Seoul Business Agency Showcases Innovative Startups at CES 2026 Pavilion

The Seoul Business Agency (SBA), an organization dedicated to supporting small businesses and enhancing the global competitiveness of Seoul's startup ecosystem, has made a significant mark at CES 2026. This year, the SBA established the Seoul Pavilion, providing a platform for 70 startups eager to expand their reach into international markets.

CES, which stands for the Consumer Electronics Show, is recognized as the largest technology exhibition globally, held annually each January in Las Vegas, USA. It serves as a hotspot for innovations, drawing global attention from industry leaders, investors, and media alike. The event this year took place from January 6 to January 9, 2026.

As part of its initiative, the SBA collaborated with 19 leading institutions in Seoul's startup ecosystem, including various district offices and universities, to present a united front of innovation and creativity. The Seoul Pavilion covered an impressive area of approximately 743 square meters (about 225 pyeong) within Eureka Park—the designated zone for startups at CES. It features a main stage, various business consultation spaces, and even a Media Center designed specifically to boost the visibility of the participating companies.

During the pavilion's opening ceremony, themed 'Seoul POP', attendees witnessed a vibrant display of Seoul's cultural vitality and technological prowess. The event was celebrated with rhythmic music, engaging video content, and lively performances, encapsulating the dynamic collaboration between the array of organizations, institutions, and students who contributed to this endeavor. Notably, 70 university students were selected to support the startups by assisting with interpretation and operational needs at their booths.

Seventy companies showcased their innovations across various advanced sectors such as artificial intelligence (AI), healthcare, mobility, and other high-tech industries. Most importantly, the participation at CES has allowed these startups to gain invaluable recognition on a global scale. Among the attendees were 10 notable companies that participated in 'CES Unveiled', a precursor event that provided a prime opportunity to showcase their offerings to major media before the main CES event.

Despite the competitive environment, Seoul-based startups have managed to claim their share of accolades at CES 2026, with a remarkable 17 companies receiving CES Innovation Awards, including one Best of Innovation Award. This accolade reinforces Seoul's position as a burgeoning tech hub and validates the innovations spearheaded by its startups. The award ceremony highlighted the achievements of Studio Lab Co., Ltd., which not only received the Best of Innovation Award but also stood alongside global giants such as Samsung and Qualcomm, an impressive feat for any emerging company.

In his remarks, SBA CEO Hyunwoo Kim emphasized that the Seoul Pavilion is more than just an exhibition space; it is a critical platform for real business opportunities and interactions. He stated, “We hope that visitors and participating companies will engage with and benefit from the various offerings provided here.” Kim’s insights reflect the agency's commitment to not only fostering innovation but ensuring that tangible outcomes are achieved for all involved.

As the CES continues to evolve, so does the potential for startups in Seoul. The SBA's strategic planning, support services, and collaborative efforts have set a precedent for what can be achieved when local players unite, setting the stage for future success in the global marketplace. This year's participation at CES 2026 is a testimony to the resilience and innovative spirit of Seoul's startups, promising exciting developments on the horizon for business and technology in the region.