A vehicle terminal installed in a vehicle and communicating with an external server, and a location-based content sharing system including the same are provided. The vehicle terminal includes a GPS receiving unit configured to receive location information regarding a location at which the vehicle is positioned, a wireless communication unit configured to receive information regarding a predetermined region and content corresponding to the predetermined region from the external server, a controller configured to determine whether the vehicle enters the predetermined region by using the location information, and reproduce the content corresponding to the predetermined region when the vehicle enters the predetermined region, and an output unit configured to output the reproduced content.