Seoul Business Agency Accelerates Global Startup Expansion at CES 2026

2026-01-12 global

Las Vegas, Sunday, 11 January 2026.
Supporting 70 startups, the SBA’s initiative secured 17 Innovation Awards and established a seven-nation forum, signaling a major leap in Seoul’s integration into the global technology market.

A Strategic Showcase in Eureka Park

The Seoul Business Agency (SBA) orchestrated a massive presence at CES 2026, which concluded on January 9 in Las Vegas [2][3]. The dedicated “Seoul Pavilion,” located in the startup-centric Eureka Park, spanned 743 square meters and operated under the vibrant theme of “Seoul POP” [2][7]. This initiative was not a solitary effort; it represented a broad coalition of 19 organizations, including four district offices and nine universities such as Seoul National University and Ewha Womans University, all collaborating to support the 70 participating startups [2][7]. The operational scale was further bolstered by 70 university students, recruited from Seoul and the University of Nevada, Las Vegas (UNLV), who assisted with interpretation and booth operations to facilitate seamless international communication [3][4].

Fostering Cross-Border Ecosystems

Beyond the exhibition floor, the SBA utilized the event to deepen international ties through the Global Innovation Forum, held on January 7 [1]. Building on the foundation of the “Seoul Innovation Forum” launched in 2025, this year’s iteration expanded its scope to include collaboration among seven leading startup ecosystems [1]. The forum featured participation from major international bodies, including Switzerland Global Enterprise (S-GE), the Israel Economic and Trade Office, the Japan External Trade Organization (JETRO), Business France, the Quebec Government Office, and TTA [1]. SBA CEO Hyun Woo Kim expressed his ambition for the forum to become a symbolic program for cross-country cooperation and a focal point for global startup exchange within CES [1].

Bridging Innovation and Business

The SBA’s overarching strategy for CES 2026 was to transition from simple technology exhibition to generating tangible business outcomes. CEO Hyun Woo Kim emphasized that the pavilion was designed to be a “stage for real business” and a “bridgehead” for practical achievements [2]. By integrating exhibition space with networking platforms like the Global Innovation Forum, the SBA aimed to create a venue where global buyers and investors could engage deeply with Seoul’s emerging technologies [2]. As the event wraps up, the agency intends to continue developing these platforms to ensure they remain closely watched by global venture capitalists and media in future iterations [1].

Sources

Startup Ecosystem Consumer Electronics