Seoul Business Agency Partners with Amazon to Accelerate US Market Entry for Korean Brands

The Seoul Business Agency (SBA) announced on June 1 that it is collaborating with Amazon Global Selling Korea for the "2026 Amazon Accelerator Program," which seeks to recruit participants until June 28. This initiative specifically targets Korean brands with limited experience in the US market, offering intensive support through all stages of Amazon entry and marketing execution.

By focusing on brands in the beauty and health supplement sectors, the program aims to validate product competitiveness and market viability, ultimately linking training and marketing efforts directly to sales outcomes. A total of 20 companies will be selected, prioritizing those with distinctive aspects such as texture, packaging, formulation, and technology that meet US cosmetic regulations (MoCRA).

This initiative indicates a strategic shift towards fostering a more localized support structure for international market penetration. The emphasis on holistic brand development—from education to marketing—demonstrates a commitment to crafting a sustainable export model, enhancing the international positioning of Korean beauty brands by leveraging Amazon's extensive reach.

Participants will receive access to Amazon's official curriculum and networking opportunities through meetups, bridging the gap between training and practical application. Furthermore, brands that enter the execution stage will benefit from Amazon advertising marketing, potentially elevating brand visibility and establishing a foundation for sales in the competitive US landscape.

Three outstanding companies among the participants will be selected for advanced growth programs, which will include global influencer marketing and personalized 1:1 consultations with Amazon managers. This aligns with industry best practices aimed at creating synergies between brand presence and market engagement strategies.

The program's structure encompasses several phases: recruitment, selection evaluation, sales preparation, marketing execution, interim evaluation, pitching preparation, and final evaluation, with each step designed to incrementally assess market potential. Seven companies will be shortlisted through the interim evaluation, leading up to the selection of the top three through a final pitch presentation.

An online seminar will also be held on June 17 to provide Q&A opportunities regarding program details, signaling SBA and Amazon's commitment to transparency in their collaborative efforts. Kim Hyun-woo, CEO of the SBA, emphasized that this initiative serves to identify promising brands yet to penetrate the US market, providing essential support for sales and brand growth. By partnering with Amazon, the agency aims to facilitate rapid market integration and establish a sustainable growth foundation for domestic brands.