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According to Business of Apps, South Korea's app market revenue reached $7.8 billion in 2023, a $1.5 billion increase from the previous year. Particularly over the past five years, South Korea's app market has shown strong growth potential and trends of change, with competition among various types of apps becoming increasingly fierce, while also providing abundant development opportunities for developers.
Seeing such data, have you realized that as one of the largest app markets in the world, localizing your app and games into Korean has become a necessary condition for success in this market? So, what should you consider when localizing your app/game for South Korea? We have collected all the information and tips you need to successfully localize your app/game.
>>> What is App Localization？
Unlike Western markets, Android dominates the South Korean market, accounting for around 80% of mobile device usage. This has paved the way for alternative app stores like One Store, which holds approximately 14% of the market share. One Store’s local advantages and lower commission fees make it especially appealing for smaller developers aiming to reach South Korean users.
While Android should be prioritized, iOS also retains a significant user base in South Korea, so a dual-platform strategy is recommended for maximum reach.
Local apps and games largely dominate the South Korean market. Popular categories include shopping, finance, productivity, and dating apps, with local developers holding a lead in these areas. Koreans also show growing interest in fitness and language-learning apps, particularly English-learning apps. Notable developers include Netmarble, NEXON Company, KAKAO, NAVER Corp., and 4399 KOREA, among others.
However, the dominance of local developers does not mean that Western apps cannot succeed in South Korea. For example, King, Playrix, and Supercell have successfully localized games like Candy Crush Saga, Homescapes, and Clash Royale.
As the fourth-largest gaming market globally, with gaming revenues reaching $5.6 billion, South Korea offers a significant opportunity for mobile game developers, though strong local competition persists.
👇 To make it easier for you, we have listed the factors to consider when localizing your app/game in South Korea.
Despite high English proficiency among South Korean app users, there’s a clear preference for Korean-language apps and games. Local developers dominate due to their focus on localized content, making app localization crucial to compete effectively and build a loyal user base.
For gaming apps, in particular, localization can significantly enhance user engagement, making the storyline feel more relatable.
>>> ASO For Games: A Complete Guide to App Store Optimization for Mobile Games
Korean is written in Hangul script, which is read left to right, similar to Latin script. Each Hangul character occupies roughly the same space as two English characters, posing translation challenges. Instead of resizing fonts for long translations, select readable Korean fonts like Dodum and Nanum, which support clear readability.
The language also has specific grammar, tonal elements, and word-order nuances that require careful attention. For instance, word order is essential; large numbers typically precede smaller ones, so it’s critical to collaborate with native speakers to ensure culturally appropriate and readable translations.
A well-optimized app store product page provides users with a vital first impression of your app. By refining your app title, description, keywords, and visuals, you can boost user downloads and engage more potential users.
>>> Essential Strategies for App Marketers: How to Utilize App Stores as Powerful Marketing Channels
We strongly recommend translating your app name when entering the South Korean market. Approximately 75% of the top 25 apps and games on the Korean App Store and Google Play use either Korean titles or a mix of English and Korean separated by punctuation or brackets.
Well-known international brands such as Instagram, Netflix, YouTube, and Google have retained their English names but localized subtitles and descriptions into Korean. This approach helps retain brand recognition while making the app appealing to Korean users.
Koreans usually prefer to release apps and games in their native language. However, they are also open to certain English words, such as "ok" and "cool," which do not need translation. Including English keywords like "game," "puzzle," "movie," "shopping," "watch," and "play" in the iOS keyword field can bring a lot of traffic. Therefore, mixing Korean and English keywords in Apple’s keyword string is worthwhile.
For Android, we recommend using Korean in the long description, although it has a lower reading rate, as Koreans prefer their native language. However, achieving the correct keyword density for high-traffic, relevant keywords is crucial to rank better and relate to similar apps/games.
For high-traffic English keywords, consider targeting them in visible metadata (such as title and subtitle), provided that your app/game has a higher conversion rate in English than in Korean.
Use Free ASO Tools to see which keyword versions work best in the metadata.
South Korean users are drawn to complex, anime-style visuals for app icons, screenshots, videos, and feature images. Incorporating elements from Korean pop culture or featuring Asian models can significantly improve user appeal.
South Koreans enjoy games with strong character-collection and upgrading systems, particularly RPGs, where an icon depicting a character can attract more players.
High-quality gameplay footage and scenes showcasing rich characters and levels are essential for South Korean users, particularly for gaming apps.
In addition to focusing on the app itself, there are several other effective marketing strategies to consider.
👇 Here are some additional tips for successfully marketing an app in South Korea:
When releasing your app in South Korea, don’t ignore the importance of social media integration. Many South Korean apps provide one-click social media logins, such as Google, Naver, Kakao, and Facebook, so we recommend integrating this feature to ensure your app attracts more users and easily connects with your app.
👉 The impact of social and community factors for gamers in South Korea
Take advantage of Google Play's promotional content to highlight in-app updates, special events, and new features. Updating promotional materials on social channels regularly helps drive user engagement and retention.
Korean holidays, including Seollal (Lunar New Year) and Chuseok (Korean Thanksgiving), as well as Western celebrations like New Year and Christmas, provide opportunities for in-game events and revenue growth through in-app purchases.
South Korea is open in terms of free expression, but topics like violence and cruelty are generally avoided. Political sensitivities, especially regarding the Korean War and relationships with China and Japan, should also be handled carefully.
South Korea offers vast opportunities for app growth. By localizing content and design, your app can resonate deeply with Korean users and gain a competitive edge.
If you’d like to learn more about how ASOWorld can support your localization journey, Register to start optimizing your app today!
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