Innocean, the advertising and marketing division of Hyundai Motor Group, has teamed up with venture capital firm SBVA to initiate a corporate support program for growth-stage technology startups, the companies announced.
The initiative, named “UP 2026,” signifies a strategic change for Innocean as it seeks to expand beyond its conventional advertising foundation into the realms of artificial intelligence (AI) integration, data analytics, and brand consulting for up-and-coming tech companies.
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The program connects Innocean leaders with over 10 startups from SBVA’s collection. Participants consist of Blind, the well-known anonymous professional networking platform; KREAM, a marketplace for limited-edition sneaker and collectible resales; and Ohouse, a prominent home decor platform.
Other companies participating include the women's wellness app Queenit, the on-demand service Laundrygo, and the AI healthcare platform Gravitylabs.
SBVA, overseeing around 2.5 trillion won ($1.8 billion) in assets, underwent a rebranding in 2024 from its former name of SoftBank Ventures Asia. The company has supported over 100 international startups in AI, intelligent robotics, and consumer technology.
Divided into four sessions, UP 2026 will examine how AI is transforming consumer habits, trends in the creator economy, and business models based on data. The initiative includes customized one-on-one workshops where Innocean executives collaborate with individual startups to tackle unique scaling challenges and explore possible joint business opportunities.
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The partnership illustrates a larger effort by established corporate agencies to obtain new revenue streams by integrating themselves into the venture ecosystem.
For SBVA, this partnership provides its portfolio companies with direct access to top-tier marketing expertise as they aim to expand globally.
Previously, Innocean unveiled the "largest lifeguard in the world" on a digital signage screen situated in front of Haeundae Beach, a landmark in the southern port city of Busan, according to the advertising division of Hyundai Motor Group.
Innocean established the display on Grand Josun Media, a curved digital signboard mounted on the exterior of the Grand Josun Busan Hotel, to provide up-to-date environmental information and alerts about visitor safety at the beach.
The video showcases information like weather conditions, wave heights, and a set of safety recommendations, employing 3D anamorphic technology to create bright and engaging viewing experiences for guests.
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For example, a large lifeguard icon shows up on the screen to provide warning signals on days with elevated waves. The video’s backdrop also showcases weather variations by displaying clear skies, clouds, and rain simultaneously.
The board is 25 meters in width and 31 meters in height. The initiative began its activities in June, aiming to enhance awareness of safety around the beach zone. Innocean collaborated with Shinsegae Property for the planning and execution of the new project.