Spotify and NAVER launch new integration in South Korea
Spotify has teamed up with South Korea’s top digital portal for smoother music discovery and access.
Spotify has announced a new partnership with NAVER Corp that brings tighter music integrations and added subscription benefits to listeners in South Korea. NAVER is one of the country’s largest digital platforms, with services that cover search, maps, shopping, content, and paid memberships. Through this collaboration, Spotify is becoming more closely embedded into tools that many people in Korea already use every day.
The aim of the partnership is to make listening to music feel more seamless and natural across NAVER’s ecosystem. This deal builds on that approach by placing Spotify’s features directly inside NAVER services rather than keeping them limited to a standalone app.
Speaking about the partnership, Gautam Talwar, General Manager of Spotify Asia Pacific, said, “Since launching in Korea, Spotify has been focused on connecting fans with the music and creators they love through our world-class personalization and discovery features.” He also explained why NAVER was such a key partner, “Partnering with NAVER, whose services are woven into the fabric of everyday digital life in Korea, enables us to bring those experiences even closer to listeners, helping them find the right music for every mood and moment.”
One of the most noticeable changes is the new integration with NAVER Maps. Spotify playback is now available directly within the Maps interface, allowing users to listen to music while commuting, or driving. This removes the need to switch between apps and helps make music part of everyday movement and travel.
The partnership also brings new benefits to NAVER+ Membership subscribers. Spotify Premium Basic is now included at no additional cost as part of NAVER+ Membership. This gives members access to features such as ad-free listening and enhanced audio quality through Spotify. NAVER is also introducing a new add-on option, allowing members who currently receive free content benefits to subscribe to Spotify Premium Basic at a discounted rate. Further details are available through NAVER’s membership page.
Music discovery has also been updated through NAVER Search. When users search for music-related terms in the NAVER app, Spotify preview playback is now available. This allows people to get a taste of tracks instantly before choosing to listen in full, making discovery much quicker and more interactive.
To support the launch of this new integration, Spotify has partnered with Felix from Stray Kids as the ambassador for the campaign. Felix is known for his global reach and strong connection with fans, and his involvement reflects the focus on creativity and discovery that both Spotify and NAVER are aiming to deliver through this collaboration. A campaign video revealing Felix as the ambassador has also been released as part of the announcement.
With Spotify now integrated into search, maps, and membership benefits, music is becoming easier to discover across one of Korea’s most widely-used digital platforms.