The South Korea Pavilion caught the eyes of many attendees at the Consumer Technology & Innovation Show (CTIS) with its striking “KOREA” signboard and the exquisite products on display. The Korean Federation of Small and Medium Business (KBIZ) brought 20 innovative Korean brands to exhibit at the show, taking this opportunity to promote the cutting-edge scientific and technological achievements from non-traditional technology fields, such as Korean medical beauty products and smart home, in the Chinese market.

As early as 2008, the South Korean government paid great attention to encouraging innovation and startup of SMEs, even as the internal economy of the country was seriously hit by the global financial crisis, and it showed no sign of improvement at that time. The "Second Entrepreneurship Wave" promoted in 2019 was a significant help to Korean SMEs and innovative startups. According to the 2019 World Intellectual Property Report, two-thirds of the world's patent applications came from Asia that year. Among them, South Korea, along with China and Japan, have become global innovation hotspots.

The Korean pavilion brought many innovative products to the show. The Korean home service robot company Everybot, which has won the Red Dot Design Award and iF medal, brought the world’s first cleaning robot with three-rotation mopping technology. It can handle cleaning duties and rotate three mop pads while moving. Unsurprisingly, the robot attracted crowds. According to a representative of Everybot, customer demand for improved living environments and smart health has risen sharply under the new normal of the pandemic, and the robot products developed by Everybot satisfy these needs.

South Korea is one of the countries with the highest penetration rate of medical beauty in the world. Hi-tech Greenway, dedicated to the research and development of innovative skincare and beauty products, brought a home-use ultrasonic micro dermabrasion device, Derma W gold, to the show. It combines three home-use cosmetic treatment methods (micro bubble jet energy, ultrasonic energy and the electrical properties of ions) into one, which helps consumers to carry out skincare treatment at home. Due to the outstanding technology created by the R&D department, Hi-tech Greenway has a huge advantage in cost and efficiency.

The South Korea Pavilion at CTIS showed other innovative products designed to promote well-being, including the Allda one-stop multi-functional cooker, Huwant digital medical device that helps to strengthen healthy breathing, Thermosafer(smart monitoring thermometer, Drspa sonic cushion and Lillycover personalized cosmetics. According to KBIZ, Korea’s innovative brands are very optimistic about the Chinese market, as Chinese lifestyle habits and consumer perceptions are very similar to those in South Korea. In order to contact more Chinese distributors, KMIZ set up four video conference exhibition halls, which allowed Korean manufacturers and exhibitors to have in-depth communication with potential distributors through video conferences.

With the desire to improve the quality of life and grow together with Chinese customers, KMIZ believes that CTIS 2021 provided the ideal platform for Korean brands to enter the Chinese market.