The company’s strategy focuses on expanding its service offerings beyond just ride-hailing, venturing into food delivery, grocery delivery, and other areas. This move signifies a shift from the traditional ride-hailing model, aiming to become a comprehensive transportation platform. Uber’s expansion in South Korea is part of a broader global strategy to become a “mobility platform” by 2025.

The South Korean ride-hailing market is a complex and competitive landscape, dominated by KakaoTaxi and its 70% market share. KakaoTaxi, a subsidiary of the South Korean tech giant Kakao, has been the undisputed leader for years, leveraging its strong brand recognition and extensive network of drivers. Uber’s entry into the South Korean market was met with a mixed bag of reactions.

The company’s entry into the country was met with resistance from taxi drivers, who saw Uber as a competitor to their traditional business. They argued that Uber’s business model, which relied on using private cars, was unfair and threatened their livelihood. Taxi drivers in South Korea have a long history of organizing protests and strikes, and they were determined to protect their traditional role in the market. The controversy surrounding Uber in South Korea highlights the complex relationship between technology companies and traditional industries.