Amid the dazzling array of futuristic tech at CES 2026 in Las Vegas, one pavilion – a rather cute one – captured the electric energy of a rising Asian city. Under the banner of ‘Seoul POP’, the Seoul Pavilion was a standout destination in Eureka Park at the Venetian Expo, showcasing not just products, but also the potential of the South Korean capital.
“This year’s pavilion was a big effort to propel Seoul’s tech ecosystem onto the world stage,” a young trade representative told this reporter. “It had the participation of 69 companies, backed by a coalition of 19 organisations and supported by 11 partner institutions.
Led by the Seoul Business Agency (SBA) and the Seoul Metropolitan Government, its aim was clear: to foster 40 unicorn companies by 2030.”
Seoul POP
The theme for the pavilion was ‘Seoul POP’, and the representative said that it wasn’t just a catchy slogan, but “aimed to showcase the ‘popping’ potential of Seoul’s startups ready to burst onto the global scene.”
She added that the opening ceremony set a dynamic tone, with rhythmic visuals and a palpable sense of energy that drew global media, investors, and buyers.
“Seoul City actively supports global cooperation among companies, with the goal of fostering 40 unicorn companies by 2030,” she said. “This long-term vision is driving the city’s aggressive support for startups in sectors ranging from AI and mobility to healthcare and lifestyle tech. By unifying district offices – including Gangnam-gu, Gwanak-gu, Guro-gu, and Geumcheon-gu – and major startup hubs under one pavilion, Seoul presented a seamless, high-tech ecosystem to the world.”
13 CES Innovation Awards
The quality of the technology on display was validated by the most prestigious accolades at the event. Among the participating companies, 13 were honoured with the CES Innovation Award. The young representative said that these awards are widely recognised as the highest honour at CES, “and brought significant global attention to the Seoul Pavilion, proving that Korean startups are not just competing, but are leading in technological ingenuity.”
70 student supporters
What truly set the Seoul Pavilion apart, however, was the human element. The pavilion was not just staffed by company representatives, but was energised by 70 university student supporters selected from nine of Seoul’s universities, and their energy, and smiles, provided a boost to the tired CES attendee.
“These students represent the future of Seoul, and Korea, and were deployed across booths, actively participating in onsite operations and trying to bridge language barriers,” the representative said. “Most were well-versed in English, and dressed in uniforms that matched the ‘Seoul POP’ branding, they facilitated business meetings, explained complex technologies to international visitors, and added a youthful vibrancy to the exhibition floor. Their presence highlighted Seoul’s commitment to nurturing talent alongside technology, ensuring that the city’s innovation engine has the human capital to sustain its growth.”
A leap forward
The Seoul Pavilion at CES 2026 was a fine example of PPP (public-private partnership). “By bringing together 19 diverse organisations – from academic institutions to district governments – Seoul demonstrated that its startup ecosystem is interconnected and robust,” she said. “We were able to show the world that Seoul is not just a city of tradition, but a popping hub of future unicorns, and the soul of the world.”