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Naver Papago is introducing "Trend," a service designed to assist foreign visitors traveling in South Korea. Based on data from products and places frequently translated by foreigners, the service recommends popular items and links AI briefings with Naver Place and Maps to support everything from exploration to visits and reservations.

According to Naver on the 19th, Trend is a service within the Papago app that introduces Korean products and locations drawing strong interest from foreign users. Users whose device language is set to a foreign language can access the feature via the "Trend" button in the upper right corner of the Papago app home screen.

Four languages are supported: English, Japanese, and Simplified and Traditional Chinese. In other foreign language environments, it is provided in English.

The product section comprises TOP 100, Rising, Beauty, Food, and Health. Users can check products with high Papago image translation usage, products that have recently drawn heightened interest, and popular items across categories such as beauty, food, and health.

Selecting a product allows users to check key information through an AI briefing provided in the device's language. The service also links Naver Blog and Shopping, enabling users to view reviews from domestic consumers and detailed product information.

The place section offers TOP 100, Rising, and Hot Spots. Users can explore popular destinations aligned with their travel itineraries, gathering hot spots across major areas in Seoul such as Myeongdong, Hongdae, and Seongsu, as well as major domestic tourist destinations including Jeju and Busan.

Selecting a place of interest allows users to view business hours, locations, menus, and user reviews registered on Naver Place in their device's language. It then connects to directions and booking functions to facilitate actual visits.

Papago has recently been expanding travel-related exploration features beyond being a mere translation tool. In April, it added Naver Place restaurant and store information alongside AI briefing-based product details to image translation results, and in July, it expanded functionality so that photographing Japanese signs or product images brings up information such as Tabelog restaurant listings.

The new Trend feature goes a step beyond conventional translation capabilities to enhance a "discovery" function utilizing foreign user data. The company explained that rather than merely translating already known products or places, the service enables users to newly discover products and destinations that have attracted interest from other foreigners.

Shin Joong-hwi, head of AI Search at Naver, said, "In the era of AI agents, Papago will move beyond translation to become a guide supporting the overall travel journey of foreign tourists, including shopping, directions, and reservations." He added, "By combining AI search technology with diverse services and data, we will uncover new user value in discovering and experiencing Korean products and places."

                                                                                                          Son Kang-hoon