US tech giant Google has recently discontinued offering real-time popular searches in Korea, a move that aligns with the practices of its Korean rivals, Naver and Daum, who banned the feature due to concerns over potential manipulation of public opinion.
In a statement released on Wednesday, Google Korea announced, “We have decided to remove the feature from Google Search in Korea. The feature is no longer available here.” However, Google Korea did not provide further details regarding the exact reasons or timing behind the suspension.
Naver and Daum, two of Korea’s leading internet portals, suspended their popular search term features in 2020 and 2021, respectively. These decisions were influenced by growing concerns that such features could be exploited to sway public opinion, particularly during politically sensitive times such as elections.
Globally, Google continues to offer daily trending searches through its Google Trends feature. However, the real-time trending search service was introduced in Korea only late last month, marking a short-lived availability before its recent discontinuation. Daily trending searches, however, remain accessible.
“Despite Korea making up a tiny 1 percent of Google’s traffic flow, they may be well aware of the negative sentiment toward real-time search terms,” an industry source commented. The source added that this decision might also mitigate concerns about possible reverse discrimination against Naver and Daum, which could have faced competitive disadvantages if Google continued its real-time search feature.
The industry source further speculated that although the feature’s removal might align with public sentiment, it could have been a strategic tool for Google to increase its traffic in Korea. Currently, the search engine market in Korea is predominantly dominated by Naver and Daum, leaving limited space for global competitors like Google to expand their influence.
The removal of the real-time popular searches feature in Korea is seen as a preventive measure to avoid potential misuse and to ensure a fair digital environment, especially in the context of sensitive political climates. This decision reflects Google’s awareness of local market dynamics and its response to the ethical concerns surrounding the manipulation of search results.