Innocean, SBVA partner to support growth of AI, tech startups

A promotional poster for Innnocean's "UP 2026" joint initiative with SBVA / Courtesy of Innocean

Innocean, the marketing and advertising arm of Hyundai Motor Group, has partnered with venture capital firm SBVA to launch a corporate backing initiative for growth-stage tech startups, the companies said Monday.

The program, dubbed “UP 2026,” marks a strategic shift for Innocean as it attempts to diversify beyond its traditional advertising roots into artificial intelligence (AI) adoption, data analytics and brand consulting for emerging tech players.

The initiative pairs Innocean executives with more than 10 startups from SBVA’s portfolio. Participants include Blind, the popular anonymous professional social network; KREAM, a limited-edition sneaker and collectible resale marketplace; and Ohouse, a major home interior platform. Other companies involved span women's wellness app Queenit, on-demand service Laundrygo, and AI health care platform Gravitylabs.

SBVA, which manages approximately 2.5 trillion won ($1.8 billion) in assets, rebranded in 2024 from its previous identity as SoftBank Ventures Asia. The firm has backed more than 100 global startups across AI, smart robotics and consumer tech.

Spread across four sessions, UP 2026 will focus on how AI is reshaping consumer behavior, creator economy trends and data-driven business models. The program also features tailored one-on-one workshops between Innocean executives and individual startups to address specific scaling hurdles and potential joint business ventures.

The tie-up reflects a broader push by traditional corporate agencies to secure fresh revenue lines by embedding themselves within the venture ecosystem.

"This is a starting point for Innocean to broaden strategic cooperation with innovative companies and explore new growth opportunities beyond conventional advertising," said Innocean Chief Executive Kim Jung-a.

For SBVA, the collaboration offers its portfolio companies a direct pipeline to blue-chip marketing expertise as they look to scale internationally.

"I hope this program will provide practical insights and create new opportunities for collaboration," said SBVA Chief Executive Lee Joon-pyo, noting the program aims to help portfolio companies improve brand equity and hone global expansion strategies.

This article was published with the assistance of generative AI and edited by The Korea Times.