KaKao

- Positive impact of Kakao services on everyday life highlighted by academic research

- Findings on improvements across society, including intergenerational communication, emotional connection, and digital transformation for small businesses

 

[March 22, 2026] Kakao held a conference to systematically examine the positive changes that platform services have brought to society and everyday life through academic research.

 

On March 22, Kakao (CEO Shina Chung) announced that it hosted the “2026 Kakao Everyday Innovation Conference” on the 20th at Heyground in Seongsu-dong, Seoul, where it shared meaningful research outcomes generated by services across the Kakao Group, including Kakao, Kakao Pay, and Kakao Mobility.

 

The conference featured presentations from nine academic research teams selected through last year’s “Digital Platform Everyday Innovation Research Support” program. According to the findings, Kakao’s services are driving innovative changes across society, including lowering communication barriers between generations, supporting digital transformation for small business owners, and fostering emotional connections among older adults.

 

In particular, research on the role of platforms in bridging generational communication gaps drew significant attention. A research team led by Professor Yunju Nam of Hanyang University presented findings showing that the use of KakaoTalk emoticons helps reduce emotional distance between generations. In an experiment conducted with 76 participants—38 in their 20s and 38 in their 50s—the results found that the use of emoticons generally increased mutual likability and trust. Contrary to the common perception that using emoticons in formal contexts such as workplace conversations may seem unprofessional, the study found that they had a positive effect even in conversations with supervisors. When emotes were used, likability toward the other party increased by 15.9%, while perceived work competence rose by 8–9%. In family communication, when parents used emotes, the psychological distance perceived by their children decreased by as much as 25%.

 

Further analysis showed that digital communication contributes to emotional connection and improved quality of life across all age groups, including older adults. A research team led by Professor Jee-yeon Sah of Seoul National University found that gestures such as expressing gratitude and congratulations through KakaoTalk’s gifting service foster emotional connection across all age groups, with individuals aged 60 and above reporting the greatest emotional impact. Another study by a team led by Professor Wonjun Chung of the University of Suwon revealed that 88.4% of respondents aged 60 and older use services such as KakaoTalk, Kakao Pay, and Kakao T, and reported experiencing improvements in their quality of life.

 

The economic value of KakaoTalk Channel in supporting the growth of small businesses was also quantified. According to research led by Professor Minho Ryu of Dong-A University, small business owners operating KakaoTalk Channels attributed an average monthly value of KRW 19,500 to various features beyond messaging, including AI-based precision targeting, shopping mall integration, and automated responses. Among these, AI-based precision targeting accounted for KRW 9,313 (approximately 48%), representing the highest perceived utility.

 

The conference also introduced a wide range of additional research findings, including how digital platforms, such as Kakao Map, help overcome physical location limitations for commercial districts; user acceptance of emotion-based remittance services on Kakao Pay; the psychologically perceived safety provided by Kakao T taxi services; the use of KakaoTalk in mental health counseling; and the impact of participatory donation experiences through Kakao Together. More details can be found on the “Kakao Policy & Industry Research” Brunch channel.

 

Dae-yeol Kwon, ESG Head of the CA Council at Kakao, stated in his opening remarks, “This conference is an opportunity to share in-depth research conducted by experts on Kakao’s contributions to everyday life as a digital platform. We will continue to explore, together with experts, how Kakao’s services and technologies are being used, what obstacles users face, and what solutions can address them.”

 

Meanwhile, Kakao plans to continue supporting academic research this year under the theme of “small but meaningful changes” through digital platforms that positively transform our lives and relationships, with further details to be announced in the first half of the year. (E.O.D.)

 

[Reference] Kakao Policy & Industry Research Brunch Website: https://brunch.co.kr/@kakao-it/496