Interviews, Videos & Guest ArticlesPublished on 16 April 2026

Interview with On: When Swiss Precision Meets Korean Speed

With the launch of the Switzerland-South Korea call for projects, Innosuisse is strengthening bilateral innovation collaboration between the two countries. The call encourages Swiss and Korean partners to jointly develop innovative applications and market-ready solutions. To illustrate what successful collaboration in practice can look like, we spoke with Dr. Pablo Erat from On. The company has built a strong partnership ecosystem in South Korea as part of scaling its Ligh-Spray technology internationally. Drawing on this experience, he shares insights into working with Korean partners and highlights the key factors behind successful Swiss-Korean innovation projects.

What were the decisive factors in choosing South Korea as a production site for the ON LightSpray?

Dr. Pablo Erat, Director of LightSpray at On: Following the successful launch of our LightSpray factory in Zurich, expanding to South Korea was a natural next step to scale the technology globally. This move will increase our LightSpray production capacity by around 30 times in 2026, unlocking a new level of product diversification.

South Korea stood out because it combines world-class manufacturing capabilities, exceptional engineering talent, and a deeply rooted culture of precision and quality. What truly made the difference, however, was the mindset of our partners — their genuine openness to co-developing and pushing technological boundaries together. We didn’t choose Korea for the cost; we chose it for capability, mindset and ambition to build the future of manufacturing together.

With LightSpray, we are not just scaling production: we are building a fundamentally new manufacturing paradigm. South Korea offers the ecosystem, infrastructure and ambition to do exactly that.

What has your experience been like working with Korean partners?

Our experience has been very positive. What stands out is the combination of speed, commitment, and a strong sense of ownership. Korean partners bring a remarkable drive not only to execute, but also to continuously improve and develop new capabilities together.

What impressed me most is not just how fast things move in Korea, but also how much ownership and pride people take in getting things right. There is a deep commitment to delivering high-quality technological solutions, which creates a powerful foundation for collaboration.

Where do you see the most interesting opportunities for Swiss companies in Korea?

Korea offers particularly strong opportunities in sectors where Swiss companies traditionally excel such as precision engineering, advanced manufacturing, robotics, medtech and premium consumer products.

It is a highly dynamic, technology-driven market that embraces innovation and moves quickly, making it an ideal environment to test, validate and scale new ideas. In many ways, Korea is not just a market; it is a launchpad for global innovation.

At the same time, Korean companies are strong global players, meaning that successful partnerships often extend far beyond the local market and can facilitate broader international expansion.

How important are market entry support programmes such as the ones we offer at Innosuisse for Swiss companies wanting to enter a foreign market?

From my experience, these programmes can be very helpful at the beginning, especially when it comes to navigating regulations, identifying partners and building initial networks. They can significantly lower the entry barrier.

At the same time, they are only a starting point. Programmes can open the door, but long-term success is built on trust, execution and real partnerships.

In practice, what matters most is building strong local relationships, allocating resources on the ground and being willing to adapt quickly. Day-to-day success is far more driven by execution and partnership quality than by formal support structures.

What are your recommendations for launching a collaboration with South Korean partners, especially regarding cultural differences?

We deeply appreciate the commitment and partnership we have experienced in Korea. Korean business culture is deeply rooted in respect, and the expression of differing views is often more nuanced than in Western environments. As a partner, this requires us to listen carefully, read between the lines, and create an environment in which open exchange can develop and trust can be established over time.

Investing early in trust-based relationships, clear alignment and transparent communication, supported by a shared operating model, is critical to accelerating progress and avoiding misunderstandings. Technology builds the product, but trust and understanding build the partnership.

What other advice would you give to Swiss companies entering the Korean market?

Firstly, choose your partner carefully — the quality of that relationship will define your success. Secondly, invest deeply in trust and long-term commitment; business in Korea is built on relationships. Thirdly, ensure clarity and alignment from day one, especially when working on complex or innovative projects.

It is equally important to be present on the ground, asproximity drives speed, alignment and better outcomes. Finally, approach the market with humility and a willingness to learn. Korea is a highly advanced, fast-moving and competitive environment.

Success in Korea comes from combining Swiss precision with Korean speed and building something together.

Looking to build a Swiss-South Korean innovation partnership of your own?

The current Switzerland-South Korea call for projects invites Swiss and South Korean partners to submit joint proposals for innovative applications and products with strong commercial potential.Apply now.

If you are a start-up, you can also benefit from our Start-up Camps, supported by Innosuisse and managed by Swissnex. They offer you a full immersion experience as well as tailored access to the local entrepreneurial network. Discover our offer.