Hyundai Home Shopping is partnering with promising startups to accelerate its transition to artificial intelligence (AI) and speed up the discovery of new businesses.

Hyundai Home Shopping announced on the 22nd that it held the “2026 Hyundai Home Shopping H.I.G.H (Hyundai Innovation Growth Hub) Open Innovation Kickoff Day” event at its headquarters in Cheonho-dong, Gangdong-gu, Seoul. The event was attended by Hyundai Home Shopping CEO Han Kwang-young, Mark&Company CEO Hong Kyung-pyo, representatives of each selected company, and officials from the Seoul Business Agency.

H.I.G.H is a program launched last year by Hyundai Home Shopping in partnership with the Seoul Business Agency, a startup support institution under the Seoul Metropolitan Government, and startup investment firm Mark&Company to identify and support promising startups.

Through the program, Hyundai Home Shopping plans to select five startups and pursue technological collaboration. The final selected startups are Closer Labs, which operates an AI-based data analytics platform; CGinside, which operates AI services based on legal and regulatory databases; Planningo, which offers an AI-based virtual try-on solution; ForParents, which provides senior travel services; and Spicery, which possesses technology for preserving and processing spice flavors.

From June to October, these companies will collaborate with Hyundai Home Shopping’s business units to conduct business proof-of-concept (PoC) projects focused on initiatives that can be applied immediately in practice, including ▲ building an AI-based virtual fitting system ▲ establishing AI-based systems and improving operational efficiency ▲ developing differentiated products and content. After completing the PoC, the introduction of actual services will be reviewed.

Hyundai Home Shopping CEO Han Kwang-young said, “In a rapidly changing market, the company is striving to identify new growth engines through collaboration with promising startups,” adding, “Hyundai Home Shopping will continue to introduce mutually beneficial models that discover and nurture promising startups.”

Meanwhile, through last year’s program, Hyundai Home Shopping selected five startups—ZAI, a personalized marketing solution provider; LangCode, an enterprise generative AI platform; PurpleIO, an e-commerce marketing automation solution; Chabot Mobility, a mobility concierge platform; and Losh Korea, a senior-focused platform—and pursued hyper-personalized customer services using AI.

As a result, the company achieved visible outcomes in terms of actual commercialization, including institutionalizing offline experience classes for VIP customers through collaboration with Losh Korea.

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