The Seoul Business Agency (SBA) has officially launched the Seoul Pavilion at CES 2026, showcasing the innovative capabilities of 70 startups from South Korea. This initiative aims to enhance global visibility for Seoul’s startup ecosystem, which has been recognized as a burgeoning tech hub. The event, taking place from January 6 to January 9, 2026, in Las Vegas, is the world’s largest technology exhibition, attracting significant attention from global media and investors.
Located in Eureka Park, the startup-focused section of CES, the Seoul Pavilion spans 743 square meters and features a main stage, photo zone, and spaces dedicated to business consultations. For the first time, the SBA introduced a Media Center and an Innovation Award Exhibition Space, designed to bolster media engagement and enhance visitor interest. This pavilion demonstrates the collective strength of Seoul’s startup ecosystem through partnerships with 19 institutions, including local government offices and leading universities.
The 70 startups participating in the pavilion are diverse, representing advanced sectors such as artificial intelligence (AI), mobility, and healthcare. In addition, the SBA has enlisted 70 university students from nine major universities in Seoul, along with local students studying at the University of Nevada, Las Vegas, to assist with interpretation and booth operations. This initiative ensures that startups can effectively engage with potential partners and customers throughout the exhibition.
The opening ceremony on January 6 marked a vibrant introduction to Seoul’s innovative technologies, encapsulated by the theme “Seoul POP.” The event featured dynamic music, engaging video presentations, and collaborative performances by representatives from various participating organizations. This spectacle illustrated the unity of the startups and student supporters, all eager to showcase Seoul’s technological prowess.
During the ceremony, SBA CEO Hyunwoo Kim officially launched the Seoul Pavilion, proclaiming it as “the most vibrant space at CES” and a crucial venue for global buyers. He emphasized the pavilion’s role as a launchpad for practical business opportunities, stating, “Seoul Innovators Show Up.” The enthusiasm from the audience, adorned with cheering sticks in the color of “Morning Yellow,” symbolized the collective ambition of the Seoul startup community.
In addition to the pavilion activities, the SBA facilitated participation in the CES Unveiled media preview event on January 4. Ten selected companies, including some that received CES 2026 Innovation Awards, presented their innovations to global media, garnering extensive coverage. A total of 17 companies from the Seoul Pavilion received Innovation Awards, including one prestigious Best of Innovation Award won by Studio Lab Co., Ltd.. This recognition places them alongside industry giants like Samsung and Qualcomm.
The Consumer Technology Association, which organizes CES, awards these honors to products that demonstrate exceptional technological excellence and innovation. Winning the Best of Innovation Award is a significant achievement, as only about 30 companies worldwide receive this accolade each year. Studio Lab’s success showcases the high level of innovation emerging from Seoul’s startup landscape.
Looking ahead, the SBA plans to continue supporting these startups through various programs aimed at fostering international business relationships. Hyunwoo Kim reaffirmed this commitment, stating, “The CES Seoul Pavilion is not a simple exhibition space but a global business stage.” He expressed hope that the event would serve as a catalyst for future business achievements for the participating companies.
The strategic initiatives by the Seoul Business Agency at CES 2026 underline Seoul’s growing influence in the global technology sector and its commitment to promoting innovative startups on an international platform.
