TikTok said on the 15th that it will hold TikTok Summit Korea 2026 on the 20th at the Grand InterContinental Seoul Parnas in Seoul's Gangnam district, an event aimed at domestic companies. This year's summit will cover artificial intelligence-based advertising solutions and strategies for expanding overseas sales channels through TikTok Shop.
The theme for this year is "Watch it, Love it, Want it." The summit will introduce strategies for turning consumer attention into brand awareness, favorability and actual purchases. According to a report TikTok released in August this year, 56% of respondents who encountered K-culture on TikTok went on to buy related products.
Shichi Wu, general manager of global business solutions at TikTok Korea, will deliver the keynote address, explaining how to reflect shifts in consumer behavior in advertising strategy. Shin Ye-won, senior director at Sensor Tower, will analyze TikTok's competitive position based on monthly active users and time spent on the platform. Shin Min-jae, product marketing manager at TikTok Korea, will demonstrate how to produce advertising videos using the generative AI solution TikTok Symphony and the AI model Seedance 2.5.
Three in-depth sessions are planned. "AI-Based Performance Strategy" will address the development path of TikTok Agentic AI, built on AI agents. "Global Commerce" will cover strategies for expanding K-beauty into the U.K. market and KR Direct Shipping, a service that ships directly from Korea to five Southeast Asian countries. The final session, "Brand Growth Built on TikTok," will present full-funnel marketing strategies that link awareness through to purchase conversion.
The venue will feature a Product Experience Zone, where attendees can try advertising products such as TopView and Top Feed as well as TikTok Shop, and a One-on-One Consulting Zone, where experts in each field will assess participating companies' challenges and propose tailored solutions.
"Through this summit, we want to show that Korean companies can use TikTok's various solutions and global reach to enter overseas markets and strengthen their competitiveness in each of those markets," Wu said.