Shinsegae Group Partners with Nvidia-Backed Firm to Build Korea’s Largest AI Data Center Under US Export Program
South Korean retail giant Shinsegae Group is partnering with Reflection AI, a firm backed by Nvidia, to construct the largest artificial intelligence data center in Korea. This deal represents a significant step in the US export program aimed at promoting American AI technology globally.
The agreement, formalized in San Francisco, involves a 250-megawatt data center equipped with Nvidia GPUs. Shinsegae Group and Reflection AI plan to establish a joint venture by the end of the year.
This collaboration marks the inaugural project under the American AI Exports Program, initiated in July 2025 to support the international deployment of comprehensive American AI solutions. The program aims to solidify US leadership in AI while mitigating reliance on systems from “adversarial nations.”
“AI will reshape every aspect of industry, the economy, and human life. Those who fail to adapt will not survive,” stated Shinsegae Group Chairman Chung Yong-jin at the signing ceremony. “This partnership will not only pave the way for Shinsegae’s future growth but also foster the advancement of the AI ecosystem throughout Korean industries.”
US Commerce Secretary Howard Lutnick hailed the deal as a landmark achievement. “I believe the partnership signed today will become a remarkable moment in history for the Korean government, Korean businesses, and Korean consumers,” he commented.
Leveraging its extensive retail experience, Shinsegae intends to develop AI solutions based on its proprietary retail insights, creating synergies across its business operations.
Shinsegae’s extensive consumer data and vast store network will serve as the foundation for next-generation AI-powered commerce tools, including an AI agent capable of personalized product selection, payment processing, and end-to-end delivery management. The company is also exploring a company-wide AI system to optimize inventory management, improve profit margins, and expedite delivery logistics.
Shinsegae emphasized that Reflection AI’s emphasis on open-weight AI models, enabling users to customize the system while maintaining control over their data, aligns with the South Korean government’s focus on establishing secure AI sovereignty.
“Together with Shinsegae, we will create AI infrastructure that Korea can independently evolve,” said Reflection AI CEO Misha Laskin.
