[Korea SME & Startups Distribution Agency]
[Korea SME & Startups Distribution Agency]

First-ever 'Startup Online Retail Support Project' launches this year

First round open Friday through June 19; startups within 7 years of founding eligible

Program covers 60 home shopping slots and 300 e-commerce slots

The Korea SME & Startups Distribution Agency, known as Hanuwon, announced Thursday it will begin accepting applications for its "Startup Online Retail Support Project" starting Friday.

Launched for the first time this year, the program aims to ease the marketing burden on early-stage startups and help them break into new sales channels. Its core offering is access to home shopping broadcasts and e-commerce platforms for startups that have competitive products but struggle to secure retail distribution.

Eligible companies must have been founded within seven years of the announcement date, Friday. A total of 360 companies will receive support, split between two tracks: home shopping broadcast support and e-commerce sales support.

The home shopping track will take 60 companies. It helps startups enter TV home shopping and data home shopping channels, lowering costs through tailored marketing support that includes reduced listing fees and broadcast commissions. Participating companies gain the opportunity to promote and sell their products to consumers nationwide.

The e-commerce track will accept 300 companies. Beyond platform listing support, it offers sales expansion programs covering promotions, marketing campaigns and discounts. Hanuwon plans to open dedicated online showcase storefronts inside major e-commerce platforms and provide additional exposure through category-specific flash deals and live commerce advertising tie-ins.

Hanuwon said it launched the program because marketing and distribution access are widely regarded as the main bottlenecks in early startup growth. Even after developing a product, many startups struggle to reach consumers, secure platform listings and cover sales promotion costs. The program focuses on helping startups grow sales and establish a foothold in the market through online retail channels.

Companies wishing to apply can check eligibility requirements and required documents on the Panpandaero website before submitting an online application. The first round runs Friday through June 19 and may close early depending on demand.

"Early-stage market entry and marketing support are critical for promising startups to gain a stable footing and grow into competitive companies," Hanuwon President Lee Tae-sik said. "We will draw on our retail channel capabilities to address the challenges startups face and contribute to building a healthy startup ecosystem and creating jobs for young people."


hong@heraldcorp.com