Why Global Automation Companies Are Now Focusing on Korea

When AutoStore’s global CEO flies into Korea, and Exotec opens a demo center in Paju, something bigger is at play.

Global warehouse automation companies aren’t just “expanding” into Korea — they are prioritizing it. The question is: why? In this issue, we unpack what’s really driving this focused attention and how it’s reshaping logistics strategies across Asia.

Logistics & Supply Chain Strategy Briefing
STREAMLINE: Why Global Automation Giants Are Betting on Korea
(2025.06.20)

❶ Point of View | Why Korea? And why now?

In June 2025, AutoStore’s CEO Mats Hovland Vikse and CCO Keith White chose Korea as the first destination in their APAC tour. The message? Korea is not just a growing market — it’s the strategic testing ground for scalable, interoperable logistics automation.

Meanwhile, Exotec, the French robotics company, officially partnered with POSCO DX and opened a state-of-the-art Skypod demo center in Paju, just outside Seoul. This marks Korea as their second Asian hub after Japan.

In both moves, one truth stands out: Korea has become the proving ground for resilient, integrated, and scalable warehouse automation systems.

❷ Inside the Move | AutoStore and Exotec in Action

🔴 AutoStore

Operates over 30 local sites in Korea

Held AutoStore Arena Korea 2025, inviting clients like CJ Logistics, Lotte Shopping, and GeoYoung

Delivered a strategic message emphasizing Resilience, Interoperability, and Flexibility

🔵 Exotec

Partnered with POSCO DX to introduce Skypod systems to the Korean market

Opened a dedicated demo center in 2024 to accelerate market adoption

Offers robotic systems that scale modularly, deliver under-2-minute SKU retrieval, and increase throughput up to 5x

These aren’t just sales expansions — they’re ecosystem-building exercises rooted in collaboration with local integrators, retailers, and logistics providers.

❸ Business Playbook | What strategies are they deploying?

Strategic Pillar	AutoStore	Exotec
Market Entry	CEO visit, direct meetings with Korean clients	Local demo center, strategic POSCO DX partnership
Technology Philosophy	Modular expansion + open interface design	Skypod-based AI robotics, scalable grid systems
Revenue Model	RaaS (Robot as a Service) model launched	All-in-one deployment + local integration
Differentiators	Adaptable grid layout, WMS compatibility	Lightning-fast picking speed + agile scaling

Instead of selling hardware, both companies offer operational agility-as-a-service — enabling businesses to flex and scale without disruption.

❹ Market Impact | Why is Korea responding so strongly?

Korea has become a prime sandbox for logistics innovation:

-. Rapid e-commerce growth (e.g., Coupang, Kurly, SSG.com) is pressuring fulfillment speed and efficiency

-. Severe labor shortages and tight working hours regulations (52-hour workweek) make automation more of a need than a luxury

-. Government-backed robotics funding and tax incentives are accelerating adoption

-. Korean customers demand fast ROI and seamless tech interoperability, favoring modular systems and scalable integration

The result: a market that’s technically demanding but globally relevant — an ideal lab for next-gen logistics innovation.

❺ Competitor Matrix | Who’s shaping the Korean automation race?

Company	Local Strategy	Key Korean Partners	Edge
AutoStore	Customer-focused APAC visit + RaaS model	LG CNS, CJ Logistics, GeoYoung	Dense grid, modular ports
Exotec	Skypod demo center + POSCO DX partnership	POSCO DX	Fast picking, AI logic
Kardex	Automation integration with picking support	SSG, Lotte	Intelligent orchestration
Dematic	WMS/WCS integration + shuttle tech	Multiple Tier-1 retailers	Hybrid flexibility

The common denominator? Interoperability, modularity, and resilience — not just robotics specs.

❻ Beyond the Numbers | It’s not just about tech. It’s about timing.

“What customers need isn’t just robots. It’s flexible automation that responds to their business rhythm.”
— Ryu Tatewaki, CEO, Exotec APAC (from interview with BEYONDX)

“Resilience, compatibility, and scalability — these are the new survival traits.”
— Mats Hovland Vikse, CEO, AutoStore

In essence, both firms are building solutions not around warehouses, but around uncertainty. And in a world where change is constant, those who automate for flexibility will lead.

❼ Summary Insight

Korea has evolved from being a tech-adopting market to a logistics transformation benchmark in Asia.
With government support, supply chain volatility, labor shortages, and high service-level expectations, Korea has become the ideal proving ground for smart warehouse automation. AutoStore flew in. Exotec built in. And more will follow.

The key isn’t which robots you use. It’s how you run your system when the unexpected happens.