BUSAN — A sports nutrition drink developed by a tenant company at Youngsan University's business incubator has secured a foothold for entry into the U.S. and Japanese markets.
Serve Lab, a tenant of the university's Green Business Incubator, signed memorandums of understanding with U.S. and Japanese buyers at the second Sports Industry Export Consultation Meeting of 2026, held recently at the Olympic Center in Seoul, Youngsan University said on the 29th.
Serve Lab specializes in sports nutrition, developing drinks that can be consumed conveniently before and after physical activity. Its flagship product, SWIM TONIC, is a caffeine-free energy and recovery drink that started with swimming and is expanding into running, cycling and triathlon. The product has also obtained V-Label international vegan certification from Italy.
The company signed a $300,000 agreement with Japan's YUI-SYSTEM and is reviewing sales of Swim Tonic through local distribution channels including TV home shopping. With the U.S. buyer, the two sides discussed local supply and distribution prospects and ways to enter the sports and health market, with follow-up talks planned.
Serve Lab plans to make Japan and the U.S. its main overseas bases, pursuing step by step the development of export packaging, a review of overseas standards and certifications, and the search for local distribution partners. The company also plans to diversify markets by conducting product tests and building local partnerships in the Philippines and elsewhere in Southeast Asia.
"Our next goal is to turn these agreements into actual exports and local distribution," Serve Lab CEO Lee Hyun-woo said. "We will strengthen our product and brand competitiveness so that a sports brand that started in the region can compete in overseas markets as well."
Youngsan University's Green Business Incubator supports commercialization and market expansion for its tenant companies with backing from the city of Yangsan.
