A mission to Korea, a platform for growth: How InnovatorSpark from Romania is expanding internationally through new partnerships

When InnovatorSpark joined the EU Business Hub @ Digital Solutions Korea 2024 business mission, the Romanian software company had a clear objective: to explore opportunities in one of Asia's most advanced digital markets.

For a growing European SME with ambitions beyond its existing footprint in 19 countries, the Republic of Korea represented both an opportunity and a challenge – a highly innovative market where building the right relationships is often the first step towards long-term success. Less than a year later, conversations that began during the mission in Seoul have led to a cooperation agreement with a Korean company and opportunities with fellow European participants.

Headquartered in Cluj-Napoca, Romania, with an office in Amsterdam, InnovatorSpark has spent more than a decade helping organisations transform ideas into scalable software products. The company specialises in custom software development, SaaS solutions and ERP implementation, serving clients across healthcare, logistics and other technology-driven sectors.

For Founder Mihai Runcan-Pop, international expansion has become a key priority as the company continues to grow its presence across Europe and beyond.
"Korea is one of the most advanced digital and healthtech markets in the world," he explained. "With healthcare being one of our core sectors, Seoul was a natural place to explore opportunities and connect with organisations operating at that level."

Testing the market through direct engagement
Like many European SMEs, InnovatorSpark recognised the potential of the Korean market but understood that entering it would require more than online research or remote outreach. "We wanted direct, in-person access to the Korean and wider Asian tech ecosystem," recalled Mihai Runcan-Pop. "The mission gave us the chance to test our fit with the market, meet potential partners and better understand how business is done in Korea."
 

During the five-day mission in Seoul, InnovatorSpark participated in a series of matchmaking meetings, networking events and business activities designed to connect European SMEs with carefully selected Korean counterparts. The experience quickly confirmed the value of face-to-face engagement. "The matchmaking was the most valuable part," said Mihai Runcan-Pop. "The meetings were relevant, well-targeted and gave us access to organisations that would have been difficult to reach independently."

A first foothold in Korea
Discussions initiated in Seoul with one South Korean company continued after the mission and ultimately led to the signing of a cooperation agreement. While the collaboration remains at an exploratory stage, the agreement provided InnovatorSpark with something particularly valuable: a credible local connection and a structured foundation for future engagement in the Korean market.

Rather than pursuing rapid expansion, InnovatorSpark has chosen to take a measured approach, focusing on relationship-building and gaining a deeper understanding of the local business environment before making larger commitments.

Beyond potential commercial opportunities, the mission also gave InnovatorSpark valuable insights into how business relationships are built in Korea. The company quickly realised that success in the market depends not only on technology and expertise, but also on trust, patience and long-term engagement.
"We came away seeing Korea as a high-potential but relationship-driven market," Mihai Runcan-Pop reflected. "Trust and patience matter, and it pays to move deliberately rather than rush into commitments."

Opportunities beyond the target market
While Korea was the primary focus of the mission, InnovatorSpark also benefited from connections made with fellow European participants. Among them was FoxSolution, a German company operating in the healthcare and medical technology sector. What began as a conversation during the mission has since developed into an active partnership, with both companies collaborating on client projects.

The mission also introduced InnovatorSpark to an Italian IoT and software company. After first meeting in Seoul, the two organisations continued discussions through follow-up visits and industry events, developing a collaboration that now spans multiple projects. "The most valuable outcome may not always be the one you expect," said Mihai Runcan-Pop. "The mission helped us explore Korea while also connecting us with partners who continue to play an important role in our growth."

Looking ahead
Today, InnovatorSpark continues to build on the relationships established through the EU Business Hub mission. The company is pursuing exploratory discussions with its new Korean partner, strengthening collaborations with its European counterparts and expanding its international presence through new products and partnerships. Looking back, Mihai Runcan-Pop sees the mission not as a one-off event, but as the beginning of a longer internationalisation journey.

"We flew to Seoul to open one market and came back with a much clearer understanding of how to do business there, valuable new partnerships and a foothold in Korea," he said. "The EU Business Hub mission didn't just give us meetings – it gave us relationships that are still growing." For InnovatorSpark, the journey into Korea is still unfolding. But thanks to the connections, insights and opportunities gained through the mission, the company is now approaching that journey with greater confidence, stronger networks and a clearer sense of direction.