Daum, a search engine that provides similar services. As a student trying to find resources in both Korean and English, I found Daum to be a helpful alternative. The competition between Naver and Daum reflects a nation that is incredibly digital-savvy and selective about its tools.

I soon realized that Daum offered a slightly different user experience. For instance, it’s often the go-to platform for accessing news sites and more diverse entertainment content. It reminded me of how, in my home country, people have preferences for Google over Bing, even though both are capable search engines. Learn more about Daum here.

7. The Fascination with Toonkor – The Webtoon Culture

I’ve always been intrigued by the rise of webtoons (digital comics), and South Korea is undoubtedly the birthplace of this new form of entertainment. Toonkor, a popular platform for reading webtoons, is one of the highest-searched sites in the country.

As a scientist, I didn't expect webtoons to pique my interest, but after a few recommendations, I found myself engrossed in the beautifully illustrated stories. It was a reminder that in South Korea, entertainment and culture blend seamlessly with technology. Webtoons have become a vital part of the creative ecosystem here. Learn more about the webtoon phenomenon here.

My Digital Journey in South Korea

Living in South Korea was more than just about my research; it was about embracing the country's technological pulse. From staying updated with the weather to watching the latest K-dramas and learning through YouTube, South Korea's digital landscape became an integral part of my life. As I continue my academic journey, I'm always amazed at how digital trends shape the way people here interact, live, and even think.

If you're planning to visit or study in South Korea, dive deep into these digital worlds. It’s not just about the technology; it’s about the culture that shapes it, and the culture that it shapes in return. South Korea is a country that lives and breathes through its digital spaces, and I’ve had the unique privilege of being part of that world.