South Korean startup global expansion efforts

South Korean startups and brands are increasingly focusing on global market expansion, with a significant emphasis on entering the Japanese market through specialized industry events and collaborative programs.

In mid-September 2026, various initiatives were highlighted, including the K-Beauty Summit and several startup contests in sectors such as agri-food, AI, robotics, and mobility. Efforts to leverage K-pop fandom for commercial purposes were also noted, such as the ‘ICU Con in Tokyo’, which integrated idol performances with K-beauty and fashion brands to drive consumer action via e-commerce platforms.

By October 2026, support for entering the Japanese market became more localized in the Kansai region. Programs such as the ‘K-Beauty Female Startup Pavilion’ at COSME Week OSAKA 2026 facilitated connections between K-beauty startups and local buyers. Additionally, the Busan Creative Economy Innovation Center expanded its reach into Osaka and Kobe, supporting startups in life sciences and green transformation through IR pitching and networking sessions at the Global Startup EXPO 2026. Cooperation between Korean and Japanese startup ecosystems was further strengthened through memorandums of understanding with organizations like Innovation Dojo Japan.