Smart speaker industry in South Korea

Smart speakers, or AI speakers, have been developed by multiple domestic electronics and telecommunications firms in South Korea. Since their introduction to the local market in 2016, they have been used by millions of people in the country.

Brands

Google

In September 2018, Google Home (including the Google Home Mini) launched in South Korea. Running Google Assistant, it featured simultaneous recognition of two languages among a total of seven, including Korean. At launch, it could play music from Bugs!, in addition to YouTube.[1][2]

Kakao

In November 2017, Kakao launched the Kakao Mini, featuring integrated KakaoTalk functionality.[3][4]

KT

KT GiGa Genie 2

KT launched the GiGA Genie smart speaker in January 2017, using a Harman Kardon speaker.[5] In November 2017, KT announced GiGA Genie LTE, a portable AI speaker with LTE support. They also released a mini speaker called GiGA Genie Buddy.[6][7][8] In 2018, KT created a special version of GiGa Genie with a screen for use in hotels.[9][10] On 29 April 2019, KT announced the GiGA Genie Table TV, a consumer-oriented smart speaker with a display. It featured paid TV access through Wi-Fi. Based on usage data from the hotel model, KT decided not to add a touchscreen. The Table TV also featured a limited-access "personalized-text-to-speech technology" which could use parents' voice recording inputs to read children books.[11] In February 2022, KT began rolling out Amazon Alexa integration into its speakers for English support.[12]

Naver Wave speaker

In August 2017, Naver announced the Wave smart speaker, operating on Clova.[13] In October 2017, Naver launched the Friends smart speaker, which were designed based on Line characters.[14]

LG Uplus

In December 2017, LG Uplus launched the Friends+ speaker with Naver, operating on U+ Home AI.[15]

Samsung

In August 2018, Samsung announced the Samsung Galaxy Home in partnership with Spotify.[16] The original size was delayed, while the Galaxy Home Mini appeared briefly as a bonus for Samsung Galaxy S20 preorders in South Korea in February 2020.[17][18]

SK Telecom

SK Telecom launched the Nugu smart speaker in September 2016, using an Astell & Kern audio system.[19][20] In August 2017, SKT released a portable speaker named Nugu mini.[21] In July 2018, SKT launched the Nugu Candle, featuring expanded mood lighting. The first-generation Nugu was subsequently discontinued.[22][23] On 18 April 2019, SKT released the NUGU Nemo AI, which featured a display and JBL stereo speaker.[24] In August 2019, SKT collaborated with SM Entertainment, incorporating functions related to the agency's artists into Nugu.[25] In January 2022, SKT showcased the NUGU Candle SE, introducing Alexa support.[23]

Usage

KT GiGa Genie command data by subject (2017-2018)
  1. TV (35.0%)
  2. conversational (15.0%)
  3. music (13.0%)
  4. home appliances (12.0%)
  5. recommendations, web search, weather, time, etc. (25.0%)

In 2018, approximately 3 million people in South Korea used smart speakers.[26]

According to data from KT in 2018, the most common commands to its speakers were for controlling televisions.[5] Based on a broader survey in 2017, music was selected as the most frequent use case.[27]

Smart speaker function usage
Function %
Music
71.3
Weather/traffic
41
Internet searches
40.3
Timer
35.7

Korea Consumer Agency survey of 300 users (2017)

By 2018, smart speaker companies were partnering with reading and other education services, adding potential use-cases for children.[28]

By 2022, smart speakers were being utilized by the South Korean government. SKT, in partnership with 70 regional governments, distributed smart speakers to 12,000 senior citizens living alone. The government paid for monthly subscriptions to help seniors stay mentally engaged. Naver made an agreement with the Seoul Metropolitan Government to provide Clova CareCall, an automated health checkup program to hundreds of senior citizens living alone. KT's AI care service included an emergency dispatch call function and medication notifications.[29]

Criticism

Communication

In a survey of 300 users in 2017, approximately half reported having some type of communication issue with their smart speakers.[27]

Privacy

South Korean smart speakers sparked privacy concerns when they were found to be collecting and documenting user audio data in 2019. The speaker companies responded that only a minority of data was collected and that it was anonymized. They stated that such recordings were collected for performance improvements.[26]

References

  1. ↑ "Google Home launches in Korea". koreajoongangdaily.joins.com. 2018-09-11. Retrieved 2026-04-09.
  2. ↑ Ji-young, Sohn (2018-09-11). "Korea's AI speaker market gets a new player with arrival of Google Home". The Korea Herald. Retrieved 2026-04-10.
  3. ↑ "AI speakers enjoy growing popularity - The Korea Times". www.koreatimes.co.kr. 2017-11-19. Retrieved 2026-04-09.
  4. ↑ Ji-young, Sohn (2018-11-20). "Kakao Mini AI speaker can now read out loud KakaoTalk messages". The Korea Herald. Retrieved 2026-04-10.
  5. 1 2 "GiGA Genie can change the channel, or just chat". koreajoongangdaily.joins.com. 2018-10-26. Retrieved 2026-04-09.
  6. ↑ "KT unveils portable AI speaker - The Korea Times". www.koreatimes.co.kr. 2017-11-23. Retrieved 2026-04-08.
  7. ↑ Su-hyun, Song (2017-11-23). "KT expands presence of its AI platform with additional devices". The Korea Herald. Retrieved 2026-04-10.
  8. ↑ "3 new devices join the KT GiGA Genie family". koreajoongangdaily.joins.com. 2017-11-23. Retrieved 2026-04-10.
  9. ↑ "KT to increase GiGa Genie users to 1.5 mil. - The Korea Times". www.koreatimes.co.kr. 2018-05-03. Retrieved 2026-04-10.
  10. ↑ "[The Cutting Edge] GiGA Genie: Voice, app hotel room controller is fun, but not yet perfect". koreajoongangdaily.joins.com. 2018-10-07. Retrieved 2026-04-10.
  11. ↑ "KT offers smart speaker with a big screen on top". koreajoongangdaily.joins.com. 2019-04-29. Retrieved 2026-04-09.
  12. ↑ Yonhap (2022-02-10). "KT adds Amazon's Alexa voice service on its AI speakers". The Korea Herald. Retrieved 2026-04-10.
  13. ↑ "Wave, Naver's smart speaker, needs work". koreajoongangdaily.joins.com. 2017-09-18. Retrieved 2026-04-09.
  14. ↑ Ji-young, Sohn (2017-10-17). "Naver unveils new AI speakers with character designs". The Korea Herald. Retrieved 2026-04-10.
  15. ↑ "LG U+ partners with Naver on AI and speaker". koreajoongangdaily.joins.com. 2017-12-18. Retrieved 2026-04-09.
  16. ↑ Haselton, Todd (2018-08-09). "Spotify jumps on Samsung partnership news". CNBC. Retrieved 2026-04-10.
  17. ↑ Porter, Jon (2020-02-12). "Galaxy Home Mini emerges as an S20 preorder bonus in South Korea". The Verge. Retrieved 2026-04-10.
  18. ↑ "Samsung accidentally announced the Galaxy Home Mini's release date". Engadget. 2020-02-03. Retrieved 2026-04-10.
  19. ↑ "SKT introduces an AI assistant". koreajoongangdaily.joins.com. 2016-08-31. Retrieved 2026-04-10.
  20. ↑ "SKT launches portable AI speaker - The Korea Times". www.koreatimes.co.kr. 2017-08-08. Retrieved 2026-04-08.
  21. ↑ Ho-jung, Won (2018-02-07). "Introducing SK Telecom's rising star, Nugu". The Korea Herald. Retrieved 2026-04-08.
  22. ↑ "New Nugu model sets the mood with lighting". koreajoongangdaily.joins.com. 2018-07-11. Retrieved 2026-04-10.
  23. 1 2 Garikipati, Ram (2018-07-11). "SK Telecom showcases AI speaker devices with specialized features". THE INVESTOR. Retrieved 2026-04-10.
  24. ↑ "SK Telecom unveils AI speaker with display - The Korea Times". www.koreatimes.co.kr. 2019-04-18. Retrieved 2026-04-08.
  25. ↑ Jun-suk, Yeo (2019-11-08). "SKT applies K-pop singer's voice to smart speakers". The Korea Herald. Retrieved 2026-04-08.
  26. 1 2 Jun-suk, Yeo (2019-09-09). "Smart speaker privacy concerns spread to Korea". The Korea Herald. Retrieved 2026-04-09.
  27. 1 2 Woo-hyun, Shim (2017-09-08). "Smart speaker users report low satisfaction". The Korea Herald. Retrieved 2026-04-08.
  28. ↑ "[The Future is Now] Parents find unexpected ally in smart speakers". koreajoongangdaily.joins.com. 2018-10-15. Retrieved 2026-04-09.
  29. ↑ "[NEWS IN FOCUS] Smart speakers are friends, not toys, to some Koreans". koreajoongangdaily.joins.com. 2022-05-08. Retrieved 2026-04-09.
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