There is provided a technique for reducing the frequency of a user feeling annoyed. A map display system includes: a map display part that displays a map on a display; an icon display control part that selects a type of icons to be displayed from among a plurality of types based on a number of the icons displayed on the map, and displays ground objects by the icons of the selected type on the map; and an icon selection control part that allows or prohibits a change in the type of icons selected by the icon display control part, and prohibits, when scrolling of the map is performed, a change in the type of icons before and after the scrolling.